Shopee and TikTok Shop remained the two most accessed online shopping platforms among Indonesian internet users in 2026, but Shopee’s user access declined while TikTok Shop recorded growth, according to the Indonesian Internet Penetration and Internet User Behavior Survey 2026 by the Association of Indonesian Internet Service Providers (APJII) (16/06).

APJII recorded that the number of people connected to the internet reached 235.26 million, equivalent to an internet penetration rate of 81.72% of Indonesia’s total population of 287.89 million in 2026.

The survey involved internet users who also act as e-commerce sellers and buyers. The results showed that 47.5% of respondents accessed Shopee for online shopping.

Although Shopee remained the most used platform, the percentage decreased compared with the previous year, when it reached 53.2%.

TikTok Shop Becomes the Fastest-Growing Platform in the Survey

TikTok Shop ranked second, with 33.4% of respondents accessing the platform for online shopping. This figure increased from 27.4% in 2025, rising by six percentage points.

The increase recorded by TikTok Shop became the largest growth among the main e-commerce platforms included in the survey.

Tokopedia ranked third, with 11.2% of respondents accessing the platform. This figure increased from 9.6% in the previous year.

Meanwhile, Lazada experienced a decline in access. Its usage dropped from 9.1% in 2025 to 6.2% in 2026.

Other platforms recorded lower usage levels. Blibli was selected by 0.4% of respondents, down from 0.7% in the previous year. Facebook Marketplace recorded 0.1%, lower than 0.2% in 2025.

Shopee Leads Across Gender Groups, TikTok Shop Gains Female Users

The survey showed that Shopee remained the most accessed platform among both male and female internet users.

Among male respondents, 46.7% chose Shopee, followed by TikTok Shop at 28.5% and Tokopedia at 14.6%.

Among female respondents, 47.3% accessed Shopee. TikTok Shop recorded stronger usage among female users, reaching 36.8%, higher than the figure among male users.

Shopee Dominates All Generations While TikTok Shop Expands

Based on generation groups, Shopee remained the most accessed platform across all age categories.

Among Generation Z respondents, 46.9% selected Shopee, while 34.7% accessed TikTok Shop.

For Millennials, Shopee was accessed by 47.2% of respondents, while TikTok Shop reached 32.9%. Among Generation X users, Shopee recorded 47.2% and TikTok Shop reached 30.6%.

For Baby Boomers, Shopee was chosen by 46% of respondents, while TikTok Shop recorded 29.3%.

In the Pre-Boomer group, TikTok Shop recorded relatively high usage at 34.8%, although it remained below Shopee’s 45.7%.

PHOTO: VULCAN POST

This article was created with AI assistance.

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