Few Local E-commerce Players Sell on Marketplaces

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Nabilah Muhamad 07/02/2025 13:01 WIB

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According to BPS data, the majority, or 95.33%, of local e-commerce businesses sell their products through instant messaging applications. Only 17.80% utilize marketplaces.

Indonesia's E-commerce Business Proportions Based on Sales Media (2023)

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Indonesia's E-commerce Business Proportions Based on Sales Media (2023)

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According to the Central Bureau of Statistics (BPS) estimate, there were approximately 3.81 million e-commerce businesses in Indonesia in 2024. These are businesses that conduct sales or receive orders through various internet-connected media.

The majority, or 95.33%, of Indonesian e-commerce businesses sell through instant messaging applications such as WhatsApp, Line, Telegram, and others.

Furthermore, 33.29% sell on social media, and only 17.80% utilize marketplaces.

BPS defines a marketplace as a digital platform or application that connects sellers and consumers for product transactions, with various features that facilitate the buying and selling process, such as secure payment systems, delivery services, and consumer product reviews.

"More intensive socialization is needed to encourage Indonesian e-commerce businesses to switch to marketplaces/digital platforms so they can reach a wider market," wrote BPS in its 2023 E-commerce Statistics report.

In addition, 3.34% sell using email, and 1.77% through websites.

BPS also found that cash payments, including cash on delivery (COD), are the most widely used payment method by e-commerce businesses in Indonesia, accounting for 75.19%.

Meanwhile, 17.44% offer bank transfer payments, 5.91% e-wallets, 1.02% QRIS, and 0.43% debit/credit cards.

BPS conducted this survey on a sample of 40,011 e-commerce businesses spread across 38 provinces and 365 regencies/cities.

The sample in this survey comprised businesses that used the internet to receive orders or sell goods/services during 2023.

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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