Care Products market in Indonesia

The Indonesian Care Products eCommerce market is predicted to reach US$3,592.4 million by 2023 and accounts for 5.3% of the total eCommerce market in Indonesia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 4.1%, resulting in a projected market volume of US$4,220.1 million by 2027. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Cleaning Equipment market in Indonesia

The Indonesian Cleaning Equipment eCommerce market is predicted to reach US$233.1 million by 2023 and accounts for 67.7% of the Household Care eCommerce market in Indonesia. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 5.8%, resulting in a projected market volume of US$292.5 million by 2027. The Cleaning Equipment eCommerce market is a sub-market of the Household Care market. Further categories within the Household Care market are: Detergents, and Other Household Care.

eCommerce revenue development in the Cleaning Equipment market in Indonesia

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Cleaning Equipment market in Indonesia

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 15.1 37.9 9.6 50.2 8.8 16.6 17.1 55.2
AOV (in US$) 16.7 54.8 4.9 62.6 74.1 43.2 70.7 73.6
CVR (in %) 15.1 37.9 9.6 50.2 8.8 16.6 17.1 55.2
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Cleaning Equipment market 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 Cleaning Equipment retail market, the online share is 8.9% and will increase by an average of 11.0% to 13.5% by 2027.

eCommerce online share of the total Cleaning Equipment market in Indonesia

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 85.6% 97.2% 84.0% 1.4% 57.5% 0.7% 69.4% 66.4%

Market definition

Definition of the Cleaning Equipment market within the Care Products market

Market definition: Care Products > Household Care > Cleaning Equipment The category Cleaning Equipment includes the online trade of mops and mop buckets, brooms, dustpan sets, and more. This category does not cover vacuum cleaners, housekeeping services or window cleaning services. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Mops and mop buckets
  • Brooms
  • Dustpan sets
  • Cleaning cloths and towels
  • Sponges and scrubbers
  • Cleaning brushes
  • Window cleaning tools
  • Dusters
  • Garbage bags

Out-of-scope

  • Vacuum cleaners
  • Housekeeping services
  • Window cleaning services

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