eCommerce market in Indonesia

Market development

eCommerce revenue development in Indonesia

Indonesia is the 8th largest market for eCommerce with a predicted revenue of US$94,856.8 million by 2024, placing it ahead of France. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 21.1%, resulting in a projected market volume of US$204,242.2 million by 2028. With an expected increase of 30.5% in 2024, the Indonesian eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Indonesia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Indonesian eCommerce market. Electronics is the largest market and accounts for 29.8% of the Indonesian eCommerce revenue. It is followed by Fashion with 22.6%, Grocery with 15.5%, Furniture & Homeware with 11.7%, Hobby & Leisure with 9.9%, Care Products with 5.9%, and DIY with the remaining 4.6%.

eCommerce revenue development in Indonesia

in million US$

eCommerce revenue growth in Indonesia

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)32.377.447.221.28.163.669.440.5

Online share

eCommerce online share in Indonesia

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Indonesian retail market, the online share is 9.4% and will increase by an average of 4.7% to 11.3% by 2028.

eCommerce online share in Indonesia

in %
20202021202220232024202520262027
Online share (in %)25.5%77.5%1.1%28.4%43.7%65.0%94.0%62.2%

Top stores

Top five online stores in Indonesia by net sales 2023

The biggest player in the Indonesian eCommerce market is blibli.com. The store had a revenue of US$820.8 million in 2023. 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.

eCommerce net sales generated in Indonesia in 2023

in million US$
Filtered revenue / share
Global revenue
Growth
US$900.0m
20.7%
US$8,300.0m8.3%
US$550.0m
12.0%
US$4,600.0m12.4%
US$470.0m
3.9%
US$1,190.0m33.6%
US$430.0m
20.6%
US$2,122.0m18.0%
US$370.0m
20.7%
US$1,814.0m12.6%

Payment Methods

Top 5 offered payment methods in the Indonesian eCommerce market

The Indonesian eCommerce market in 2023 in terms of offered payment methods is fragmented and highly competitive with VISA (Cards) covering the largest share with 75.6% of all online stores checked. Other offered payment methods in the Indonesian eCommerce market in 2023 are Mastercard (Cards) with 69.2%, Bank transfer/cash in advance (Bank transfer) with 69.2%, and Invoice (unknown) with 47.4%. With 38.5% Cash on delivery (Cash on delivery) still has a considerable market share amongst the offered payment methods compared to VISA (Cards).

Top 5 offered payment methods in the Indonesian eCommerce market

in %

See all stores offering