Three platforms dominate e-commerce in Indonesia in 2026. Shopee, TikTok Shop (integrated with Tokopedia), and the legacy Tokopedia marketplace. Each serves a different buyer profile, requires a different seller setup, and rewards a different product and marketing strategy.
$22 billion GMV by 2028
Indonesia’s social commerce market projection. TikTok Shop, Shopee Live, and Instagram Shopping are driving the majority of new transaction volume.
Shopee Indonesia: The Volume Leader
Shopee is the most downloaded and most used e-commerce app in Indonesia by transaction volume. Why it works for foreign brands: cross-border program (sell without a local entity), Shopee Live for live commerce, Shopee Mall for official brand storefronts, strong ShopeExpress logistics covering most Indonesian islands, and powerful promotional campaigns (11.11, 12.12, Harbolnas).
TikTok Shop: The Fastest-Growing Channel
After TikTok’s acquisition of a majority stake in Tokopedia in 2024, TikTok Shop became the most talked-about e-commerce development in Indonesia. It combines TikTok’s 157 million Indonesian users with Tokopedia’s logistics and payment infrastructure. Setup: local Indonesian seller account or partnership with a local operator, products listed in Bahasa Indonesia with IDR pricing, BPOM/halal compliance documentation, local warehouse arrangement.
Tokopedia: The Legacy Marketplace
After the TikTok integration, Tokopedia now primarily serves as the fulfillment and logistics backbone for TikTok Shop transactions, while maintaining its own marketplace. It remains important for: brands targeting the 30 to 50 age group, B2B transactions and bulk purchases, categories where trust and established reputation matter more than entertainment-driven discovery.
Lazada: For Premium and International Brands
Lazada (owned by Alibaba) has a smaller GMV than Shopee and TikTok Shop but maintains a more premium marketplace positioning. LazMall is where established international brands operate. Strong for brands already on Lazada in other SEA markets (Singapore, Malaysia, Thailand).
Which Platform to Start With?
Start with TikTok Shop if your product can be demonstrated in video, you commit to regular live sessions, and you want the fastest path to organic visibility.
Add Shopee Mall once you have established Indonesian market presence and product reviews. Shopee provides volume and official brand trust signal.
Consider Lazada if you are already on Lazada in another SEA market or your brand positioning is premium.
The Operational Reality
Running multiple storefronts requires local support: managing daily orders, responding to buyer messages within 2 hours, handling returns, running promotions, and managing inventory. Most foreign brands need either a distributor who includes e-commerce in their scope, or a specialist e-commerce operator charging 8 to 15% of GMV.
Asia Pro connects foreign brands with the right local partner. See how we structure Indonesia partnerships. For social media driving traffic to your storefronts, see our Indonesia social media services. Ready to plan your entry? Talk to the Asia Pro team.
Natasha
Marketer, Asia Pro Jakarta
