Marketplace: Indonesia's Leading Online Shopping Channel in 2025

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Adi Ahdiat 01/08/2025 18:10 WIB

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According to Cube Asia research, the value of e-commerce transactions in Indonesia has the potential to reach US$80 billion by 2025. The majority of sales are conducted through marketplaces, such as

Proportion of E-Commerce Transaction Value in Indonesia by Channel Type (2025)*

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Proportion of E-Commerce Transaction Value in Indonesia by Channel Type (2025)*

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According to Cube Asia's projection, the value of e-commerce transactions in Indonesia has the potential to reach US$80 billion by 2025.

This transaction refers to net merchandise value (NMV), which is the net value of goods sold through online channels, excluding canceled transactions.

Of the total projection, approximately 71% is estimated to come from online shopping transactions through marketplaces.

Marketplaces are third-party applications that connect merchants and buyers, such as Shopee, TikTok Shop/Tokopedia, Lazada, Blibli, and so on.

Then 7% of transactions are through the websites of brands, and 21% through other online shopping channels, such as social media, social commerce, quick commerce, and so on.

Cube Asia also found that many Indonesian consumers are interested in online shopping because of promotions from influencers.

"Indonesia leads in influencer-based purchases in Southeast Asia, with 76% of consumers shopping based on recommendations—especially in the fashion and beauty sectors," said Cube Asia in its E-Commerce Influencer Marketing in Southeast Asia 2025 report.

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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