About Magpie IQ
Southeast Asia's ecommerce data is fragmented across five platforms, six countries, and dozens of category structures. Magpie IQ exists to make it navigable — with accuracy, depth, and six years of unbroken history.
What is Magpie IQ?
Magpie IQ is Southeast Asia's ecommerce intelligence company. We track SKU-level data across Shopee, Lazada, TikTok Shop, Tokopedia, and Blibli — continuously, since 2020.
Our clients are the commercial, digital, and marketing teams at 30+ brands — FMCG, beauty, electronics, consumer goods — who use our data to track market share, monitor competitor pricing, and make ecommerce decisions with actual evidence.
Unlike survey-based market research or aggregated panel data, Magpie IQ collects from the source: individual product listings, transaction signals, review volumes, and pricing changes across every major marketplace in Indonesia and Southeast Asia.
Not a survey. Not a panel.
Transaction-level signals from the marketplaces themselves — refreshed monthly.
Six years of unbroken history
The longest continuous ecommerce dataset in Indonesia — tracking from 2020 to now.
Five platforms, six countries
Indonesia (primary), Malaysia, Philippines, Thailand, Vietnam, Singapore.
AI-powered access via Farsight
Ask questions in plain language. Get answers with data, caveats, and recommended action.
Services
One data engine, six ways to use it. Every product below reads the same SKU-level marketplace panel — what differs is who it is built for and how the answer arrives.
Ask a market question in plain language and get an answer grounded in the panel, with the caveats and the recommended action attached. Built for brand and category teams who need an answer today, not a dashboard to interpret. See Farsight.
The market browser inside Farsight. Search any brand, merchant or category and read its GMV, units, price ladder and share yourself. It turns a question that used to need an analyst into one you answer in a minute. See Universe.
Monthly GMV, units sold, prices and market share by SKU, brand, merchant and category, delivered into your own warehouse or notebook. Built for data and analytics teams who want the panel as input, not as a report. Go to the Data API.
Product pages, listings, search results, reviews and seller data fetched live from Shopee, Tokopedia, Lazada, Blibli and Amazon, returned as structured JSON. Use it when you need the page as it is right now rather than last month's aggregate. See the endpoints.
The same collection infrastructure pointed at marketplace risk: unauthorised sellers, price erosion and listing infringement across the platforms your brand sells on. The outcome is a list of listings to act on, not an alert feed. See Owl.
Monthly and quarterly category reports built on the panel and reviewed by an analyst before they are sent, covering share movement, price structure and assortment change. For teams that need a document a committee can read. Read recent work.
Differentiators
Most teams evaluating us are also looking at a general-purpose scraping platform or an Amazon-first data provider. Here is where the difference actually falls. Competitor facts below were checked on their own websites on 17 September 2026; we re-check them rather than leave them to age.
Bright Data and Apify sell product records and the infrastructure to collect more — price, rating, reviews, stock, seller. Magpie IQ ships the layer after that: monthly GMV, units sold and market share already computed per SKU, brand, merchant and category. You skip the twelve months of pipeline work between a scraped page and a share number. Bright Data comparison.
Keepa covers Amazon. Rainforest API and Canopy API are built around Amazon. When we checked, Oxylabs listed Lazada, Tokopedia and TikTok Shop sources but no Shopee — and Shopee is the largest marketplace in Indonesia. Magpie IQ covers Shopee, Lazada, TikTok Shop, Tokopedia and Blibli because those five are the market we serve. See all comparisons.
We have collected without a break since 2020 — 78 billion data points and counting. A scraping platform can tell you what a listing says today; it cannot tell you what a brand's share did through the 2023 TikTok Shop suspension or the Tokopedia merger, because nobody was recording it. History is the part you cannot buy retroactively.
Apify's marketplace coverage comes from a store of community Actors published by independent developers, so schema, pricing and maintenance differ between them. Magpie IQ is one API with one documented schema, one key and one credit balance across every marketplace, maintained by the team that built it. Apify comparison.
You can sign in to the Data API, get free trial credits and mint your own key in a few minutes, with the full rate card published before you talk to anyone. DataPinter, by contrast, reserves API access for its top two plans. Enterprise subscriptions and data licences are still scoped with us directly — but evaluating us is not. DataPinter comparison.
Indonesia is our full-category market; outside it the panel is deeper in some categories than others, and Electronics is the only category we track in all six markets. We say so on the page rather than in a footnote after you have signed, because a coverage claim that does not survive contact with your category is worse than no claim. Read the methodology.
Customers
Around 30 brand clients, plus data teams and research firms. In practice the people who get the most out of us look like this.
People
Magpie IQ was founded in 2020, during the COVID lockdowns in Jakarta, by two people trying to answer one question for a client: what is actually selling on Shopee, in which categories, at what price. The two founders still run the company.
