Indonesia’s Marketplaces Go Big and Go Local
TL;DR – Indonesia is at the center of Southeast Asia’s ecommerce gold rush as businesses continue to dump money into the market for good reason.

With a population of 260 million, Indonesia is the most populous country in Southeast Asia and the 4th most populous country in the world. Indonesia is the fastest growing internet market in the world with internet users projected to grow from 92 million in 2015 to 215 million by 2020.

Indonesia’s ecommerce market value is estimated to reach $6.963 billion in 2017. The ecommerce market size future projections vary from $14.5 billion in 2021 to $46 billion in 2025.

An online shopper in Indonesia on average spent $228 in 2016 and the spending is projected to be 50% higher in 2021. 41% of respondents have made a purchase online in the past 30 days. In 2021, every fifth Indonesian will shop online, up from every eight in 2015.

Indonesia is also the only country in Southeast Asia likely to produce the first marketplace to become a unicorn, Tokopedia. With so much retail potential, how are the rest of Indonesia’s most popular marketplaces sizing up?

Web Traffic

Marketplaces in Indonesia have more visitors when compared to other general online e-retailers in the region.
Lazada Indonesia’s site during the last six months has been visited on average by 50 million shoppers per month, the most in any other country. has around 43 million visitors per month on average. Overall, six marketplaces in Indonesia get more than 10 million visitors per month.

Indonesia’s top marketplaces are dominated by local players.,,,,, and were all started by Indonesians who focus on the local market and have until now kept away from regional expansion. is the only pure C2C online player and their average visitors per month vary between 3-5 million, nearly 10 times less than visitor numbers of the bigger players.

Several players such as Tokopedia and Bukalapak started as C2C marketplaces but have since evolved to B2C by on-boarding brands to sell on their platforms.

Marketplace Fees

Marketplaces in Indonesia tend to have similar commission fees. and both charge 3% to 5% for brand pages.,, and charge 3% to 15% depending on the product category sold.

Lazada Indonesia is currently attempting to attract more sellers by offering them to use its platform with no commission. commission fees depend on the sales and vary between 7% to 12%. C2C marketplaces and don’t charge their sellers.

Browsing Behavior

On average, Indonesian online shoppers spend from 3 to 5 minutes on their favorite marketplaces browsing approximately 5 product pages. C2C marketplace, Muslim fashion focused and perform the best in terms of time spent on the marketplace.

Product pages browsed on their websites are in double-digits – a visit on average lasts around 10 minutes.

Audience Demographic

Visitor demographic from breaks down a website’s audience by gender, age and income greatly over-represented compared to the general internet population. Females are unsurprisingly the key audience of fashion-focused marketplaces and

The annual income of online shoppers does not exceed $30,000.

Majority of online shoppers are tech-savvy 18 to 34 year olds.

In Indonesia, males are more dominant shopping on marketplaces. Whether it is a general marketplace or C2C marketplace, male visitors are over-represented compared to the general internet population.

In the recent years, Indonesia has seen a shift with more men doing household shopping, and one-third of them saying they “really enjoy” or “like” shopping. According to research firm Nielsen Indonesia, 69% of the country’s 2016 Harbolnas online shopping fiesta were done by men.

The original article first appeared on ecommerceIQ, Southeast Asia’s leading research portal


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