Local e-commerce marketplaces like Tokopedia and Shopee still lead the market

Local e-commerce marketplaces like Tokopedia and Shopee still lead the market

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DUBLIN, Sept. 27, 2022 (GLOBE NEWSWIRE ) — “Indonesia B2C E-Commerce Market Opportunity Data Book – 100+ KPIs, Key Players, E-Commerce Verticals (Shopping, Travel, Food Services, Media & Entertainment, Technology) Market Share, Sales Channel Analysis, Payment Instrument, Consumer Demographics – Q2 2022 Update” report has been added to’s supply.

The Indonesian market is expected to grow at an annual rate of 19.00% to reach US$37.8 billion in 2022

The mid- to long-term growth story of Indonesia’s B2C e-commerce industry promises to be fascinating. B2C e-commerce is expected to grow steadily during the forecast period, with a CAGR of 15.56% during 2022-2026. The country’s B2C e-commerce gross merchandise value will increase from $31.7 billion in 2021 to $67.3 billion in 2026.

The outbreak of the global pandemic and social distancing measures implemented to manage Covid-19 have led to the growth of the global B2C e-commerce market as the pandemic confines most people to their homes. Stay-at-home agreements have also accelerated the growth of online transactions around the world, and Indonesia is no exception. Indonesia also has a higher percentage of e-commerce transactions in total retail sales than other developed markets such as the US, France, Spain and Sweden.

The country will become one of the largest digital economies in Southeast Asia, accounting for about 40% of the market share in the region. Indonesia’s young population is expected to play a key role in driving the industry’s short-to-medium term growth.

In terms of the competitive landscape, local e-commerce marketplaces such as Tokopedia and Shopee are still leading the e-commerce space. These players expanded their market share, surpassing competitors such as Lazada, Bukalapak, Blibli and Indonesia.

Each of these e-commerce marketplaces in the country has unique advantages. For example, Shopee has a closed-loop ecosystem that includes logistics and payment services, while the merger of Tokopedia and Gojek provides the company with more resources. Instead, Bukalapak’s mitra plans to focus on mom-and-pop stores across the country. Despite many differentiating factors, all these players have also become similar in many ways, including marketing content, free shipping offers, and promotions.

Companies are raising capital through public offerings to support their growth strategies in Indonesia

With the increasing competition in the Indonesian e-commerce industry and the expected growth of the market in the next three to four years, the company raised funds through a public offering to support its growth strategy.

  • GoTo, the Indonesian startup formed from the merger of e-commerce marketplace Tokopedia and ride-hailing giant Gojek, has raised $1.1 billion in an initial public offering scheduled for April 4, 2022. The combined entity, GoTo, which has three businesses — ride-hailing, e-commerce and financial services — under a single ecosystem, is planning to use the proceeds of the public offering to support its growth strategy.

  • The company has also raised $1.3 billion from investors including Google, SoftBank, Abu Dhabi Investment Authority, Temasek, Tencent and Fidelity International ahead of an initial public offering in 2021. In March 2022, the company said its total addressable market in the country was expected to increase from $44.6 billion in 2020 to $137.5 billion in 2025. This indicates that the company will continue to expand its market share in the e-commerce segment, from a short to medium term perspective.

  • In August 2021, Bukalapak, another Indonesian e-commerce company, raised $1.5 billion in a public offering, valuing the company at $6 billion. In addition to GoTo and Bukalapak having raised funds publicly, it is understood that another Indonesian e-commerce company, Blibli, also plans to raise US$500 million through an IPO. The potential listing of Blibli is expected to take place by the end of June 2022 or in July 2022.

Social commerce startup is raising funds to expand in more markets

The social commerce space has boomed in Indonesia over the past two years, with many innovative startups entering the market. After gaining popularity in Indonesia, the startups seek to expand into new markets. So social commerce startups are raising money.

  • In June 2022, Dagangan, an Indonesian rural social e-commerce startup, announced that it had raised $6.6 million in its Pre-B round of funding, led by BTPN Syariah, a subsidiary of Sumitomo Mitsui Banking Corporation (SMBC), in Ventura. The investment round is part of the company’s strategy to expand into new markets and increase product capabilities. Notably, the e-commerce platform offers same-day or next-day delivery for a wide range of home products, including food and clothing.

  • In September 2021, Evermos, another social commerce startup from Indonesia, announced that it had raised US$30 million in a Series B round led by UOB Risk Management.

Online travel companies are looking to raise capital to further accelerate their growth in the market

With the tourism industry expected to recover strongly over the next three to four years, players in the space are raising funds to further accelerate growth and strengthen their positions as market leaders.

