2023 E-commerce Trends: Increased Visits to Shopee and Blibli

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Adi Ahdiat 10/01/2024 13:40 WIB

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Of Indonesia's five largest e-commerce sites, only Shopee and Blibli experienced growth in visits throughout 2023, while visits to Tokopedia, Lazada, and Bukalapak showed a decline.

Average Number of Visits to Indonesia's 5 Largest E-commerce Sites (Q1-Q4 2023)*

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Average Number of Visits to Indonesia's 5 Largest E-commerce Sites (Q1-Q4 2023)*

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According to Similarweb, the top 5 Indonesian e-commerce marketplaces with the most visitors in 2023 were Shopee, Tokopedia, Lazada, Blibli, and Bukalapak.

Of these 5 sites, only Shopee and Blibli achieved visitor growth throughout last year, while their competitors experienced declines.

Based on Similarweb data, in Q4 2023, Shopee's website received an average of 241.6 million visits per month.

This represents an 11.5% increase compared to the average monthly visits in Q3 2023 (quarter-on-quarter/qoq).

During the same period, average monthly visits to Blibli's website increased by 11% (qoq), while Tokopedia decreased by 0.1% (qoq), Lazada decreased by 15.5% (qoq), and Bukalapak decreased by 18.6% (qoq).

A detailed breakdown of average monthly visits per quarter can be seen in the graph above.

Meanwhile, according to the Katadata Insight Center (KIC), a large portion of the Indonesian population is not actively using e-commerce services.

In its research report, *Beyond the Digital Frontier* (2023), KIC estimates that the proportion of active e-commerce users in Indonesia is only 33.4% of the total population.

Furthermore, 17% of the population are considered occasional users, meaning they use e-commerce but infrequently, and the remaining 49.6% are non-users.

This non-user group comprises Indonesians without internet access, plus those with internet access but who are unaware of, haven't installed, or don't use e-commerce.

Based on this data, KIC concludes that online sales channels cannot be the sole reliance for businesses in Indonesia.

"Focusing solely on online channels means ignoring more than half of Indonesian consumers," said the KIC team.

"Although online channels are important for growth in this digital era, market leaders are those with strong roots in offline channels," they continued.

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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2023 E-commerce Trends: Increased Visits to Shopee and Blibli

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