Furniture & Appliances market in Indonesia
The Indonesian Furniture & Appliances eCommerce market is predicted to reach US$5,443.4 million by 2023 and accounts for 10.3% 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 13.4%, resulting in a projected market volume of US$8,997.6 million by 2027. Within the Furniture & Appliances market ecommerceDB considers the following two sub-markets: Household Appliances and Furniture & Homeware.
Market development
eCommerce revenue development in the Furniture & Homeware market in Indonesia
The Indonesian Furniture & Homeware eCommerce market is predicted to reach US$2,188.7 million by 2023 and accounts for 40.2% of the Furniture & Appliances 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 9.9%, resulting in a projected market volume of US$3,196.0 million by 2027. The Furniture & Homeware eCommerce market is a sub-market of the Furniture & Appliances market. Further categories within the Furniture & Appliances market are: Household Appliances.
eCommerce revenue development in the Furniture & Homeware market in Indonesia
Note: Data shown is using current exchange rates and reflects market impacts of the Russia-Ukraine war
Source: Statista Market Insights, ecommerceDB
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 22.7 | 2.7 | 44.4 | 10.8 | 38.5 | 35.7 | 23.3 | 66.8 |
| AOV (in US$) | 22.1 | 66.6 | 14.7 | 31.8 | 33.9 | 28.8 | 58.3 | 88.5 |
| CVR (in %) | 22.7 | 2.7 | 44.4 | 10.8 | 38.5 | 35.7 | 23.3 | 66.8 |
Top stores
Top five Furniture & Homeware online stores in Indonesia by net sales 2021
With sales in the Indonesian Furniture & Homeware market, jd.id generated a revenue of US$181.1 million in 2021, which means it is the leading online store in this market. In second place is shopee.co.id with a revenue of over US$23.2 million, followed by dekoruma.com with a revenue of US$12.5 million. Altogether, the top three online stores account for a market share of about 109.8% within the top 100 stores of the given market. The Furniture & Homeware ranking of Indonesia is based on all online stores that generated sales in this market in 2021. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Furniture & Homeware market in Indonesia in 2021
Note: First party net sales generated after deduction of returns, allowances for damaged or missing goods and any discounts allowed
Source: Annual report, secondary sources, ecommerceDB analysis
| no-access-0 | no-access-1 | no-access-2 | no-access-3 | no-access-4 | |
|---|---|---|---|---|---|
| Filtered revenue (in mUS$) | 900.0 | 550.0 | 470.0 | 430.0 | 370.0 |
| Share of global revenue (in %) | 20.7 | 12.0 | 3.9 | 20.6 | 20.7 |
| Global revenue (in mUS$) | 8,300.0 | 4,600.0 | 1,190.0 | 2,122.0 | 1,814.0 |
| Growth global revenue (in %) | 8.3 | 12.4 | 33.6 | 18.0 | 12.6 |
Market definition
Definition of the Furniture & Homeware market within the Furniture & Appliances market
Market definition: Furniture & Appliances > Furniture & Homeware The category Furniture & Homeware centers on the commercial online sale of different movable commodities designed to support various day-to-day actions and functions, such as seating (e.g., chairs and sofas), sleeping (e.g., beds and mattresses), holding and storing objects (e.g., closets and dressers), in both B2C (business to consumer) and B2B (business to business) contexts. Unmovable household objects (e.g., sinks, faucets) and electronic household appliances are excluded. Although furniture sometimes has a decorative, symbolic, or religious purpose, the focus here is on furniture with a primarily functional purpose, and the market is segmented accordingly. Important providers in this market segment are the online stores wayfair.com and ikea.com. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Seats and sofas
- Beds and mattresses
- Tables and shelves
- Rugs, lamps, and lighting
- Other furniture made of various materials
Out-of-scope
- Baths, sinks, faucets, and other unmovable objects
- Consumer electronics
- Household appliances
- Other household textiles
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