  • In June 2022, Skift reported that Traveloka, Indonesia’s leading travel platform, plans to raise more than $200 million in a funding round. As of June 2022, the company has raised a total of US$1.2 billion through six investment rounds, including a US$250 million round led by Qatar Investment Authority in July 2020.

  • In Indonesia, Traveloka is the largest online travel agency with a 43% market share. Along with Agoda and, the company also dominates online travel in Malaysia, Thailand and Singapore. This round of financing will help the company to further develop its business and valuation, which will also support Traveloka’s future public offering at an attractive price.

On-demand grocery delivery startup is raising money for product development and customer acquisition

Like many countries around the world, on-demand delivery is gaining popularity in Indonesia. This has led many existing and new players to enter the e-grocery space over the past two years. As the market becomes increasingly competitive, startups are raising capital for product development and customer acquisition. For example,

  • In May 2022, Astro, which provides 15-minute grocery delivery services, announced that it had raised $60 million in its Series B funding round. The May 2022 investment brings the total funds raised by the company since its inception in 2021 to $90 million. The round, led by Accel, Tiger Global and Citius, will be used for product development and customer acquisition.

  • In March 2022, Sayurbox also announced that the company had raised over $1.2 million in Series C funding led by Northstar and Alpha JWC Ventures.

The fast commerce space is also booming in online grocery, with startups looking to deliver orders to consumers in the country within 10 minutes. Fast grocer startups are also raising money.

  • In February 2022, Indonesian fast commerce startup Bananas announced that it had raised $1 million in its seed round to speed up the grocery delivery process.


Indonesian B2C e-commerce market size and future growth dynamics

  • Gross merchandise value trend analysis

  • Average value trend analysis per transaction

  • Commodity volume trend analysis

Indonesia User Statistics and KPI Ratios

  • User Statistics

  • Abandoned card rate and product return rate

  • B2C e-commerce per capita and per capita GDP

  • Per Capita GDP Trend Analysis

Indonesia B2C E-Commerce Market Shares by Key Players

  • Indonesia Retail Shopping E-Commerce Market Share by Key Players (Bukalapak,, Lazada, Shopee, Tokopedia)

  • Indonesia Travel E-Commerce Market Shares by Key Players (Agoda, Bobobox, PegiPegi,, Traveloka)

  • Indonesia Food Service E-Commerce Market Share by Key Players (GoFood, Grab Food, Kulina, Wahyoo)

Indonesia B2C E-commerce Market Size and B2C E-commerce Market Segment Forecast (2017-2026 Gross Merchandise Value Trend Analysis)

  • Retail Shopping (segmented by Apparel, Footwear & Accessories, Health, Beauty & Personal Care, Food & Beverage, Appliances & Electronics, Home Decor, Books, Music & Video, Toys & Hobbies, Automotive)

  • Travel and hospitality (by air travel, trains and buses, taxi services, hotels and resorts)

  • Online Food Services (Segmented by Aggregators, Direct to Consumer)

  • Media and entertainment (broken down by streaming services, movies and events, theme parks and games)

  • healthcare and wellness

  • Technical Products and Services

  • other market segments

Indonesia B2C E-commerce Market Size and Retail Shopping Sales Channel Forecast

  • consumer platform

  • direct to consumer

  • consumer to consumer

Indonesia B2C E-Commerce Market Share by Travel and Hotel Sales Channel

  • Market share of travel and hotel sales channels

  • Aggregator App – Gross Merchandise Trend Analysis

  • Direct to Consumer – Gross Merchandise Trend Analysis

Forecast of B2C E-commerce Market Size and Online Food Service Sales Channels in Indonesia

  • aggregated application

  • direct to consumer

Indonesia B2C E-Commerce Market Size and Forecast by Participation Model (Gross Merchandise Value Trend Analysis, 2017-2026)

  • website based

  • live streaming

Indonesia B2C E-Commerce Market Size and Forecast by Location (Gross Merchandise Value Trend Analysis, 2017-2026)

Indonesia B2C E-Commerce Market Size and Device Forecast (Gross Merchandise Value Trend Analysis, 2017-2026)

Indonesia B2C E-Commerce Market Size and Operating System Forecast

  • iOS/macOS

  • android

  • other operating systems

Indonesia B2C E-commerce Market Size and City Forecast

Indonesia B2C E-Commerce Market Size and Payment Instrument Forecast (Gross Merchandise Value Trend Analysis, 2017-2026)

  • credit card

  • debit card

  • money transfer

  • prepaid card

  • Digital and Mobile Wallets

  • cash

  • other digital payments

Indonesian B2C E-Commerce Consumer Demographics

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