As previously highlighted in our Free Southeast Asia eCommerce Outlook 2023, Indonesia is the fourth-largest country by population, and consequently the biggest eCommerce market in the flourishing Southeast Asia online retail economy with an estimated US $68.54 billion in revenue. Furthermore, a young population pyramid plus one of the highest smartphone penetration rates, makes Indonesia a very attractive market for businesses to conduct online sales.
For brands looking to increase their reach in Indonesia, these are the main multi-vendor marketplaces to consider in their multichannel eCommerce strategy.
This ranking covers the largest eCommerce platforms in Indonesia based on findings from our Data ServiceWe provide you with professional data research and analysis for Southeast Asia and China eCommerce. Information includes sales volume, market size, segmentation, brand, merchant, share and price.eCommerce Marketplace Monitoring Services in Southeast Asia–and taking website traffic & app download data from February 2024 into consideration–to give you a better understanding of the online landscape in the region. We’ll also go over some global marketplaces that although do not have a dedicated ID store, are still popular in Indonesia.
If you’re looking for an overview of the whole region, make sure to check out our ranking of Southeast Asia’s 10 Largest Online Marketplaces
8-biggest e-Commerce Platforms in Indonesia
1. Shopee ID
- Monthly Visits (Web): 227.6M
- Monthly App Downloads (Android): 7.7M
Shopee is partly owned by China’s Tencent and is the largest comprehensive eCommerce platform in Indonesia and Southeast Asia. In recent years, Shopee ID has surged to become the undisputed leading marketplace in the country.
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2. Tokopedia
- Monthly Visits (Web): 95.6M
- Monthly App Downloads (Android): 2.4M
Having initially been established as a C2C platform in 2009, Tokopedia is a local multi-vendor marketplace headquartered in Jakarta that now hosts over 8,000 official brand stores. One of its biggest advantages is that its logistics coverage reaches 93% of the country, with many regions having same-day express delivery. In December 2023, TikTok acquired a 75% stake in Tokopedia after the government’s ban on direct e-commerce on social media platforms.
Get started with TikTok X Tokopedia or any of the region’s top eCommerce platforms with TMO’s Marketplace Store Setup Services in Southeast Asia.
3. Lazada ID
- Monthly Visits (Web): 43.6M
- Monthly App Downloads (Android): 2.2M
Lazada, part of the Alibaba family, is an online department store and a marketplace for retailers to sell their products. It is also one of the largest and most popular e-commerce platforms in Southeast Asia. Lazada has successfully launched an online e-commerce business in six Southeast Asian countries: Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.
Tip: For a continuously updated snapshot of the best-selling products, categories, and merchants selling on Lazada and Shopee, download our free Southeast Asia eCommerce Datasets that are released monthly.
4. Blibli
- Monthly Visits (Web): 23.1M
- Monthly App Downloads (Android): 341.4K
Being such a big country, Indonesia boasts its local eCommerce platforms to compete with regional giants, and Blibli is another example of this. Having a reputation for highlighting local Indonesian brands on its marketplace, Blibli notably runs all its logistics efforts in-house to ensure two-day delivery. In 2019, Blibli made a special effort to stand out from the rest of the pack. It became Indonesia’s first eCommerce site to integrate video streaming. Blibli Play offers on-demand sports streaming as well as integrations with the eCommerce platform.
5. Bukalapak
- Monthly Visits (Web): 4.2M
- Monthly App Downloads (Android): 227.9K
Bukalapak is yet another Indonesia-native platform on this ranking and is now a unicorn company that mainly caters to small and medium enterprises (SMEs). In 2019, the platform launched BukaGlobal, allowing sellers from regions like Singapore, Australia, Malaysia, Thailand, Hong Kong, Taiwan, and Mainland China, but has ceased operation due to the latest regulations.
