The penetration rate in the e-commerce market in Indonesia was modeled to stand at ***** percent in 2024. Between 2017 and 2024, the penetration rate rose by **** percentage points, though the increase followed an uneven trajectory rather than a consistent upward trend. The penetration rate will steadily rise by **** percentage points over the period from 2024 to 2029, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

The penetration rate in the furniture e-commerce market in Indonesia was modeled to be **** percent in 2024. Following a continuous upward trend, the penetration rate has risen by **** percentage points since 2017. Between 2024 and 2029, the penetration rate will rise by **** percentage points, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Furniture.

Indonesia's e-commerce market is booming, projected to reach $259.96 million by 2033, with a CAGR of 15.50%. Discover key drivers, trends, and challenges shaping this dynamic sector, including leading companies like Tokopedia and Shopee. Explore market segmentation data and forecast for the future of Indonesian online retail. Recent developments include: February 2024 - Tokopedia, the e-commerce subsidiary of GoTo Group, officially concluded its merger with TikTok, signifying the return of TikTok Shop to Indonesia. This deal absorbs TikTok Shop's Indonesia business into the Tokopedia entity, with Tokopedia now jointly owned by TikTok and GoTo. As previously announced, TikTok will invest over USD 1.5 billion in the enlarged entity over time to provide future funding for the business., January 2024 - To improve its ecommerce capabilities, SIRCLO, an Indonesian omnichannel commerce enabler, announced a collaboration with Shopify, a major player in the worldwide ecommerce market. In a recent statement, SIRCLO claimed that this partnership will combine the assets of both businesses to provide better e-commerce platforms in Indonesia, revolutionizing the online shopping experience. The merging of SIRCLO's specialized technology arm, SWIFT Omnichannel, with Shopify's advanced commerce infrastructure forms the foundation of this collaboration.. Key drivers for this market are: Growing Demand from Fashion Industry, Penetration of Internet and Smartphone Usage. Potential restraints include: Growing Demand from Fashion Industry, Penetration of Internet and Smartphone Usage. Notable trends are: Penetration of Internet and Smartphone Usage Drives the Indonesia ecommerce Industry.

The number of users in the e-commerce market in Indonesia was modeled to amount to ************* users in 2024. Following a continuous upward trend, the number of users has risen by ************* users since 2017. Between 2024 and 2029, the number of users will rise by ************* users, continuing its consistent upward trajectory.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

Indonesia E-commerce Market size was valued at USD 58.43 Billion in 2024 and is projected to reach USD 260.91 Billion by 2032, growing at a CAGR of 15.5% from 2026 to 2032. Key Market Drivers:Increasing Internet and Smartphone penetration: The rapid expansion of internet connectivity and smartphone usage in Indonesia is a significant driver of e-commerce. As of 2023, Indonesia had over 204 Million internet users, accounting for 73.7% of the total population. The smartphone penetration rate is predicted to exceed 90% by 2025, encouraging more people to shop online. Increasing Middle-Class Population: Indonesia's middle class is quickly expanding, and by 2023, nearly 52% of the population is considered middle class, increasing disposable money for online shopping. This increase in consumer spending is driving up demand for e-commerce.

The size of the Indonesia Ecommerce Industry market was valued at USD 81.80 Million in 2023 and is projected to reach USD 224.30 Million by 2032, with an expected CAGR of 15.50% during the forecast period. Recent developments include: February 2024 - Tokopedia, the e-commerce subsidiary of GoTo Group, officially concluded its merger with TikTok, signifying the return of TikTok Shop to Indonesia. This deal absorbs TikTok Shop's Indonesia business into the Tokopedia entity, with Tokopedia now jointly owned by TikTok and GoTo. As previously announced, TikTok will invest over USD 1.5 billion in the enlarged entity over time to provide future funding for the business., January 2024 - To improve its ecommerce capabilities, SIRCLO, an Indonesian omnichannel commerce enabler, announced a collaboration with Shopify, a major player in the worldwide ecommerce market. In a recent statement, SIRCLO claimed that this partnership will combine the assets of both businesses to provide better e-commerce platforms in Indonesia, revolutionizing the online shopping experience. The merging of SIRCLO's specialized technology arm, SWIFT Omnichannel, with Shopify's advanced commerce infrastructure forms the foundation of this collaboration.. Key drivers for this market are: Growing Demand from Fashion Industry, Penetration of Internet and Smartphone Usage. Potential restraints include: , Lack of Infrastructure and Limited Awareness about E-learning. Notable trends are: Penetration of Internet and Smartphone Usage Drives the Indonesia ecommerce Industry.

