Jakarta, CNBC Indonesia – Indonesia’s digital economic growth throughout 2025 will still be dominated by e-commerce businesses, driven by AI and video commerce. Apparently, Shopee still leads as the most popular online shopping application in the country.
Throughout last year, transactions via e-commerce platforms in Indonesia were projected to reach US$185 billion or Rp. 3,093 trillion.
In detail, the value consists of grocery US$24 billion (Rp. 401 trillion) and non-grocery of US$161 billion (Rp. 2,692 trillion). This figure is up from 2024 amounting to US$156 billion (Rp. 2,659 trillion) with a division of US$20 billion (Rp. 334 trillion) between grocery and non-grocery items amounting to US$136 billion (Rp. 2,274 trillion).
The report also projects e-commerce revenue will reach US$359 billion. Non-grocery will almost double from this year to US$300 billion, as well as grocery products reaching US$59 billion.
One trend that is keeping ecommerce growing is video commerce. The e-Conomy SEA 2025 report from Google, Temasek, and Bain & Company recorded video commerce transaction volume at 2.6 billion transactions. That figure rose significantly to reach 90% annually.
The largest categories in videocommerce are still dominated by fashion and accessories (28%) and personal care and beauty (20%). The report also stated that the top 10 sellers accounted for 20% of total transactions from each category.
Meanwhile, the average order value (AOV) for video commerce services in Indonesia is US$4.5-US$6 (Rp. 75,200-Rp. 100 thousand). This amount is lower than the overall average order value in Southeast Asia of US$6-US$7 (Rp. 117 thousand) per person.
The e-Conomy SEA 2025 report also noted that there were 800 thousand sellers and shops in Indonesia using video commerce services, a jump of 75% from the previous year.
The latest data from Sensor Tower shows that the number of downloads of retail applications in Indonesia will reach 181 million times throughout 2025. Indonesian citizens spent 8.68 billion hours on retail applications.
Although the majority of retail applications that are most downloaded in Indonesia are marketplace applications, several other subcategory applications are starting to emerge, such as discount applications and online applications from offline retail stores.
Shopee, which is actively pushing the video commerce feature in its application, is still the most popular application in the retail category in Indonesia.
(wur)
[Gambas:Video CNBC]
date:2026-02-14 11:15:00
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