e-Commerce Market Analytics

The eCommerce market in Indonesia

Indonesia is the ninth largest market for eCommerce with a revenue of US$43.4 billion in 2021, placing it ahead of Canada and behind India.

With an increase of 32%, the Indonesian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Indonesia, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 10% between 2021 and 2025, Indonesia is even expected to outperform the global average of 6%.

The eCommerce market in Indonesia

Top online stores

The biggest player in the Indonesian eCommerce market is jd.id. The store had a revenue of US$2.3 billion in 2021. jd.id is followed by shopee.co.id and orami.co.id as the second- and third largest stores with US$390 million and US$295 million, respectively. Altogether, the top three stores account for 5% of online revenue in Indonesia.

Store rankings include every store that generates revenue in Indonesia. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Indonesia was considered.

One of the fastest-growing stores in the Indonesian market is brandedbabys.com. The store achieved online net sales of about US$1.8 million in 2021. Its revenue growth amounted to 227% in the previous year.

More information on the top 100 online stores in Indonesia can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Indonesia by eCommerce net sales 2021 in million US$

# Store
1. jd.id
2. orami.co.id
3. shopee.co.id
4. klikindomaret.com
5. bhinneka.com

The eCommerce market in Indonesia

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Indonesia is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 10%. Compared to the year-over-year growth of 32% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 44% in Indonesia; in other words, 44% of the Indonesian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Indonesia and accounts for 31% of the eCommerce revenue in Indonesia. It is followed by Electronics & Media with 23%, Food & Personal Care with 16%, Toys, Hobby & DIY with 16%, and Furniture & Appliances with the remaining 14%.

The eCommerce market in Indonesia

Top shipping service providers

In Indonesia, JNE Express is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 69% cited JNE Express as one of their providers. Moreover, TIKI and Sicepat are among the top three shipping service companies offered by online retailers in Indonesia, at rates of 18% and 18%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Indonesia than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Indonesia

# Shipping service provider
1. JNE Express
3. Sicepat