Insights into the growth of Indonesian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled


Indonesia is home to 261.12 million people with a total GDP of 932.26 billion USD and GDP per capita of 4,195 USD, which is expected to reach 5,790 USD by 2022.

Digital User Insights

There are currently 31.65 million eCommerce usersin Indonesia, with an additional 22.24 million users expected to be shopping online by 2022. Four years from now, these 43.89 million eCommerce users will spend an average of 375.32 USD online.

INDO  Online

Internet usage

On average, Indonesian desktop users spend 4 hours 48 minutes per day on the internet, whereas mobile users spend 3 hrs 55 minutes. 

Product Categories

Total Indonesian eCommerce revenue across all product categories is 8.59 billion USD, and is expected to grow to 16.48 billion USD by 2021. Fashion is currently the leading product category in Indonesia, accounting for 3.05 billion USD market share, followed by Toys, Hobby and DIYwhich generates 1.82 billion USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 6.17 billion USD, and second favorite, Toys, Hobby and DIY will have an expected worth of 3.90 billion USD.

INDO  Revenue


In 2016, Indonesia was ranked 63rd in the World Bank Logistics ranking.

Preferred Online Payments

80.7% of Indonesian shoppers like to pay with bank transfer when shopping online.

INDO  Payments

Where does Indonesia buy from?

China supplies Indonesia with 32.1 billion USD in imports – ranging from telephones to petroleum. Indonesia’s other key import partners are Singapore ($25.8 billion), Japan ($11.3 billion), Malaysia ($6.67 billion) and South Korea ($6.61 billion).

INDO  Imports

Internet and Device Usage

Internet penetration in Indonesia is currently 42.1%, and should reach 49.9% by 2022. Smartphone penetration is a little less (26.3%), but is projected to grow to 32.1% in the next four years.

55% of online shoppers in Indonesia frequently buy via mobile, compared to 46% who buy via desktop (46%) and tablet (40%) shoppers.

INDO  Devices


In 2018, it is estimated Indonesia will spend $2.85 billion USD on digital ads.

INDO  Ad Spend

Social Media

44% of people in Indonesia are active social network users, thanks to Facebook, Twitter, Instagram and Path, which are the leading social networks.

INDO  Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.