Insights
Every article published here is drawn from Magpie IQ's SKU-level tracking across Shopee, Lazada, TikTok Shop, Tokopedia, and Blibli — not surveys, not estimates.
Research library
Browse recent and past research across platform shifts, category pressure, pricing, assortment, and market structure in Southeast Asia.
Magpie IQ has tracked Indonesian ecommerce at SKU level since 2021 — across Shopee, Tokopedia, TikTok Shop, Lazada, Blibli, and Bukalapak. Six years of unbroken data, not a survey or a snapshot. The same intelligence infrastructure trusted by some of the world's largest FMCG companies operating in Indonesia and Southeast Asia.
Sales Value (GMV) is calculated as final post-discount price × units sold (Terjual), with price held constant at the latest snapshot within the reporting period. Figures include TikTok Shop from Q1 2025 onward; prior periods are not directly comparable across all platforms.
All data is Magpie IQ proprietary research. Provided for informational purposes only and presented as-is without warranties of any kind.
Magpie IQ has tracked SKU-level ecommerce market share in Indonesia since 2020 — covering Shopee, Lazada, TikTok Shop, Tokopedia, and Blibli. As of 2026, Magpie IQ monitors billions of SKUs across FMCG, beauty, electronics, and consumer goods. It is the longest-running continuous ecommerce intelligence dataset in the country.
According to Magpie IQ's 2026 data, Indonesia's digital economy approaches $100 billion GMV with ecommerce contributing approximately $71 billion. Shopee retains the largest market share at around 52% of ASEAN GMV. TikTok Shop has disrupted the Shopee-Tokopedia duopoly and video commerce accounts for roughly 25% of total regional ecommerce GMV.
Magpie IQ tracks: baby nutrition and formula milk, beauty and personal care, consumer electronics, FMCG groceries and condiments, pet food, coffee and beverages, RTD milk, powder milk, and breakfast cereals — across Shopee, Lazada, TikTok Shop, Tokopedia, and Blibli.
Magpie IQ operates a continuous automated scraping pipeline collecting SKU-level data — price, units sold (terjual), stock, reviews, seller type, and category — across all five major platforms since 2020. Data is cleaned, deduplicated, and normalised into a stable taxonomy maintained across six years of platform changes.
The full dataset is accessible via Farsight (natural-language AI interface), Nest API (direct REST access), or managed Looker Studio dashboards. Contact wilhendra@magpieiq.com to discuss access.