eCommerce: Market Insights

Our ECDB market data shows the percentage of revenue generated by the sale of specific product categories in each eCommerce market. In the case of Indonesia, the results for 2023 are as follows:

A clear leader among all product categories in terms of market revenue is Consumer Electronics, with 23% of total market revenue in Indonesia generated by this category.

With a much smaller share of total revenue, Apparel comes in second (10%), followed by Food in third (9%). Rounding out the top 5 are Electrical Appliances (8%) and Bags & Accessories (7%).

The rest of the top 10 consist of Furniture (7%), Homeware, Footwear and Beverages, each with 5% of market revenue, and Personal Care (4%).

See how the previous year's Statista Consumer Insights ranked the top categories in Indonesian eCommerce:

Most Consumers in Indonesia Buy Clothes Online

The 2022 Statista Consumer Insights asked online shoppers in Indonesia which product categories they have purchased online in the past year. 71% of online shoppers said they have purchased Clothing. Online purchases of Shoes were made by 53% of shoppers, and Bags & Accessories ranked third with 49%.

Cosmetics & Body Care ranks fourth with 41% of respondents, followed by Household Appliances that is tied with Consumer Electronics at 30%. Food & Drinks follows with 29% of users saying they have bought this category in the past 12 months.

The bottom three categories on this list are Stationery & Hobby Supplies (18%), Books, Movies, Music & Games (19%), and Drugstore & Health Products (27%).