Instant Messaging: Main Channel for E-Commerce Businesses in Indonesia

Technology & Telecommunications

Premium

Akbar Ridwan 03/12/2025 19:08 WIB

URL has been copied

Memuat...

According to data from the Central Statistics Agency (BPS), there are approximately 4.4 million e-commerce businesses in Indonesia in 2024. The majority of them sell through instant messaging.

Percentage of E-Commerce Businesses in Indonesia by Sales Channel (2024)

A Small Font
A Medium Font
A Bigger Font

You are accessing content Single Data Premium.
To continue, please subscribe or buy individually.

Professional

Enjoy premium access with a more affordable price.

Start from

~~Rp300.000~~ 150.000/month

Access more premium content and exclusive features for customers.

Start from

50.000/month

Hanya Rp833 per artikel

More details »

Buy Retail

Read the article immediately “Instant Messaging: Main Channel for E-Commerce Businesses in Indonesia”.

Rp7.500

We accept the following payments:

Some payment methods are still in the process of being activated.

Percentage of E-Commerce Businesses in Indonesia by Sales Channel (2024)

Download

Source

A Small Font
A Medium Font
A Bigger Font

According to data from the Central Statistics Agency (BPS), there were approximately 4.4 million e-commerce business units in Indonesia in 2024.

The e-commerce businesses recorded here include business units that sell online, whether through marketplaces, social media, instant messaging applications, e-mail, or websites.

In 2024, almost all, or 94.76%, of e-commerce business units in Indonesia conducted sales through instant messaging applications, such as WhatsApp, Telegram, or Line.

"The most popular instant messaging application used is WhatsApp," said BPS in its E-Commerce Statistics 2024 report.

Furthermore, 29.66% of e-commerce business units sold through social media. The primary applications were Instagram, followed by Facebook, TikTok, X, YouTube, and so on.

Meanwhile, only 17.23% of e-commerce business units sold through marketplaces, with the majority using Shopee.

"More intensive socialization is needed to encourage e-commerce businesses to switch to marketplaces so they can reach a wider market," said BPS.

Below are the details of the percentage of e-commerce businesses in Indonesia based on sales channels in 2024:

Instant messaging applications: 94.76%
Social media: 29.66%
Marketplaces: 17.23%
E-mail: 2.78%
Websites: 1.36%

BPS obtained this data based on a survey of a sample of 40,335 business units spread across 38 provinces and 365 regencies/cities.

Of that sample, 42.02% fell into the category of e-commerce businesses or sold online.

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."