The gross merchandise value (GMV) indicates the value of goods sold through a customer-to-customer (C2C) marketplace. In Indonesia, this value reached 65 billion U.S. dollars in 2024 and was expected to reach around 150 billion U.S. dollars by 2030. Shopee - the most clicked C2C marketplace in Indonesia As of March 2024, the C2C marketplace Shopee ranked second among the most clicked e-commerce sites in Indonesia. Shopee was founded by Sea Limited and is available in nearly all Southeast Asian countries. Although Shopee recently started selling its own brands on the platform, most of its e-commerce revenue was still generated through traditional seller fees from C2C trade. In 2023, the e-commerce revenue of Sea Limited, which owns only one e-commerce provider, Shopee, amounted to about 9.8 billion U.S. dollars. E-commerce on the rise Not only has its GMV been increasing, so too has Indonesia’s e-commerce industry in recent years. In 2024, Indonesia had the largest e-commerce revenue among the tiger cub economies. The COVID-19 pandemic has further accelerated this growth process, and the e-commerce sector is now expected to become one of the leading industries in the country.

Indonesia E-Commerce Transactions: Value: Food & Drink: Restaurants & Delivery data was reported at 53.965 USD in 10 Oct 2024. This records an increase from the previous number of 52.136 USD for 09 Oct 2024. Indonesia E-Commerce Transactions: Value: Food & Drink: Restaurants & Delivery data is updated daily, averaging 52.536 USD from Apr 2019 (Median) to 10 Oct 2024, with 244 observations. The data reached an all-time high of 650.485 USD in 09 Oct 2023 and a record low of 14.080 USD in 09 Jul 2023. Indonesia E-Commerce Transactions: Value: Food & Drink: Restaurants & Delivery data remains active status in CEIC and is reported by Grips Intelligence Inc.. The data is categorized under Global Database’s Indonesia – Table ID.GI.EC: E-Commerce Transactions: by Category.

Indonesia e-commerce cross-border trade market is valued at USD 120 billion, driven by internet penetration, smartphone adoption, and growing middle class, with key growth in fashion and electronics.

