Hobby & Leisure market in Indonesia

Market development

eCommerce revenue development in the Hobby & Leisure market in Indonesia

The Indonesian Hobby & Leisure eCommerce market is predicted to reach US$9,391.1 million by 2024 and accounts for 9.9% 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 2024-2028) will be 16.2%, resulting in a projected market volume of US$17,110.1 million by 2028. Within the Hobby & Leisure market ECDB considers the following twelve sub-markets: Media, Stationery, Crafts & Art Supplies, Sports Equipment, Toys, Pet Supplies, Camping & Adventure, Musical Instruments, Bullion & Precious Metal, Flowers & Gifts, Other Hobby & Leisure, Smoking Supplies, and Erotic & Adult.

eCommerce revenue development in the Hobby & Leisure market in Indonesia

in million US$

eCommerce revenue growth in the Hobby & Leisure market in Indonesia

in %

Net eCommerce revenue split by sub-category

in %
20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)57.622.33.91.249.970.688.392.5

Online share

eCommerce online share of the total Hobby & Leisure 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 Hobby & Leisure retail market, the online share is 8.7% and will increase by an average of 6.5% to 11.2% by 2028.

eCommerce online share of the total Hobby & Leisure market in Indonesia

in %
20202021202220232024202520262027
Online share (in %)38.4%42.5%80.1%31.1%22.3%68.1%14.3%18.6%

Top stores

Top five Hobby & Leisure online stores in Indonesia by net sales 2023

With sales in the Indonesian Hobby & Leisure market, gramedia.com generated a revenue of US$114.4 million in 2023, which means it is the leading online store in this market. The Hobby & Leisure ranking of Indonesia is based on all online stores that generated sales in this market in 2023. 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 Hobby & Leisure market 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%

Market definition

Definition of the Hobby & Leisure market

Market definition: Hobby & Leisure The category Hobby & Leisure includes the digital B2C sale of various products, such as media, pet supplies, sports equipment, and more. Not part of the category are DIY building materials, consumer electronics (e.g. game consoles, gaming laptops, gaming PCs) or personalized and customized items. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Media
  • Pet supplies
  • Toy and games
  • Sports equipment
  • Camping & adventure
  • Stationery, crafts & art supplies
  • Erotic & adult
  • Bullion & precious metal
  • Flowers & gifts
  • Musical instruments
  • Smoking supplies

Out-of-scope

  • DIY building materials
  • Consumer electronics (e.g. game consoles, gaming laptops, gaming PCs)
  • Personalized and customized items
  • Workshops and other services