Majority of Indonesian E-Commerce Entrepreneurs are Millennials

Technology & Telecommunications

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Akbar Ridwan 03/12/2025 18:40 WIB

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By age group, e-commerce business owners are dominated by the millennial generation, accounting for 42.43%.

Percentage of E-Commerce Business Owners in Indonesia by Age Group (2024)*

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Percentage of E-Commerce Business Owners in Indonesia by Age Group (2024)*

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According to data from the Central Statistics Agency (BPS), there are 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, and websites.

In 2024, most e-commerce entrepreneurs in Indonesia belong to the millennial generation.

"The dominance of this younger generation reflects that digital transformation in the business sector is not only driven by economic needs but also by cultural and lifestyle changes that are increasingly technology-based," said BPS in its E-Commerce Statistics 2024 report.

There are also quite a number of e-commerce entrepreneurs from Gen X. According to BPS, this older group generally has strong business experience and networks, and has begun integrating digital applications into previously conventional business models.

Below are the details of the percentage of e-commerce entrepreneurs in Indonesia based on age groups in 2024, sorted from oldest to youngest:

Baby Boomer (60 years and above): 9.62% (of total e-commerce entrepreneurs)
Gen X (45-59 years): 38.19%
Millennial (30-44 years): 42.23%
Gen Z (15-29 years): 9.95%

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."