The Indonesian e-commerce logistics market is experiencing robust growth, fueled by the burgeoning e-commerce sector and increasing internet penetration. With a CAGR exceeding 5% and a 2025 market size in the hundreds of millions (precise figure unavailable but estimated based on regional trends and reported growth of similar markets), this market presents significant opportunities for both established players and new entrants. Key drivers include rising disposable incomes, a young and tech-savvy population, and the government's initiatives to improve infrastructure and digital connectivity. The market is segmented by service type (transportation, warehousing, value-added services), business model (B2B, B2C), destination (domestic, international), and product category (fashion, electronics, home appliances, etc.). The dominance of domestic shipments is expected, given the large Indonesian market, but cross-border e-commerce is also gaining momentum, presenting new challenges and opportunities for logistics providers. Competition is intense, with both domestic giants like JNE Express, SiCepat Ekspres Indonesia, and Ninja Xpress, and international players like DHL and UPS vying for market share. Growth is further constrained by challenges such as underdeveloped infrastructure in certain regions, logistical complexities in a geographically diverse archipelago, and the need for efficient last-mile delivery solutions. The forecast period (2025-2033) anticipates continued expansion, driven by factors such as increasing smartphone adoption, expansion of digital payment systems, and a growing preference for online shopping among Indonesian consumers. However, sustained growth hinges on addressing existing constraints through investments in technology, infrastructure development, and efficient supply chain management. Value-added services, particularly those focusing on enhanced packaging and labeling for fragile goods, are poised for significant growth. The B2C segment is currently dominant, reflecting the widespread adoption of online shopping, but B2B e-commerce is expected to witness a considerable increase in the coming years, driven by the growth of online marketplaces and businesses adopting digital strategies. The market will likely see further consolidation, with larger players acquiring smaller companies to enhance their reach and service capabilities. Recent developments include: August 2022: Global logistics service provider J&T Express announced the expansion of two sorting centers in Indonesia to meet growing local business demand and upgrade the work environment for employees, along with a free shipping campaign for customers, in celebration of the company's seventh anniversary in the country. To meet the rising demand for delivery services, the two upgraded sorting warehouses in the cities of Madiun and Banjarmasin each cover an area of about 20,000 square meters, with a building area of more than 12,000 square meters., December 2022: Singapore-based Ninja Van is bolstering its package delivery capabilities in Indonesia by teaming up with local carrier Trigana Air. Under the partnership, a Boeing 737-300 plane with a capacity of up to 15.5 tons will deliver packages from Jakarta, the Indonesian capital located on Java island, to Sulawesi, Kalimantan, and Sumatra. It has been operating daily since December 11. The company also offers Logistics+, a supply chain management solution aimed at SMEs that includes procurement, payment, financing, fulfillment, and distribution services.. Notable trends are: Live Commerce Contributing in Market Expansion.

The user penetration in the 'Social Commerce' segment of the e-commerce market in Indonesia was modeled to be ***** percent in 2024. From 2020 to 2024, the user penetration rose by **** percentage points, though the increase followed an uneven trajectory rather than a consistent upward trend. Between 2024 and 2029, the user penetration will rise by **** percentage points, showing an overall upward trend with periodic ups and downs.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on eCommerce.

Indonesia Smart Retail E-Commerce SaaS Market is valued at USD 1.2 billion, driven by digital transformation, internet penetration, and mobile payments, with growth in key cities like Jakarta and Surabaya.

The number of online shoppers in Indonesia was forecasted to increase to ** million by 2022, from ** million in 2017. Indonesia, with a total population of more than *** million inhabitants, is one of the biggest online markets in the world.

From messenger groups to online shopping apps

Online shopping in Indonesia has changed significantly since its nascent days. In 2013, most online shoppers purchased items through messaging services such as Blackberry Messenger groups. Today, it has shifted to website and apps-based online shopping channels. Tokobagus.com, the most popular shopping website in 2014, was nowhere to be found on the 2019 most-popular list. As of 2019, the Indonesian brand Tokopedia ranked first among the most clicked e-commerce sites in Indonesia, followed by Shopee and Bukalapak , while Lazada, Shopee, and Tokopedia were the most popular mobile shopping apps respectively.

Quality and duration

Electronics and its accessories, fashion items, and groceries were the most popular products that were bought online in Indonesia. ** percent of the total e-commerce expenditure was contributed by online shoppers between the ages of 30 to 39 years. Most of the Indonesian online shoppers believed that doing an online transaction in Indonesia was safe. Their biggest concern was rather about the quality or the description of the product. The second most popular concern about shopping online was falling prey to scammers. According to a survey in 2018, the time taken to deliver an item is one of the main reasons to be unsatisfied with the service of some online marketplaces in Indonesia. It seems that logistics is one of the biggest challenges for the Indonesian market.

Indonesia’s e-commerce in the future

To encourage and educate the public about the convenience of online shopping, Indonesia introduced an annual National Online Shopping Day (HarBolNas) in 2012 that falls on December 12. This event was initiated by e-commerce companies in Indonesia and is expected to have an impact on the Indonesian e-commerce penetration in the near future.

