Toys, Hobby & DIY market in Indonesia

The Indonesian Toys, Hobby & DIY eCommerce market is predicted to reach US$10,980.9 million by 2023 and accounts for 20.7% 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 11.5%, resulting in a projected market volume of US$16,993.0 million by 2027. Within the Toys, Hobby & DIY market ecommerceDB considers the following four sub-markets: Hobby & Stationery, Toys & Baby, DIY, Garden & Pets, and Sports & Outdoor.

Market development

eCommerce revenue development in the Hobby & Stationery market in Indonesia

The Indonesian Hobby & Stationery eCommerce market is predicted to reach US$3,901.4 million by 2023 and accounts for 35.5% of the Toys, Hobby & DIY 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 16.6%, resulting in a projected market volume of US$7,210.7 million by 2027. The Hobby & Stationery eCommerce market is a sub-market of the Toys, Hobby & DIY market. Further categories within the Toys, Hobby & DIY market are: DIY, Garden & Pets, Sports & Outdoor, and Toys & Baby.

eCommerce revenue development in the Hobby & Stationery market in Indonesia

in million US$, in %

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$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 69.5 40.3 50.8 46.8 44.6 13.1 41.7 85.5
AOV (in US$) 94.7 38.6 25.4 51.7 85.3 46.9 51.5 66.1
CVR (in %) 69.5 40.3 50.8 46.8 44.6 13.1 41.7 85.5
AOV: Average Order Value CVR: Conversion Rate

Top stores

Top five Hobby & Stationery online stores in Indonesia by net sales 2021

With sales in the Indonesian Hobby & Stationery market, jd.id generated a revenue of US$49.7 million in 2021, which means it is the leading online store in this market. In second place is bhinneka.com with a revenue of over US$15.9 million, followed by shopee.co.id with a revenue of US$12.5 million. Altogether, the top three online stores account for a market share of about 79.6% within the top 100 stores of the given market. The Hobby & Stationery 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 Hobby & Stationery market in Indonesia in 2021

in million US$

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

See further stores

Worldwide - Hobby & StationeryIndonesia - Hobby & StationeryIndonesia - All Categories

Market definition

Definition of the Hobby & Stationery market within the Toys, Hobby & DIY market

Market definition: Toys, Hobby & DIY > Hobby & Stationery The category Hobby & Stationery contains the online sale of hobby items and stationery goods. Musical instruments, photo and printing materials, office equipment, pens and paper, collectors’ pieces (including art and antiques), car parts, and adult entertainment products are included in this segment. Hobby-related products already covered in the Sports & Outdoor or the DIY, Garden & Pets market segment are not included. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Musical instruments
  • Tobacco products
  • Office furniture
  • Construction sets and models

Out-of-scope

  • Toy musical instruments
  • Sports apparel and footwear
  • Untaxed tobacco products
  • Smokeless tobacco (snuff and chewing tobacco)
  • Heat-not-burn products (e.g., IQOS)

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