Data / Indonesia / E-commerce Trends
Indonesia E-commerce Trends — 2026
Two facts define Indonesian e-commerce in 2026: beauty & personal care is the runaway largest category at roughly 52% of tracked GMV, and Shopee still anchors the platform mix even as the TikTok Shop–Tokopedia ecosystem scales. Here is the category and platform picture.
Indonesia e-commerce GMV — monthly, all platforms
Total estimated GMV across six marketplaces, USD, 2024–2026.
Biggest categories in Indonesian e-commerce — 2026
Ranked by GMV share, three months to May 2026. Category order shown; exact GMV in Farsight.
| # | Category | Share | GMV · 3mo |
|---|---|---|---|
| 1 | Beauty & Personal Care | 51.9% | $640M |
| 2 | Electronics | 17.7% | $219M |
| 3 | F&B | 9.9% | $122M |
| 4 | Mom & Baby | 9.0% | $111M |
| 5 | Health & Wellness | 5.3% | $66M |
| 6 | Pet | 2.7% | $34M |
| 7 | Groceries | 2.3% | $29M |
| 8 | Lifestyle | 1.1% | $13M |
Exact GMV, sub-categories and per-platform splits are in Farsight. Drill any category into brands and SKUs across all six marketplaces.
See the full category and platform breakdown
Exact figures for every row, the full ranking, 36-month history and SKU-level detail are in Farsight.
- Exact figures per row
- Full ranking
- 36-month history
- SKU-level detail
- CSV export
No credit card required · 78bn data points across 6 platforms, since 2020
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