Indonesia online advertising and programmatic market valued at USD 8.1 billion, driven by internet penetration, mobile usage, and e-commerce growth, with key segments in video and retail media.

The revenue change in the e-commerce market in Indonesia was forecast to continuously decrease between 2025 and 2029 by in total 15.2 percentage points. According to this forecast, in 2029, the revenue change will have decreased for the fourth consecutive year to 3.18 percent. Find other key market indicators concerning the number of users and user penetration. The Statista Market Insights cover a broad range of additional markets.

According to a report published by PPRO, the fashion segment accounted for around ** percent of the e-commerce market in Indonesia as of 2022. The electronics and media segment followed, with a market share of ** percent. The rise of e-commerce in Indonesia Along with the growing internet penetration in Indonesia, the coronavirus (COVID-19) pandemic has catalyzed the growth of e-commerce in Indonesia. During the pandemic, many consumers turned to e-commerce to get products and services due to extensive social and mobility restrictions imposed by the government. E-commerce has now become increasingly embedded in the daily lives of consumers in the country. A recent survey on online shopping frequency indicated that around ** percent of Indonesian consumers shopped online once a month, and around ** percent did so several times a week. In 2023, the e-commerce market in Indonesia was valued at ** billion U.S. dollars and is expected to reach *** billion U.S. dollars by 2030. Rising data privacy concerns Along with the increasing use of e-commerce in Indonesia, many Indonesian consumers are increasingly concerned about data breaches and privacy policies. While many consumers do not mind sharing very basic personal info to ensure smooth delivery, many consumers are unaware of the large quantity of personal information collected by e-commerce companies. This is one of the main factors discouraging consumers in Indonesia from shopping online. Stricter cybersecurity laws are needed to create a secure e-commerce environment for both businesses and consumers.

The Southeast Asia e-commerce logistics market is experiencing explosive growth, fueled by the region's burgeoning digital economy and rising e-commerce adoption. With a 2025 market size of $52.52 billion and a projected Compound Annual Growth Rate (CAGR) of 21.25% from 2025 to 2033, this sector presents significant opportunities for investors and businesses. Key drivers include the increasing smartphone penetration, expanding middle class with rising disposable incomes, and government initiatives promoting digital infrastructure development across Southeast Asia. The growth is further propelled by the increasing preference for convenient and faster delivery options, leading to the rise of innovative logistics solutions such as last-mile delivery optimization, automated warehousing, and the adoption of advanced technologies like AI and big data analytics for efficient route planning and inventory management. However, challenges such as inadequate infrastructure in some regions, varying regulatory landscapes across countries, and intense competition among established players and emerging startups need to be considered. The market is segmented by deployment (domestic and international), with domestic logistics currently holding a larger market share due to the high volume of intra-regional e-commerce transactions. The competition is fierce, with a mix of global giants and regional players vying for market share using strategies focused on technological advancement, strategic partnerships, and expansion into underserved areas. The market's future trajectory hinges on successfully addressing infrastructure gaps, streamlining regulations, and fostering collaboration across the value chain. The market's regional distribution reflects the varying levels of e-commerce penetration. While countries like Indonesia, Thailand, Vietnam, and Singapore are leading the charge, significant growth potential exists in less developed markets within the region. The competitive landscape is characterized by a diverse range of players, including international logistics giants, regional specialists, and nimble startups, each employing different strategies to gain a foothold. Growth opportunities exist in specialized services such as cross-border logistics, cold chain solutions for perishable goods, and environmentally sustainable delivery options. The success of companies in this dynamic market will depend on their ability to adapt quickly to evolving consumer demands, leverage technological advancements, and navigate the complex regulatory and logistical challenges. The forecast period (2025-2033) promises sustained growth, driven by continued e-commerce expansion and technological innovation within the Southeast Asian region.

