Insights into the growth of Indonesia ecommerce profiling payment methods, target audiences, marketing, social media, economy and logistics
Digital User Insights
There are currently 158 million ecommerce users in Indonesia, with an additional 63 million users to be shopping online by 2021. These 221 million ecommerce users will represent 77% of the total population. The average user spends US$240 online, which will grow to US$254 by 2025.
Total ecommerce revenue across all product categories is US$38 billion and expected to reach US$56 billion by 2025. Fashion is currently the leading product category, accounting for US$12.5 billion market share. Electronics and Media is second, accounting for US$8 billion.
By 2025, fashion will still lead, valued at US$18 billion. Electronics and Media will also grow, reaching US$11.7 billion.
Preferred Online Payments
In 2020, online payment methods such as PayPal and Amazon Pay accounted for 50% of online purchases. 45% of Indonesian online shoppers paid by debit card, with customers also paying by cash on delivery (44%) and direct debit (29%). Credit cards accounted for 27% of payments.
Where does Indonesia buy from?
Internet and Device Usage
Indonesian shoppers use their mobile devices constantly and mcommerce is growing at a compound annual rate of 45.2% to 2021 with sales anticipated to be worth US$31.5 billion through this channel.
Total Marketing spend in Indonesia has risen in recent years, with advertisers investing more in all platforms reaching US$3.46 billion in 2020.
Digital advertising accounts for almost a third (27%) of this.
For more market insights, check out the ESW series of blogs covering a range of emerging ecommerce markets.
*Insights derived from ESW data, Statista, WorldBank, OECD and other industry sources.