Top-Selling FMCG Product Categories in Indonesian E-commerce in 2024

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Nabilah Muhamad 07/01/2025 18:29 WIB

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Compas Research shows that FMCG product sales in e-commerce reached Rp61.8 trillion in the January-October 2024 period. The personal care and beauty category dominated.

Value of FMCG Product Sales in Indonesian E-commerce (January-October 2024)

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Value of FMCG Product Sales in Indonesian E-commerce (January-October 2024)

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According to research by Compas.co.id, the total sales value of fast-moving consumer goods (FMCG) on Indonesian e-commerce platforms reached Rp61.8 trillion (approximately US$4.0 billion based on January 6, 2025 exchange rate) from January to October 2024.

This research was conducted using the online crawling method, digitally tracking FMCG product sales on Shopee and Tokopedia.

The highest-selling category during this period was personal care and beauty products, reaching Rp31.9 trillion (approximately US$2.1 billion), or 51.6% of total FMCG sales on Shopee and Tokopedia.

The personal care and beauty category consistently contributed the largest sales value during double-date promotions like 10.10 and 11.11, accounting for approximately 60% of total FMCG sales during those periods.

"Using historical data since 2022 and a linear regression method, we predict that sales of personal care and beauty products will increase by 17% in 2025," said Hanindia Narendrata, Co-founder and CEO of Compas.co.id, in a press release on Monday, January 6, 2025.

Meanwhile, FMCG sales in the food and beverage category reached Rp14.1 trillion (approximately US$0.9 billion); health products, Rp9.6 trillion (approximately US$0.6 billion); and mother and baby products, Rp6.2 trillion (approximately US$0.4 billion).

"With this insight, Compas.co.id hopes that brands can record improvements in both sales value and the number of products sold in the coming year," said Narendrata.

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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Top-Selling FMCG Product Categories in Indonesian E-commerce in 2024

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Top-Selling FMCG Product Categories in Indonesian E-commerce in 2024

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