eCommerce market in Indonesia

Indonesia is the 9th largest market for eCommerce with a predicted revenue of US$81,057.1 million by 2025, placing it ahead of France. Revenue is expected to show a compound annual growth rate (CAGR 2025-2029) of 18.2%, resulting in a projected market volume of US$158,443.6 million by 2029. With an expected increase of 25.0% in 2025, the Indonesian eCommerce market contributed to the worldwide growth rate of 9.8% in 2025. Like in Indonesia, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Indonesian eCommerce market. Electronics is the largest market and accounts for 28.9% of the Indonesian eCommerce revenue. It is followed by Fashion with 23.1%, Grocery with 16.7%, Furniture & Homeware with 10.9%, Hobby & Leisure with 9.7%, Care Products with 5.9%, and DIY with the remaining 4.8%.

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 retail market, the online share is 10.1% and will increase by an average of 3.4% to 11.5% by 2029.

The biggest player in the Indonesian eCommerce market is blibli.com. The store had a revenue of US$381.0 million in 2024. Store rankings include every store that generates revenue in Indonesia. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Indonesia was considered.

With 60.3% Bank Central Asia (BCA) the most commonly offered payment method of all online stores in the Indonesian eCommerce market in 2024. Like Bank Central Asia (BCA) MANDIRI BANK with a share of 50.8% and Bank Negara Indonesia (BNI) with a share of 41.2% the payment type Bank transfer is the most common used by online retailers in in the Indonesian eCommerce market in 2024. Other commonly used payment methods in that market are VISA (Cards) with 48.5% and Mastercard (Cards) with 46.9% of stores offering that payment method to the clients.

Despite JNE Express's dominant position with 70.7% of online stores opting for its services, the Indonesian eCommerce market in 2024 remains diverse and competitive. Several other shipping service providers, including Sicepat, J&T Express, Gojek, and TIKI, hold smaller but significant shares, contributing to a dynamic and fragmented market.