Indonesia Classifieds and Online Market valued at USD 2.5 billion, driven by internet penetration, e-commerce growth, and digital payments. Key segments include real estate, automotive, and electronics.

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Indonesia Retail Market Size 2025-2029

The Indonesia retail market size is forecast to increase by USD 49.9 billion, at a CAGR of 4.7% between 2024 and 2029. The market is experiencing significant expansion, driven by the increasing preference for local brands among consumers.

Major Market Trends & Insights

Based on the Distribution Channel, the offline segment led the market and was valued at USD 141.30 billion of the global revenue in 2022.
Based on the Product, the Food and beverages segment accounted for the largest market revenue share in 2022.

Market Size & Forecast

Market Opportunities: USD 43.20 Billion
Future Opportunities: USD 49.9 Billion
CAGR (2024-2029): 4.7%

The trend is fueled by the growing middle class population and their desire for affordable yet quality products. However, the underdeveloped infrastructure poses a significant challenge for retailers. Limited access to reliable logistics and transportation networks, as well as inconsistent electricity supply, can hinder the smooth operation of retail businesses. To navigate these challenges, retailers must explore innovative solutions such as developing robust supply chain management systems and investing in renewable energy sources. By addressing these issues, retailers can effectively capitalize on the market's potential for growth and meet the evolving needs of Indonesian consumers.

What will be the size of the Indonesia Retail Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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In the dynamic retail market of Indonesia, customer journey mapping plays a crucial role in enhancing customer retention. Online reviews management is essential for maintaining brand building and addressing customer feedback. Supply chain visibility is key to optimizing logistics and ensuring store operations run smoothly. Cart abandonment and conversion rates are closely monitored through predictive analytics and marketing automation. RFID technology and sales training are integral to inventory optimization and pricing strategy. Product assortment and merchandise planning are informed by business intelligence (BI) and prescriptive analytics. Store layout and visual merchandising are critical components of market penetration and competitive advantage. The food and beverages segment is the second largest segment of the type and was valued at USD 122.10 billion in 2022.
Logistics optimization, retail infrastructure, and drone delivery are shaping the future of the industry. Sales forecasting, demand forecasting, and e-commerce infrastructure are essential for staying ahead of the competition. Staff training and customer experience (CX) are continuously improved through blockchain technology and promotional effectiveness analysis. Market penetration and competitive advantage are enhanced through pricing optimization, merchandise planning, and inventory optimization strategies. Brand building and customer retention are interconnected, with online reviews management and customer experience (CX) playing pivotal roles. Predictive analytics and sales training are essential for anticipating trends and optimizing performance. Store operations and supply chain visibility are crucial for ensuring a seamless retail experience.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


Product

  Food and beverages
  Electrical and electronics
  Apparel and footwear
  Home improvement and household products
  Others


Ownership Structure

  Local Retailler
  International Retailer


End-User

  Urban
  Rural


Payment Type

  Cash
  Digital Payments (Mobile Apps)
  Cards
  BNPL (Buy Now Pay Later)


Consumer Segment

  Urban
  Rural


Geography

  APAC

    Indonesia

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period. The segment was valued at USD 141.30 billion in 2022. It continued to the largest segment at a CAGR of 4.25%.

In Indonesia's dynamic retail market, convenience stores cater to everyday consumer needs with a focus on accessibility. These small retail outlets offer essentials such as groceries, personal care products, and snacks, often co-located with gas stations for added convenience. Digital payments are increasingly popular, streamlining transactions and enhancing customer experience. Department stores, a staple in urban areas, provide a broad range of consumer goods. They have significantly influenced shopping habits and luxury services in cities. Digital marketing and big data play crucial roles in

With nearly **** of its retail sales conducted over the internet, China is forecast to be the world's most penetrated e-commerce market in 2023. Indonesia and the UK follow, with roughly ** percent and **** percent, respectively, of retail sales expected to take place online.