6. Zalora ID
- Monthly Visits (Web): 2.2M
- Monthly App Downloads (Android): 191.1K
Zalora is a Singapore-based fashion and cosmetics retailer offering a mix of more than 500 international brands as well as local designs. Zalora delivers goods quickly and provides cash on delivery and free returns services. It is one of the most popular fashion shopping platforms in Indonesia.
7. Bhinneka
- Monthly Visits (Web): 1.5M
- Monthly App Downloads (Android): 2.0K
Bhinneka is a chain of specialty department stores established in 1993 and mainly focuses on B2B sales of computers, laptops, gadgets, home appliances, and accessories. In addition, over 9,000 third-party vendors offer a variety of electronic equipment in both its physical stores and through online retail.
8. Ralali
- Monthly Visits (Web): 45.3K
- Monthly App Downloads (Android): 235
Ralali is another local B2B marketplace that lists over 3,000 product categories from 12 industries ranging from construction to food, automotive, and other supplies.
Other Popular Global eCommerce Platforms in Indonesia
In addition to the aforementioned marketplaces, there are other platforms that operate globally and should also be closely followed.
1. TikTok Shop
- Monthly Visits (Web): NA
- Monthly App Downloads (Android): 500.7K
TikTok Shop is already a reality in Southeast Asia with an impressive 60% YoY growth in the region, enabling it to quickly catch up to its competitors. In Indonesia, however, its popularity was short-lived, with the government’s 2023 ban on in-app transactions which forced TikTok Shop to halt operation in October of last year.
A few months after the ban, Douyin announced a 75% stake in Indonesia’s eCommerce leader Tokopedia in a move to circumvent the ban, enabling TikTok Shop to resume business in Indonesia with good results in Beauty Products while Health Supplements are yet to return to pre-legislation levels. The future of TikTok in the country is still uncertain as it is still facing some pushback from Indonesian authorities.
Want to get started with TikTok Shop or any of the region’s top eCommerce platforms? TMO specializes in Marketplace Store Setup Services in Southeast Asia.
2. Amazon Global
- Monthly Visits (Web): 5.1M
- Monthly App Downloads (Android): 15.9K
While Amazon does not have a dedicated website in any Southeast Asia country other than Singapore, it is still available and, to an extent, popular in Indonesia. Amazon’s biggest competitive advantage is that some international products are more readily available than in other marketplaces. Its downside, however, is that users often have to rely on third-party delivery services to get the goods, and the speed and reliability of such deliveries can hardly compare with that of local marketplaces.
3. Alibaba.com
- Monthly Visits (Web): 2.9M
- Monthly App Downloads (Android): 340.0K
One marketplace that could not be missing from any eCommerce platform ranking is Alibaba Group’s B2B wholesale giant for businesses searching for suppliers. The Group, which also owns the B2C platform Lazada, has an incredibly robust logistics network and enables not only Chinese, but international retailers, wholesalers, and manufacturers looking to sell their products online in Indonesia as well.
If you want to know about the eCommerce landscape in Indonesia, make sure to check out our eCommerce Market Localization Guides available in Free Starter and Paid Premium Versions and based on our 20+ years of experience in eCommerce market entry strategies.
Entering Indonesia’s Online Market
Indonesia, along with the rest of the countries in Southeast Asia, is home to some of the biggest mobile and social media users on the planet, and the country’s explosive economic growth in recent days has translated into huge opportunities for the eCommerce industry.
However, entering this market is no easy task. Knowing what is the population, economic, and eCommerce market size; which product categories are suitable for selling on these platforms; what are the requirements for foreign direct investment and foreign legal entities in the region; and what should be considered regarding local tariffs, product certification, and logistics; are some of the essential considerations needed for a successful Southeast Asia market strategy.
If you are looking for an eCommerce agency to assist you in your Southeast Asia business expansion, or want to explore other alternatives to grow in the region, reach out to us to learn more about our Consultancy & Strategy Services services, from branded eCommerce website development to social commerce and other Cross-border eCommerce Solutions.
