Digital shopper in Indonesia saw another year of double-digit growth in 2024. Despite the decline in the purchasing power of those in lower-middle income groups, growth remains strong, driven by the rising number of internet users and broader internet access.
One of the most notable developments in 2024 was the blocking of the Temu marketplace application in Indonesia by the Ministry of Communication and Informatics (Kominfo) on the grounds that it was not registered as an Electronic System Provider (PSE) in the country. This move aims to protect local MSMEs but also removes an option for Indonesians to access some of the cheapest product prices, since Temu connects factories (and both local and Chinese producers) directly with consumers.
In 2024, GoTo Gojek Tokopedia introduced GoTo AI - a long-term plan for advancing artificial intelligence throughout the GoTo ecosystem, which includes a broad range of e-commerce categories such as retail, mobility and foodservice. Its first initiative involves Dira by GoTo AI, an AI-based Indonesian voice assistant that some users can already access in the GoPay application.
Looking ahead, digital shopper in Indonesia is projected to continue expanding over the forecast period, propelled by the growing adoption of smartphones and the steady rise in internet users. The preference for completing all kinds of shopping transactions via a single smartphone is expected to gain further traction, while the government works to enhance services in response to evolving consumer spending habits.
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Understand the latest market trends and future growth opportunities for the Digital Shopper industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Learn how technology is impacting digital commerce across a variety of industries, including retail, foodservice, travel, entertainment, mobility and streaming services. Insightful, thought-provoking and forward-looking analysis from top analysts in the space helps you understand the scale and direction of transformation. Data from Euromonitor International's annual Voice of the Consumer: Digital Survey provides you with insights into the consumer perception of tech-driven commerce initiatives.
Analysis in this report provides further detailed coverage dedicated to the following key categories across the 20 most important digital shopper markets:
E-COMMERCE (GOOD AND SERVICES) BY MERCHANT TYPE
E-COMMERCE (GOOD AND SERVICES) BY DEVICE AND PLATFORM
E-COMMERCE (GOOD AND SERVICES) BY FULFILLMENT MODEL
EMERGING BUSINESS MODELS
If you're in the Digital Shopper industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Digital Shopper
Tracks all sales of goods and services to the public via the internet. Consumer purchases through web platforms are attributed to the country in which the consumer is based, rather than where the merchant is based. Our definition is agnostic as to where the actual payment takes place. If an order is initiated online, we would consider that order to be an e-commerce transaction, even if the order is ultimately paid for in-store, with cash on delivery, by mail via postal cheque, or in person when turning in a ticket and associated payment at a designated ATM or branch facility. Our figures exclude consumer-to-consumer (C2C) and business-to-business (B2B) sales. Business-to-consumer sales (B2C) – in which the business is registered with the government and pays the appropriate taxes – are included. This includes B2C sales on marketplace platforms, which allow many merchants to sell on their website and process the transaction. While both businesses and consumers can sell through marketplaces, only B2C transactions are included in our coverage. Note that online sales from direct selling companies are excluded from our definition. As we are primarily concerned with tracking the importance of the direct selling model (and not where the final sale is made), all sales attributable to a direct selling company will fall into direct selling rather than E-Commerce. Credit or charge card bill payments, mortgages and other loan payments, money transfers, digital person-to-person payments, insurance payments and donations to charities and crowdfunding campaigns are excluded from Euromonitor’s coverage. For C2G transactions, consumer payments made to governments for direct consumption of services and utilities, excluding taxes, fines, and administrative fees, are included. This includes all online purchases made by a consumer to a business for either goods or services regardless of the device (PC, mobile phone, tablet, etc.) used to execute the transaction. It is subdivided into the following eight areas of E-Commerce: Retail, Foodservice, Travel, Mobility, Ticketed Entertainment, Streaming Services, Bill Payments and Other.
See all of our definitionsThis report originates from Passport, our Digital Shopper research and analysis database.
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