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Indonesia FMCG ecommerce sales hit $2.3b in Q1: report
Compas.co.id (PT Telunjuk Komputasi Indonesia) said FMCG sales on four major marketplaces in Indonesia surpassed 40 trillion rupiah (US$2.36 billion) in Q1 2026.
The company said the figures came from its platform, which tracks transactions on Shopee, ShopTokopedia, Lazada, and Blibli.
Beauty was the biggest category at 18.6 trillion rupiah (US$1.1 billion), up 33% year on year, while food and beverage rose 88% and homecare rose 96%.
ShopTokopedia was the fastest-growing platform across most categories, the company said.
🔗 Source: Compas.co.id
🧠 Food for thought
Implications, context, and why it matters.
The market’s rapid growth comes from a few categories and a clear front-runner
- Food and beverage ecommerce sales grew 88% year on year, well above the 7.61% CAGR projected for Indonesia’s overall food and beverages market for 2024–2032. Online FMCG food and beverage sales are growing faster than the wider sector 1.
- Shopee led Indonesia’s ecommerce GMV (gross merchandise value, a common measure of total sales processed on a platform) in 2024 with 46%, ahead of Tokopedia at 23% 2.
- Beauty stayed on top. In Q1 2025, seven of Shopee Indonesia’s ten best-selling FMCG brands were beauty and skincare names such as Skintific and Wardah 3.
Platform fights and tax rules could change how brands sell
- Compas ranked ShopTokopedia as the fastest-growing platform in most categories in Q1 2026. TikTok’s integration with Tokopedia is lifting growth against larger incumbents such as Shopee 2.
- Rival platforms are leaning harder on live-selling and influencer marketing. These channels fit Indonesia, where 96% of shoppers browse and buy via smartphones 4.
- Draft rules cited by Reuters were set for July 2025. They would require marketplaces to deduct and remit a 0.5% tax for certain sellers 2.
- Added compliance work could shape which platforms sellers choose for expansion.
