Indonesian ecommerce coffee is a ~$7.2M per month market as of June 2026 (−15% year on year), and it is effectively a coffee market (coffee is ~89% of beverages GMV) at a turning point: Nescafe has just overtaken a fast-declining Kapal Api at #1, while independent local roasters keep climbing; TikTok Shop is unusually strong here (~16%). — according to Magpie IQ's SKU-level tracking across Shopee, TikTok Shop, Tokopedia and Lazada. This page ranks the top coffee brands by actual GMV.
Who are the top coffee brands in Indonesia by market share?
Ranked by GMV over April–June 2026, as a share of total Indonesian ecommerce coffee GMV, per Magpie IQ data:
| # | Brand | Market share | Origin / tier |
|---|---|---|---|
| 1 | Nescafe | ●●● | Global (Nestlé) · new #1 |
| 2 | Kapal Api | ●●● | Local · declining |
| 3 | Sakha Coffee | ●●● | Local · rising |
| 4 | Indocafe | ●●● | Local · declining |
| 5 | Luwak | ●●● | Local |
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The top five brands hold about ~21% of the market and the top ten about ~33% — Nescafe leads with 5.5%.
Which platform sells the most coffee in Indonesia?
- Shopee — 61.8%
- Tokopedia | Shop — 18.0%
- TikTok Shop — 16.0%
What sells within the category?
- Coffee — 89.5%
- Choco Drink — 10.5%
Who is gaining and losing share?
Gainers: Sakha Coffee, Arutala, Semekar, Otten Coffee. Decliners: Kapal Api, Indocafe.
About the data
Figures are drawn from Magpie IQ's ecommerce intelligence platform, which tracks SKU-level sales across Shopee, Tokopedia, TikTok Shop, Lazada, Blibli and Bukalapak in Indonesia. GMV = post-discount price × units sold. Market share is a brand's GMV as a percentage of total tracked category GMV over April–June 2026. Rankings reflect real transactions, not surveys.