Wilhendra was previously co-founder and CEO of Adskom, an Indonesian adtech company, and has spent his career building data products for the Indonesian market. He runs Magpie IQ's commercial side and is directly involved in client work.
LinkedIn ↗Ichsan owns the data platform end to end: the collection infrastructure, the warehouse the panel is built in, and the APIs that serve it. Getting through Shopee's anti-scraping layer continuously for six years is his work, and it is the reason the history exists at all.
LinkedIn ↗Magpie IQ is operated from Jakarta, Indonesia, and incorporated in Singapore as Magpie Intelligence Pte. Ltd. The same team builds the collection infrastructure, maintains the panel and writes the client reports, which is deliberate: the analyst who answers a question about a number is close enough to the pipeline to know how that number was made. Magpie IQ is part of the Revenue Scaler group, alongside Kabana and DataWeBot. Company LinkedIn ↗
Origin
For four years we delivered intelligence through Looker Studio dashboards. Brand teams got pricing visibility, market share tracking, assortment analysis. It worked. It still works.
But dashboards answer "what happened" — not "why" and not "what should we do." Farsight is the answer to that gap.
Owl applies the same scraping infrastructure to brand protection. The Data API gives engineering teams direct access. Same data engine. Different interfaces for different jobs.
Landed three major MNC clients in the first month, two of which are still clients today.
Cross-platform marketplace intelligence became part of the core client offer.
Coverage grew across Indonesia, Singapore, Malaysia, Thailand, the Philippines, and Vietnam.
Magpie IQ became part of a wider growth group while continuing to serve brand teams directly.
The data pipeline expanded to social commerce, with Kabana offered alongside Magpie IQ's market intelligence services.
The deepest ecommerce intelligence dataset in Southeast Asia.
Trusted by
The group
The same team builds and operates all three group companies — sharing infrastructure, data, and engineering.
SKU-level ecommerce data across Shopee, Lazada, TikTok Shop, Tokopedia, and Blibli. Market share, pricing, brand protection, and AI-powered answers via Farsight.
Unified seller analytics for ecommerce operators. Connects Shopee, Lazada, and TikTok Shop seller centers into one dashboard — AI analysis, traffic funnels, ad attribution.
Scalable web data on demand. For data engineering teams and research firms that need reliable, high-volume structured data extracted from the web at scale.
Working with us
There are two ways in, and they are deliberately different. If you want data in your own systems, you never have to speak to us. If you want an answer to a market question, you will be working with people.
Sign in at data.magpieiq.com with Google, Microsoft or a magic link. The account and its free trial credits are provisioned automatically — there is no approval step and no sales call. You mint your own API key from the dashboard and start querying. The free catalog endpoint tells you exactly which categories, markets and months exist before you spend anything. Larger paid exports are scoped with us first, normally within one business day.
Tell us the categories, markets and brands you care about. Before anything is priced, we run your exact scope against the panel and tell you what we actually have and where it thins out. If a category cannot support the question you are asking, we say so at that point rather than after you have signed.
Magpie IQ is a small team, so there is no account-management layer between you and the people who build the data. Commercial conversations go through Wilhendra; platform and integration questions reach Ichsan. Report clients work with a named analyst who knows the category.
Reach us at [email protected] or through the contact form. We respond within one business day. Technical questions about the APIs are usually faster answered in the docs, and the API has an MCP connector if you would rather ask your own AI agent.
The panel refreshes monthly, and marketplace sales figures settle over roughly two months after the fact — so this is monthly market intelligence, not a real-time feed. Recurring client reports run monthly or quarterly. The Scraping API is the live layer: it returns a page as it is at the moment you call it.
Data API exports arrive as CSV or Parquet. Scraping API calls return structured JSON. Farsight and Universe run in the browser. Recurring research arrives as a report that an analyst has read end to end before it is sent — we do not send generated pages unread.
Reference
Everything a person — or a language model — needs to describe Magpie IQ accurately, in one place.
