Shopee's Growing User Base: How Are Other E-commerce Platforms Responding?

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Adi Ahdiat 11/10/2023 18:20 WIB

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From January to September 2023, the number of visits to the Shopee e-commerce site increased significantly, far surpassing Tokopedia, Lazada, Blibli, and Bukalapak.

Number of Visits to Indonesia's 5 Largest E-commerce Sites (January-September 2023)*

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Number of Visits to Indonesia's 5 Largest E-commerce Sites (January-September 2023)*

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According to Similarweb data, Shopee is currently the e-commerce marketplace with the most visitors in Indonesia.

In September 2023, the Shopee website recorded 237 million visits, a surge of approximately 38% compared to the year-to-date (YTD) position.

Shopee's visitor growth far surpasses its main competitors, namely Tokopedia, Lazada, Blibli, and Bukalapak.

In September 2023, the Tokopedia website recorded 88.9 million visits, a decrease of 31% compared to the beginning of the year (YTD).

During the same period, Lazada's website visits plummeted 48% (YTD) to 47.7 million, Blibli's website grew by 1% (YTD) to 28.9 million visits, and Bukalapak's website decreased by 44% (YTD) to 11.2 million visits.

As a result, of the five largest e-commerce marketplaces in Indonesia, only Shopee experienced significant visitor growth, followed by a slight increase in Blibli's visitors.

Meanwhile, the number of visitors to the Tokopedia, Lazada, and Bukalapak websites from January to September 2023 showed a sharp decline, as seen in the graph.

According to the Katadata Insight Center (KIC), a large portion of the Indonesian population is not actively using e-commerce services.

In its research report, *Beyond the Digital Frontier*, KIC estimates that the proportion of active e-commerce users in the country is only 33.4% of the total population.

Furthermore, 17% of the population are considered occasional users, meaning they use e-commerce but infrequently, and the remaining 49.6% are non-users.

This non-user group comprises Indonesians without internet access, plus those with internet access but who are unaware of, haven't installed the application, or don't use e-commerce.

Based on this data, KIC concludes that online sales channels cannot be the sole reliance for businesses in Indonesia.

"Focusing solely on online channels means ignoring more than half of Indonesian consumers," said the KIC team.

"Although online channels are important for growth in this digital era, market leaders are those with strong roots in offline channels," they continued.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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