E-Commerce in Indonesia
E-Commerce Revenue
US$68,236m
2025Growth
5-10%
2025Growth Forecast
10-15%
25/26Average Order Value
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Indonesia E-Commerce Market Size & Growth
E-Commerce Revenue by Year & Annual Growth Rate
The Indonesian E-Commerce Market generated an e-commerce revenue of US$68,236m in 2025, reflecting an e-commerce growth rate of 5-10% compared to the previous year. Projections for 2026 see the e-commerce market trending toward a change of 10-15%.
Annual Revenue
US$68,236m
2025Annual Growth Forecast
10-15%
25/26E-Commerce Market Size by Annual Revenue (in Million US$)
2023
2024
68,2362025
2026
2027
Monthly E-Commerce Revenue & Growth
Online sales are subject to changes throughout a year that are determined by broader consumer habits, cultural preferences, and the general state of the economy. In the Indonesian E-Commerce Market, monthly revenues in October of 2026 were US$7,036m. This represents a change of 10-15% from the previous month.
Revenue Current Month
US$7,036m
10/26Growth from Previous Month
10-15%
09/26-10/26Monthly Revenue (in Million US$)
06/2026
07/2026
08/2026
09/2026
7,03610/2026
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Top E-Commerce Categories in Indonesia
Electronics is the largest e-commerce category in Indonesia, with 29% of online revenue in 2025. The category spans consumer electronics like smartphones and laptops, as well as home appliances.
Fashion and skincare show how Indonesian shoppers buy online. E-commerce fashion in Indonesia moves through marketplaces and social commerce, where sellers present new pieces in live streams. Skincare follows a similar path. Local brands like Wardah and Somethinc compete with international names for the same shoppers, often in the same video feed.
Revenue Breakdown by Category
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Top E-Commerce Websites in Indonesia
The biggest e-commerce website in Indonesia is Shopee, generating US$127,400m in 2025. It grew by 25-30% in 2025. Tokopedia follows in second place and Tiktok Shop in third. All three are online marketplaces that are mostly used through their apps. Shopee belongs to Singapore-based Sea Group. Tokopedia started in Jakarta. Lazada, part of Alibaba Group, and Blibli also compete for Indonesian online shoppers.
# 1
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| Position | Retailer | Biggest Category | Biggest Country | Growth 24/25 | Revenue 2025 (GMV) |
|---|---|---|---|---|---|
| 1. | Electronics | Indonesia | 25-30% | US$127,400m | |
| 2. | |||||
| 3. |
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Note: This ranking is based on GMV. Click here to learn more about our methodology and the drilldown available at ECDB.
Indonesia E-Commerce Market Share of Total Retail
E-commerce in Indonesia reached a 10-15% share of total retail revenue in 2025. This share is expected to grow by 10-15% through 2026. This e-commerce market share depicts how much of Indonesia's retail spending runs through online channels. It covers B2C sales across marketplaces, social commerce and brands' own online stores. The rest still happens offline, but part of it is expected to move online in the near future.
Online Share
10-15%
2025Online Share Forecast
10-15%
2026Online Share/E-Commerce Market Share
2023
2024
10-15%2025
10-15%2026
2027
Top Shipping, Payment and Software Providers in Indonesian E-Commerce
One of the key characteristics of any e-commerce market is its top service providers. This refers to the most prevalent carriers online retailers use for their shipments, the type of payment methods they offer, or the shop software they use to manage their store site. In the Indonesian E-Commerce Market, JNE Express is the shipping provider offered by most e-commerce retailers, Bank Central Asia (BCA) (Bank transfer) is the number one payment provider, and WooCommerce the leading provider of shop software.
Top Shipping Provider
JNE Express
Share
Top Payment Provider
Bank Central Asia (BCA) (Bank transfer)
Share
Top Shop Software Provider
WooCommerce
Share
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Indonesian E-Commerce: Conversion Funnel KPIs
In 2025, the add-to-cart rate for the Indonesian E-Commerce Market was 9.0-9.5%, while the cart abandonment rate was 82.5-83.0%. The e-commerce shopping statistics of consumers buying are used to benchmark performance for e-commerce retailers in the market.
9.0-9.5% 2025
Conversion Rate
2025Discount Rate
2025Return Rate
2025Average Order Value
2025Social Commerce in Indonesia
Indonesian online shopping moves fast, and much of it starts on social media. Shoppers discover products in short videos, ask sellers questions in chat and check out without leaving the app. Live shopping streams are a key channel for many sellers, with Electronics the biggest product category, but Fashion also big in Indonesian e-commerce.
Regulation shaped the model. In 2023, Indonesia banned direct sales on social media platforms. TikTok responded by taking a majority stake in Tokopedia and merging its Indonesian shop into it. Today TikTok Shop ranks among the top three e-commerce platforms in the country.
Many brands pair online marketplaces and social channels with a store of their own. WooCommerce is the most common shop software among Indonesian online stores, with Shopify among the hosted alternatives.
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