Let’s start with the scale of the retail market, in comparison to other selected Asia Pacific countries
![total retail sales in 2018 in indonesia china japan india south korea australia thailand vietnam](https://www.chandlernguyen.com/wp-content/uploads/2020/03/total-retail-sales-in-2018-in-indonesia-china-japan-india-south-korea-australia-thailand-vietnam-1.png)
Since this post was written in Jun 2019, I wrote another post with the latest information about Indonesia e-commerce landscape Jun 2020 here.
1. Indonesia retail e-commerce is still less than 5% of the country total retail sales
![Retail e-commerce penetration in Indonesia and selected Asia Pacific countries 2018](https://www.chandlernguyen.com/wp-content/uploads/2019/04/Retail-e-commerce-penetration-in-Indonesia-and-selected-Asia-Pacific-countries-2018.png)
Below is the actual size of retail e-commerce in Indonesia and selected Asia Pacific countries in 2018. China retail e-commerce sales ($1526 billions) is too big that I have to exclude it from the graph so that we can see other countries.
![Retail e-commerce sales 2018 ($B) japan south korea india australia indonesia thailand malaysia vietnam](https://www.chandlernguyen.com/wp-content/uploads/2020/03/Retail-e-commerce-sales-2018-B-japan-south-korea-india-australia-indonesia-thailand-malaysia-vietnam.png)
2. Given the much smaller base, Indonesia retail e-commerce is expected to grow at double digit in the next few years
![Retail Ecommerce Sales and growth rate in Indonesia 2019 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/04/Retail-Ecommerce-Sales-and-growth-rate-in-Indonesia-2019-2022.png)
Indonesia is amongst the fastest growing e-commerce market in APAC region.
![e-commerce sales growth in 2018 in indonesia china india and other apac countries](https://www.chandlernguyen.com/wp-content/uploads/2020/03/e-commerce-sales-growth-in-2018-in-indonesia-china-india-and-other-apac-countries.png)
3. More than 2/3 of the Indonesian retail e-commerce happens on mobile devices
![Retail Mcommerce Sales indonesia 2018 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/04/Retail-Mcommerce-Sales-indonesia-2018-2022.png)
4. Digital buyer penetration in Indonesia is significantly lower than China, Australia, Japan and Korea
![digital buyer penetration 2018 in japan australia china south korea indonesia and india](https://www.chandlernguyen.com/wp-content/uploads/2020/03/digital-buyer-penetration-2018-in-japan-australia-china-south-korea-indonesia-and-india.png)
5. Similar to retail e-commerce, digital travel sales in Indonesia is expected to grow at double digit in the next 3 years
![Digital Travel Sales and growth rate indonesia 2018 2022](https://www.chandlernguyen.com/wp-content/uploads/2019/04/Digital-Travel-Sales-and-growth-rate-indonesia-2018-2022.png)
6. Tokopedia, Bukalapak, and Lazada are the top 4 e-commerce sites/apps in Indonesia from traffic point of view
Data is from iprice
![top 8 e-commerce sites in indonesia jan 2019 v2](https://www.chandlernguyen.com/wp-content/uploads/2019/04/top-8-e-commerce-sites-in-indonesia-jan-2019-v2.png)
7. Similar to other Asian countries, social commerce is big in Indonesia
Data from Asia social commerce report from PayPal is below:
More than 80% of merchants surveyed in Indonesia stated that they are selling through platforms, mainly through Facebook/Instagram.
![merchants selling through social platforms in asia 2018 v2](https://www.chandlernguyen.com/wp-content/uploads/2019/04/merchants-selling-through-social-platforms-in-asia-2018-v2.png)
![merchant social commerce platforms 2018 v2](https://www.chandlernguyen.com/wp-content/uploads/2019/04/merchant-social-commerce-platforms-2018-v2.png)
Many more merchants (83%) are hoping to use social platforms to sell and hope that more consumers will see social commerce as legitimate businesses.
![potential adoption amongst current non users](https://www.chandlernguyen.com/wp-content/uploads/2019/04/potential-adoption-amongst-current-non-users.png)
![social commerce as legitimate business](https://www.chandlernguyen.com/wp-content/uploads/2019/04/social-commerce-as-legitimate-business.png)
8. Digital purchases from consumers in Indonesia are more influenced by digital ads than in many other countries
![internet user in selected countries whoes digital purchases influenced by digital ads](https://www.chandlernguyen.com/wp-content/uploads/2019/04/internet-user-in-selected-countries-whoes-digital-purchases-influenced-by-digital-ads-1.jpg)
Thanks,
Chandler
Hi I am Kwon from Korea.
I am interested in e-commers of Asian countries
and your article helped me a lot. Nice article and Thanks a lot.
I am glad that you have found the article to be helpful 🙂
Hi chandler, thanks for writing this article. I’m researching Indonesia’s ecommerce landscape and this has helped alot. Thanks, Antonia
Thanks for your note Antonia.