Transactions Growth of E-commerce in Indonesia

Transactions of E-commerce in Indonesia have experienced significant growth in recent years. In the latest report titled ‘e-Conomy SEA 2023,’ compiled by Google, Bain and Company, and Temasek, it is revealed that the total value of e-commerce transactions in Indonesia is estimated to reach US$62 billion or approximately Rp989 trillion this year. While this figure indicates substantial growth, the data also uncovers some interesting trends and changes in the Indonesian e-commerce market.

The growth of e-commerce transactions in Indonesia is largely driven by leading e-commerce platforms such as Tokopedia and Shopee. However, it’s worth noting that TikTok Shop, which was previously a significant player in the e-commerce industry, ceased its operations on October 4. This means that the potential transactions from TikTok Shop will not be realized by the end of this year.

Although the growth of e-commerce transactions in Indonesia remains positive, data from the report indicates that this year’s growth is only around 7%. This is a lower figure compared to the 20% growth recorded in the previous year. Nevertheless, despite the growth slowdown, Indonesia is still expected to play a key role in the digital economy’s growth in Southeast Asia. [Source: Katadata]

Key Drivers of Digital Economic Growth in Indonesia

Google, Bain and Company, and Temasek predict that despite the growth slowdown, the overall economic growth in Indonesia is still projected to be higher than the regional average. This is believed to be one of the key drivers of digital economic growth in the country. The digital economy in Indonesia encompasses various sectors, including e-commerce, financial technology, and technology-based services.

In addition to Indonesia, the ‘e-Conomy SEA 2023’ report also unveils e-commerce market trends across the entire Southeast Asian region. Overall, the total e-commerce transactions in Southeast Asia are estimated to reach US$139 billion this year. While this figure indicates positive growth, the growth is relatively modest compared to the previous year when e-commerce transactions reached US$130 billion.

Challenges and Opportunities of E-commerce in Indonesia

Although the market of e-commerce in Indonesia continues to grow, there are several challenges faced by industry players. One of them is the increasing competition among major platforms like Tokopedia and Shopee. Price wars, loyalty programs, and special offers have become common strategies used to attract customers.

It is also important to note that the success of e-commerce is not solely dependent on major platforms. Small and medium-sized businesses also play a crucial role in the Indonesian e-commerce ecosystem. They often offer unique products and contribute to the diversity of product offerings in the market.

The Indonesian government continues to support digital economic growth with various policies and initiatives. This includes efforts to improve internet connectivity across the country, facilitate digital payments, and address regulatory issues related to e-commerce.

Read also: E-Commerce Collaboration Potential: TikTok Shop Joins Tokopedia?

In conclusion, despite some changes and a growth slowdown in the Indonesian e-commerce industry, the market still shows significant potential. Tokopedia, Shopee, and other industry players continue to strive to meet consumer needs and enhance the online shopping experience. With government support and ongoing technological advancements, the Indonesian e-commerce market still holds many growth opportunities in the future.

Yustika Nindy Ferdiani