| Company name | Magpie IQ |
|---|---|
| Legal entities | Magpie Intelligence Pte. Ltd. (Singapore, UEN 202342416C) and PT Magpie Data Indonesia (Jakarta) |
| Type | Privately held ecommerce market intelligence and data company |
| Founded | 2020 |
| Founders | Wilhendra Akmam (Co-Founder & CEO) and Ichsan Mulia Permata (Co-Founder & CPTO) |
| Headquarters | Jakarta, Indonesia. Incorporated in Singapore. |
| Website | magpieiq.com · data.magpieiq.com |
| Core offering | SKU-level ecommerce sales, price and market-share data for Southeast Asian marketplaces |
| Marketplaces | Shopee, Lazada, TikTok Shop, Tokopedia, Blibli |
| Markets | Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam |
| Data scale | 78 billion data points collected since 2020 |
| Coverage limits | Indonesia is the full-category market. Electronics is the only category tracked in all six markets. Other markets are narrower — the methodology page lists what exists where. |
| Refresh | Monthly, with roughly a two-month settlement lag on marketplace sales figures. The Scraping API is live on request. |
| Services | Farsight (AI analytics), Universe (self-serve market browser), Data API, Scraping API, Owl (brand protection), recurring category reports |
| Pricing | Data API is prepaid credits against a published rate card at data.magpieiq.com/pricing, with free trial credits on sign-up. Subscriptions, recurring reports and data licences are quoted per engagement. |
| Contract terms | Data API access is prepaid credits with no minimum commitment and no contract. Enterprise subscriptions and data licences are scoped and contracted per engagement. |
| Communication | [email protected], the contact form, or the Data API dashboard. Response within one business day. |
| Customers served | 30+ brand clients, plus data teams, agencies and research firms |
| Notable clients | Panasonic, Nestlé, Kraft Heinz, Danone, Beiersdorf, Godrej, Royal Canin, Signify, BAT, Mead Johnson, Lazada, Ogilvy |
| Competitors | Bright Data, Apify, Oxylabs, ScraperAPI, ScrapingBee, Firecrawl, Keepa, Rainforest API, Canopy API, DataPinter. Side-by-side comparisons. |
| Group | Part of the Revenue Scaler group, alongside Kabana and DataWeBot |
| Social | LinkedIn · founders: Wilhendra Akmam, Ichsan Mulia Permata |
Coverage and scale figures describe the collection archive. Per-category and per-market history depth varies, and the Data API product sells a narrower window than the archive holds — the catalog endpoint returns exact month ranges for anything you plan to query.
FAQ
Magpie IQ tracks what is selling on Southeast Asian ecommerce marketplaces at the level of the individual listing, and turns that into monthly sales, price and market-share data. Brands use it to see their own share and their competitors'; data teams use it as a feed into their own systems.
Five marketplaces — Shopee, Lazada, TikTok Shop, Tokopedia and Blibli — across six markets: Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Coverage is not uniform. Indonesia has all five marketplaces and the full category set; the other five markets are narrower, and Electronics is the only category tracked everywhere.
From the marketplaces themselves. We collect individual product listings, sold counts, review volumes and price changes directly, then build the panel from those observations. It is not a consumer survey, a retailer-reported panel or a purchased third-party dataset. The methodology page explains how the estimates are derived.
The collection archive runs continuously from 2020 — six years, 78 billion data points. How much of that you can query depends on the product: the analysis-ready panel and the Data API each cover a narrower window than the archive, and it varies by category and market. The Data API's free catalog endpoint returns exact month ranges.
Monthly. Marketplace sales figures also settle over roughly two months after the fact, so the most recent month firms up as it ages. This is monthly market intelligence rather than a real-time feed. If you need a page as it is right now, that is the Scraping API.
Around 30 brand clients — mostly category, insights and ecommerce teams at multinational FMCG, beauty, health and consumer-electronics companies — plus data engineering teams, consultancies, research firms and marketplaces. Named clients include Panasonic, Nestlé, Danone, Beiersdorf, Royal Canin and Signify.
A scraping platform sells you collection: raw product records and the infrastructure to gather more. Magpie IQ sells the layer after that — monthly GMV, units and market share already computed, with six years of history behind it. If you want to build the pipeline yourself, a scraping platform is the right tool. See the comparisons.
Yes, two of them. The Data API serves the monthly panel — GMV, units, price and share by SKU, brand, merchant and category. The Scraping API fetches live marketplace pages, listings, search results and reviews as structured JSON. One key covers both, and there is an MCP connector for AI agents. data.magpieiq.com.
The Data API publishes its full rate card at data.magpieiq.com/pricing and runs on prepaid credits with no minimum commitment; new accounts get free trial credits. Subscriptions, recurring reports and data licences are quoted against your scope, because what they cost depends on which categories and markets you need.
No, not for the Data API. Sign in, get trial credits, mint a key and query — the account is provisioned automatically with no approval step. Larger paid exports are scoped with us first, normally within one business day, and brand reporting and enterprise licensing are scoped against your categories before they are quoted.
Farsight, Universe and Owl are Magpie IQ products built on the same data engine — AI analytics, the self-serve market browser, and brand protection. Kabana is a separate company in the same group: seller analytics that connects a merchant's own Shopee, Lazada and TikTok Shop seller centres, which is a different job from market-wide tracking.
We collect publicly visible marketplace listing information — the same pages any shopper can see. We do not collect personal data about buyers or sellers, and our exports and API responses are built to exclude it. Licensing terms are set per engagement and contracted through the Singapore entity for cross-border work.
Get in touch
Sales & demos
[email protected]Magpie Intelligence Pte Ltd · Incorporated in Singapore · Operated from Indonesia