Indonesia

Indonesia

General Information

  • Population 276.4 m
  • Population 15 + 205.3 m
  • Online Population 212.3 m
  • Area 1,904,569 km2
  • Currency IDR
  • GDP 1,150.2 bn USD
  • GDP per Capita 4,162 USD
  • Card-based payments
  • Cash-based payments
  • Bank transfer
  • Wallets
  • Other
[{"label":"Card-based payments","value":"17"},{"label":"Cash-based payments","value":"14"},{"label":"Bank transfer","value":"23"},{"label":"Wallets","value":"39"},{"label":"Other","value":"7"}]
Banked population
  • Indonesia 52%
  • Asia Pacific 71%
  • World 67%
Credit card penetration
  • Indonesia 2%
  • Asia Pacific 13%
  • World 19%
Internet penetration
  • Indonesia 77%
  • Asia Pacific 60%
  • World 62%
Smartphone penetration
  • Indonesia 57%
  • Asia Pacific 71%
  • World 70%

Consumers in smaller cities in Indonesia are often penalised because of complicated supply chain issues, and end up paying more for their purchases. A start up called KitaBeli plans to change this with its own distribution network, a social commerce network and warehouses in every city it covers. 

On the 1st April 2022 the VAT rate increased to 11% and will increase to 12% on 1st January 2025 on all goods and services purchased through an e-commerce platform by Indonesian customers from external agents.

The most popular e-commerce store in Indonesia in July 2022 was shopee.co.id which had 171.2m visits.

Future e-commerce trends (2021-2026)

E-Commerce market size forecast ($US billion)
2022 35.2
2023 43.0
2024 50.5
2025 58.3
2026 66.4
E-Commerce spending per capita ($US)
2022 128
2023 155
2024 180
2025 206
2026 233
E-Commerce spending as % of GDP
2022 2.7%
2023 3.0%
2024 3.3%
2025 3.5%
2026 3.7%

Indonesia

The E-Commerce Market

Top e-commerce segments

  1. Fashion: 31%
  2. Electronics & Media: 23%
  3. Food & Personal Care: 16%
  4. Toys, Hobby & DIY: 16%
  5. Furniture & Appliances: 14%

Cross-border e-commerce

  1. % of online shoppers who have shopped cross-border – 25%

Top 3 cross-border shopping origin markets

  1. China: 43%
  2. US: 10%
  3. Singapore: 9%
B2C E-commerce Growth 20->21
  • Indonesia 39.0%
E-commerce % of total retail
  • Indonesia 10%
  • Asia Pacific 23.8%
  • World 20%
E-commerce completed on a mobile device
  • Indonesia 63%
  • Asia Pacific 59%
  • World 53%

The Credit Card Split

  • Visa
  • Mastercard
  • Other
[{"label":"Visa","value":"48"},{"label":"Mastercard","value":"36"},{"label":"Other","value":"16"}]
  • E-commerce market size 28.2 bn USD
  • E-Commerce spending per capita 103 USD
  • E-commerce spending as % of GDP 2.4%

The information on our Insights pages has been compiled by us in cooperation with Datamatics and Wright & Brown. The data shown is partially owned by us and partially owned by GlobalData. © 2021 by PPRO Financial Ltd. No data and information can be used for any further publication without the explicit approval of PPRO.

Indonesia

Local Payment Methods

Alfamart Type Cash Regions Asia Pacific Market relevance Medium BitPay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 DOKU Type Wallet Regions Asia Pacific Market relevance High GoPay (by Gojek) Type Wallet Regions Asia Pacific Market relevance High GrabPay Type Wallet Regions Asia Pacific Market relevance High Hyperwallet Type Bank transfer, Gift card, Prepaid voucher Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Indomaret Type Cash Regions Asia Pacific Jenius Pay Type E-wallet Regions Asia Pacific Market relevance Medium Kredivo Type Buy Now, Pay Later, Instalments Regions Asia Pacific Market relevance High LinkAja Type Wallet Regions Asia Pacific Market relevance High OVO Type Wallet Regions Asia Pacific PayPal Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Paysera Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High PermataNet Type Other (Internet banking) Regions Asia Pacific Market relevance High Skrill Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High 123 Type Bank transfer, Cash Regions Asia Pacific Market relevance High AirPay Type Wallet Regions Asia Pacific Market relevance High Allied Wallet Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High UnionPay Type Local payment card Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Boku Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Dana Type Wallet Regions Asia Pacific Market relevance High Google Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Mobiamo Type Carrier billing Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High OVO Cash Type Wallet Regions Asia Pacific Market relevance High Razer Gold Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High ShopeePay Type Wallet Regions Asia Pacific Market relevance High SWIFT Type Bank transfer Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance High Alfamidi Type Cash Regions Asia Pacific Market relevance Medium AstroPay Type Prepaid voucher Regions Asia Pacific, Middle East & Africa, South & Central America + 1 Market relevance Medium Kioson Type Wallet Regions Asia Pacific Market relevance Medium LINE Pay Type Wallet Regions Asia Pacific Market relevance Medium Secure Remote Commerce (SRC) Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance Medium BCA KlikPay Type Bank transfer Regions Asia Pacific Boloro Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 e-pay BRI Type Bank transfer Regions Asia Pacific G2A Pay Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Market relevance Medium Jokul Type Bank transfer, Buy Now, Pay Later, Credit card Regions Asia Pacific Livin by Mandiri Type Bank transfer Regions Asia Pacific NETELLER Type Wallet Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3 Saldo Klik Type Bank transfer Regions Asia Pacific KasPay Type Wallet Regions Asia Pacific Splitit Type Instalments Regions Asia Pacific, Eastern Europe & the CIS, Middle East & Africa + 3

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