Total retail e-commerce revenue in Indonesia 2017-2024

On the face of it, Indonesia’s 13,466 islands pose a big logistics challenge for e-Commerce companies. Yet, over the last few years, start-ups and investors have shown their willingness to bet on the market’s strong growth potential. Indonesia’s retail e-Commerce revenues are expected to increase over six times from just 7.3 billion U.S dollars in 2017 to 47.1 billion U.S. dollars in 2023. The top five online retailers in 2018 were Lazada Indonesia, Tokopedia, Bukalapak, Blibli and Shopee Indonesia.

Indonesia is one of the region’s best success stories

Despite having faced economic hardships as a result of the 1997 Asian financial crisis under the authoritarian Suharto regime, Indonesia has managed to consistently achieve above par economic growth over many years. One of the primary reasons for this is the growth of its digital economy, which is expected to value upwards of 47 billion U.S dollars by 2023, with a digital buyer penetration of over 75%. The total number of e-Commerce users are also expected to witness robust growth increasing from 139 million in 2017 to over 212 million in 2023.

Indonesia: retail e-commerce revenue forecast from 2017 to 2024

Revenue in billion U.S. dollars
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Release date

December 2019

Survey time period


Supplementary notes

The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

The exact definition of the eCommerce market can be found here

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Statistics on "Internet usage in Indonesia"

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