Competition within Indonesia's marketplace industry is intensifying. Platform providers are having to devise new strategies to navigate the challenge of a shrinking seller base—a consequence of recent government policies.
Nevertheless, consumer enthusiasm for online shopping remains undiminished. Recent data from the Indonesian Internet Service Providers Association (APJII) reveals that, out of 235.26 million internet-connected Indonesians, nearly half still rely on Shopee as their preferred shopping destination.
Shopee has successfully maintained its top position with a user access rate of 47.5%. However, despite this lead, the dominance of the orange-branded platform is beginning to wane; compared to the previous year—when it reached 53.2%—Shopee's market share now appears to be eroding under pressure from competitors.
The following is the ranking of online shopping platforms most frequently accessed by Indonesians throughout 2026:
Source: APJII (Indonesian Internet Service Providers Association) survey via bisniscom
<< Back
