With a booming economy and a flourishing middle class, Indonesia has become an intense battleground for leading ecommerce players, including Shopee, Tokopedia, and TikTok Shop.
Smartphone ownership in Indonesia was nearly universal at 99.3% and was No. 1 in the region. Indonesia was 1.4 percentage points ahead of the regional average. There was no change in the country鈥檚 YoY rate for this category. Nice-to-have digital device ownership is low in Indonesia. Smart TV ownership (36.4%) was below the regional average of 41%.
Regulators in Indonesia banned TikTok Shop over concerns about its impact on local small and medium-sized businesses (SMBs). Indonesia prohibits the integration of social media and ecommerce on one platform. TikTok found a workaround by acquiring Tokopedia. Some Southeast Asian countries have levied tariffs to protect domestic businesses. Temu struggles to land in Indonesia.