The Indonesian Internet Service Providers Association (APJII) released its "Internet Penetration and Usage Behavior Survey 2025," showing Shopee as the most accessed online marketplace by Indonesian internet users, with 53.22% accessing the platform, a rise from 41.65% in 2024.

Shopee and TikTok Shop Dominate Indonesia’s E-Commerce Landscape

TikTok Shop, rebranded as Shop Tokopedia in Indonesia, ranks second with 27.37% user access, up from 12.20% the previous year.

Tokopedia and Lazada follow with 9.57% and 9.09% access rates, respectively.

Lazada’s share dropped from 17.54% in 2024. Blibli and Facebook Marketplace rank fifth and sixth, with 0.29% and 0.25% access.

User Demographics and Platform Preferences

Shopee is preferred almost equally by male (54.03%) and female (52.39%) respondents.

TikTok Shop is the second favorite for both genders, accessed by 23.50% of males and 31.05% of females. Tokopedia is third, used by 11.60% of males and 7.65% of females.

Shopee is also dominant across generations, with usage rates of 52.97% for Gen Z, 52.85% for Millennials, 54.24% for Gen X, 55.25% for Baby Boomers, and 100% among Pre Boomers.

Transaction Patterns and Payment Methods in Indonesian Marketplaces

About 30.34% of respondents conduct online transactions several times a month. A majority, 63.35%, spend between Rp 100,000 and Rp 500,000 monthly on online purchases.

Additionally, 73.70% prefer to pay via Cash on Delivery (COD) rather than bank transfer, installment, or credit card.

Most respondents (43.74%) buy clothing and accessories online. The main reasons for choosing online shopping are lower prices (30.06%) and promotions or shipping discounts (29.05%).

Challenges for Online Marketplaces and Traditional Retail

Despite increased online transactions, 38.72% of respondents still find shopping in physical stores more comfortable, a decline from 53.97% in 2024.

The survey was conducted between April 10 and July 16, 2025, involving 8,700 respondents across 38 provinces in Indonesia.

PHOTO: FREEPIK

This article was created with AI assistance.