Indonesia Market

Indonesia is a fast-growing e-commerce market. With a population of 276 million, Indonesia is the fourth most populous country in the world, offering a vast consumer base for e-commerce companies to tap into. The combination of a large population, increasing internet penetration, and widespread smartphone adoption creates a favorable environment for online shopping in the country.


On the Shopee platform, in May, the top-selling categories in the Indonesian region were apparel & fashion, followed by electronics & accessories, and health & beauty. These three categories collectively contributed to 70% of the total sales. Notably, within the electronics & accessories category on Shopee, TMO Group observed a strong consumer preference among Indonesians for Xiaomi smartphones and Apple Macbooks.

Moving to the Lazada platform, health & beauty emerged as the leading categories in terms of sales in Indonesia during May, accounting for nearly 22.3% of the overall sales. Following were TV & home electronics and home & lifestyle supplies, accounting for 16.5% and 11.9% of the total sales, respectively. Within Lazada’s health & beauty category, food supplements stood out with significantly higher sales compared to other subcategories, capturing a substantial 49.3% of the total sales.

What is in this datapack

In the datapack we provide our estimates of the Shopee and Lazada sales in May 2023 (separate file for each platform) for Indonesia market, broken down by product categories.

We provide such numbers as total SKUs with sales, number of sales, revenue (both in local currency and in USD), distribution of sales by the price range of items. Where relevant, we show internal categories of product groups.

We list top 5 products (by revenue) in each category, their price, sales volume, name and picture.

Notification of Update

Starting from February 2023, TMO no longer releases monthly South East Asia eCommerce sales estimates of the six Southeast Asian countries. Instead, we will refer to Shopee and Lazada’s marketing calendars to collect and publish sales estimates for the selected country each month. To enhance readers’ understanding of the top products, we will also translate the parts containing local languages into English.

The country plan for 2023 is as follows: Thailand for February issue, Malaysia for March issue, Vietnam for April issue, Indonesia for May issue, Singapore for June issue, the Philippines for July issue, Vietnam for August issue, Thailand for September issue, Malaysia for October issue, Singapore for November issue, and the Philippines for December issue.

At the same time, we will delve into various industries, continuously releasing industry outlooks to meet readers’ needs for focused attention on specific industries. In December 2022, TMO already published the first issue of Southeast Asia Cosmetics and Makeup Market Outlook. Furthermore, TMO will be introducing additional industry outlooks to furnish readers with comprehensive insights into segmented market trends, enabling them to make informed business decisions. Stay tuned!

If you are looking to dive deeper into Southeast Asia’s eCommerce market, look no further than our expert team! With our thorough research and analysis, you’ll gain a deep understanding of your niche, including market structure, size, and emerging trends. We’ll also provide invaluable insights on price ranges, top-selling items, and popular brands to help you stay ahead of the competition.

Get in touch today to learn more about how we can help you unlock the full potential of Southeast Asia’s eCommerce market!