Indonesia E-Commerce Market Growth Forecast: USD 760.8 Billion by 2033
TL;DR
Indonesia E-Commerce Market Analysis
Indonesia's e-commerce market is experiencing substantial growth, driven by increased internet and smartphone penetration, a tech-savvy population, and supportive government initiatives.
Market Size and Growth
The Indonesia e-commerce market was valued at USD 354.6 billion in 2024 and is projected to reach USD 760.8 billion by 2033, exhibiting a CAGR of 9.07% during 2025-2033. This growth is fueled by factors such as rapid internet and smartphone adoption, a growing young population, and increasing digital transactions via mobile devices. Government digital initiatives also play a significant role in supporting this expansion through programs. Innovations in logistics and payment infrastructure, along with the rise of social commerce, further contribute to the market's growth according to IMARC Group.
Image courtesy of IMARC Group
Key Market Insights
Key segments in the Indonesian e-commerce market include B2C (beauty, electronics, fashion, food, furniture) and B2B e-commerce. Mobile-first shopping behavior is accelerating, with live commerce and social platform integration gaining traction across the region. Java leads in digital activity due to its dense population, high internet usage, and advanced logistics infrastructure. Sumatra, Kalimantan, and Sulawesi show strong growth potential with improving connectivity and an expanding middle class driving demand.
Trends Driving the Market
Increasing penetration of the internet and smartphones is making online shopping more accessible. The Indonesian Internet Service Providers Association (APJII) reported that internet penetration increased from 78.1% in 2023 to 79.5% in 2024 according to their survey. Rising disposable income and a growing middle class are also contributing to the demand for online goods and services across the country. Government initiatives, such as the "Making Indonesia 4.0" program, aim to enhance digital infrastructure and promote e-commerce adoption nationwide.
E-Commerce Market Segmentation
The Indonesia e-commerce market can be segmented by type and region.
By Type:
- B2C E-Commerce: Includes sectors like Beauty and Personal Care, Consumer Electronics, Fashion and Apparel, Food and Beverage, Furniture and Home, and Others as detailed by IMARC Group.
- B2B E-Commerce: Driven by businesses seeking efficiency and cost savings through digital transformation initiatives.
Image courtesy of IMARC Group
By Region:
- Java: Benefits from high internet connectivity and smartphone penetration, with a large customer base due to high population density as reported by Green Data Centre Indonesia.
- Sumatra: Improving internet infrastructure and expanding logistics networks are driving e-commerce growth in the region.
- Kalimantan: Increasing access to online shopping and government initiatives promoting the digital economy are key factors for growth.
- Sulawesi: Growing smartphone usage and government support for digitalization are stimulating e-commerce expansion across the island.
Competitive Landscape
The Indonesian e-commerce market is highly competitive, with key players such as Shopee, Lazada, and Tokopedia dominating the market. Local giants like Blibli and Bukalapak also hold significant market shares. Global entrants like Amazon and Alibaba are intensifying competition, pushing innovation and customer service improvements according to industry reports.
Recent Developments
- March 2025: Jayud Global Logistics Limited launched an exclusive air cargo service between Jakarta and Fuzhou, China, to support e-commerce growth in Southeast Asia.
- March 2025: AnyMind Group was selected as the exclusive e-commerce distributor in Indonesia for Korean baby products brand Moyuum.
- October 2024: Rohto Indonesia and Kobayashi Indonesia began using AnyMind Group’s live e-commerce services through Digital Distribusi Indonesia (DDI).
- September 2024: YouTube and Shopee announced plans to launch an e-commerce service in Indonesia, allowing direct purchases from YouTube videos via Shopee links.
- April 2024: Lazada partnered with Aha Commerce to encourage local brands to go digital and grow their e-commerce businesses.