Top-Selling Product Categories in Indonesian E-commerce 2023

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Adi Ahdiat 12/02/2025 19:51 WIB

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According to BPS data, the most sold product type by Indonesian e-commerce businesses in 2023 was wholesale and retail goods, encompassing food, beverages, clothing, and footwear.

Indonesia's E-commerce Business Proportions Based on the Type of Goods/Services Sold (2023)

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Indonesia's E-commerce Business Proportions Based on the Type of Goods/Services Sold (2023)

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According to estimates from the Central Bureau of Statistics (BPS), in 2023 there were approximately 3.82 million e-commerce businesses in Indonesia.

BPS defines e-commerce businesses as those that conduct sales or receive orders through various internet-connected media, such as websites, email, instant messaging applications, social media, and marketplaces.

In 2023, the majority, or 30.33%, of e-commerce businesses in Indonesia sold "wholesale and retail goods."

"Wholesale and retail goods" are goods obtained by businesses to be resold without undergoing technical modifications.

Businesses selling "wholesale and retail goods" generally only sort goods, unpack them from larger sizes and repackage them into smaller sizes, design labels, promote them, and so on.

This differs from "manufactured goods" or "processed goods," which are technically processed by businesses from raw materials into finished goods.

The subcategories of "wholesale and retail goods" most frequently sold by e-commerce businesses in Indonesia are food, beverages, and tobacco (26.87%); household equipment and supplies (16.47%); and textiles, clothing, and footwear (15.34%).

Here is a complete breakdown of the types of goods/services sold by Indonesian e-commerce businesses in 2023 according to BPS, ordered from most to least frequent:

1. Wholesale and retail goods: 30.33%
2. Accommodation and food/beverage services: 23.27%
3. Processed agricultural goods for food/beverages and tobacco: 10.67%
4. Other services: 9.65%
5. Agricultural, forestry, livestock, and fisheries products: 8.76%
6. Transportation and shipping services: 6.62%
7. Manufactured clothing, textiles, and footwear: 5.17%
8. Manufactured metal and machinery products: 2.8%
9. Professional, scientific, and technical services: 2.7%
10. Manufactured household furniture from wood and woven materials: 2.47%
11. Education, health, arts, sports, and entertainment services: 2.38%
12. Manufactured paper, book, and printing products: 1.23%
13. Manufactured rubber, plastic, and glass products: 1.15%
14. Manufactured chemical products: 1.09%

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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