Indonesia's E-Commerce Market Soars with 15.2% CAGR, Led by Fashion and Electronics

NEW YORK - June 10, 2025 - PRLog -- According to the latest market research study published by P&S Intelligence, the Indonesia E‑commerce Market surged to an estimated USD 75.1 billion in 2024 and is projected to expand at a robust 15.2% CAGR from 2025 to 2032, reaching a staggering USD 230.5 billion by 2032. This explosive growth is fueled by improved internet connectivity, rising smartphone penetration, and a growing base of tech-savvy consumers who increasingly embrace online shopping and digital payments.

Social commerce and live‑stream shopping are emerging as popular shopping formats, especially among younger consumers. Smartphone users already account for over 70% of online purchases, while digital wallets—like GoPay, DANA, and OVO—dominate roughly 45% of transactions and are becoming the most preferred payment methods. Meanwhile, regulatory support such as the Quick Response Code Indonesia Standard is helping to unify and secure digital payments across platforms.

Key Insights

• The electronics category led the market in 2024 with a 35% share, driven by strong demand for smartphones, laptops, and accessories.
• Apparel & Footwear is the fastest-growing product segment; fueled by fashion-savvy consumers and social commerce, it benefits from seamless mobile shopping experiences.
• In terms of platforms, B2C dominates with a 75% share, thanks to flash sales, cashback, and free shipping incentives on major sites like Shopee, Tokopedia, and Lazada.
• The B2B segment is growing fastest at a 15.9% CAGR, underpinned by SMEs moving online and government initiatives like 100 Smart Cities to enhance procurement efficiencies.
• Digital wallets command 45% of market share, with BNPL (Buy Now Pay Later) growing fastest as flexible payment options gain popularity among consumers and fintech providers.
• Marketplace business models dominate with a 70% share, yet hybrid models are rising fastest (16.1% CAGR), blending curated inventory with marketplace variety for an optimized shopping mix.

Browse detailed report analysis on "Indonesia E-Commerce Industry Growth and Future Analysis (https://www.psmarketresearch.com/market-analysis/indonesi...)"

• Enhanced digital trust and security measures—strong data protection laws, secure payment gateways, easy returns, and live delivery tracking—encourage adoption, with approximately 48% of consumers citing enhanced payment security as a key factor.
• Indonesia's e‑commerce market remains fragmented due to geographic and cultural diversity, enabling strong competition among regional players like Bukalapak and Blibli, alongside giants such as Shopee, Tokopedia, and Lazada.
• Recent major developments include TikTok's USD 1.5 billion investment in Tokopedia (Dec 2023) and the GoTo Group formation (May 2021) via the Tokopedia‑Gojek merger—both strategically reshaping platform synergies.
• With rising urbanization and household incomes, consumers favor online shopping for its convenience, driving smartphone-based transactions that now encompass over 70% of all e‑commerce activity.