Indonesian ecommerce is one of the most talked about spaces in Southeast Asia’s tech startup world. Players like Lippo Group, Rocket Internet, Sequoia Capital, SoftBank, and many others are taking the archipelago’s online retail business deadly serious. Logistics plays are now happening in Indonesia faster than locals can eat nasi padang. However, as online sales still only account for less than one percent of the nation’s entire retail sector, Indonesia’s ecommerce space is set to see more growth and consolidation over the next decade or two.
I’ve taken the liberty of putting together a list of popular online shopping destinations in Indonesia. Because most locals will consider this a no-brainer, this list is primarily for global industry stakeholders and outsiders looking in.
A couple of ground rules: I set the minimum threshold of SimilarWeb traffic at 80,000 visits during the month of August 2015. This list includes companies I know are still active in Indonesia. It doesn’t include pure business-to-business ecommerce sites. I’ve also removed now-inactive brands from a previous iteration of this list that ran in 2014.
Have a look, and think about whether you want to shop, invest, or otherwise join Indonesia’s vibrant ecommerce space.
Online forums and classifieds
Kaskus is the largest Indonesian online community. It was built mainly as an online forum, but it grew to become one of Indonesia’s hottest ecommerce platforms. Users can post articles inside the platform as well as buy and sell items.
SimilarWeb rank: #13 in Indonesia with 20.4 million desktop visitors in August 2015.
OLX is an online classifieds platform that enables its users to create ads and display them on social networks. The site began back in 2003 as TokoBagus. In 2014, it changed its name to OLX Indonesia, and later it merged with competitor Berniaga.
Jualo’s buy-and-sell classifieds format encouraged users to bargain, negotiate, or even just exchange goods and services without payment.
Lamudi is a site that connects sellers, buyers, and renters of homes, land, and commercial properties. It’s an international startup born from German company builder Rocket Internet.
SimilarWeb rank: #1,502 in Indonesia with 190,000 desktop visits in August 2015
Rumah123 is a property site that caters to Indonesians looking for houses, apartments, shops, land, and other properties. Rumah123 is the Indonesian presence of Malaysia-based iProperty Group, which is listed on the Australian Stock Exchange.
SimilarWeb rank: #459 in Indonesia with 550,000 desktop visits in August 2015
Rumah provides a search feature for many types of property: residential, commercial, and industrial. Rumah was acquired by Singapore’s PropertyGuru back in 2011. Today, the site is also partly owned and run by Emtek’s KMK Online in Indonesia.
Carmudi is a vehicle marketplace where users can buy and sell cars, motorcycles, and commercial vehicles. It’s an international startup born from German company builder Rocket Internet.
SimilarWeb rank: #936 in Indonesia with 320,000 desktop visits in August 2015
Mobil123 is arguably the most popular car classifieds site in the archipelago. The company was part of the iProperty Group, which sold it to iCar Asia in 2012.
SimilarWeb rank: #424 in Indonesia with 630,000 desktop visits in August 2015
Lazada is an online mall, offering a large selection of the world’s most popular brands. Currently, Lazada Indonesia is the nation’s leading business-to-consumer ecommerce site. In its early days, Lazada was an international startup born from German company builder Rocket Internet. Today, the firm claims Rocket is merely a shareholder, and a negligible factor when it comes to operations.
SimilarWeb rank: #7 in Indonesia with 48.3 million desktop visits in August 2015
MatahariMall is an ecommerce venture from the Lippo Group, offering one of the largest and most complete marketplaces in Indonesia. It covers fashion, health and beauty, electronics, home, groceries, books, and entertainment. MatahariMall is controversial due to its claims of having US$500 million in capital earlier this year. It was later discovered that the firm was still raising a large portion of that capital with help from two different banks. Regardless, the firm is a bona fide heavyweight in terms of its team, partners, and infrastructure backbone in Indonesia. MatahariMall has strong leadership in the form of CEO Hadi Wenas, and the site launched in full last month. The competition between Lazada Indonesia and MatahariMall will be fierce going forward.
SimilarWeb rank: #943 in Indonesia with 240,000 desktop visits in August 2015
Bhinneka sells computers, servers, software, photography and accessories, peripherals, computers accessories, and electronics. Bhinneka is one of the first players to emerge in Indonesia’s ecommerce scene with gadgets as its main products. It has maintained an online presence for over 14 years and has expanded its product categories to include musical instruments and toys.
SimilarWeb rank: #183 in Indonesia with 4.2 million desktop visits in August 2015
Since 2011, BliBli has branded itself as one of Indonesia’s pioneer online shopping malls. The ecommerce platform was born from the Djarum Group. For several years, it has been perceived as a viable contender in Jakarta.
SimilarWeb rank: #90 in Indonesia with 3.2 million desktop visits in August 2015
Zalora is a website that offers fashion and footwear products. The site is an international startup born from German company builder Rocket Internet. However, similar to Lazada Group, it’s likely that Rocket Internet remains as shareholder but is negligible when it comes to Zalora’s autonomy today.
SimilarWeb rank: #148 in Indonesia with 2 million desktop visits in August 2015
Berrybenka is an online fashion and beauty store in Indonesia. Berrybenka sells more than 1,000 local and international brands, including its own labels.
SimilarWeb rank: #409 in Indonesia with 570,000 desktop visitors in August 2015
Paraplou bills itself as a premium fashion shopping site in Indonesia. It is run by two former managing directors from Lazada and Rocket Internet. Paraplou recently grabbed investment from Singapore’s Majuven.
SimilarWeb rank: #3,353 in Indonesia with 85,000 desktop visits in August 2015
Bobobobo is an upscale lifestyle ecommerce site that sells luxury products from boutique brands in the categories of men, women, living, dining, travel, and events. The startup’s current investors include Indonesia’s Ismaya Group and Kreatif Media Karya, a wholly-owned subsidiary of Emtek Group, one of the nation’s largest media companies.
SimilarWeb rank: #3,584 in Indonesia with 65,000 desktop visits in August 2015. (Disclosure: Bobobobo contested SimilarWeb’s ranking. It produced Google Analytics to show the site recieved 207,429 desktop and mobile visits in August 2015.)
Tiket is an online travel and entertainment booking system, which sells tickets for flights, trains, hotels, car rentals, and events.
Traveloka is the biggest online portal for plane and hotel bookings in Indonesia.
SimilarWeb rank: #95 in Indonesia with 4 million desktop visits in August 2015
Groupon is a global ecommerce marketplace connecting millions of subscribers with local merchants by offering activities, travel, goods, and services in more than 45 countries. The company entered in 2011 by acquiring daily deals site Disdus.
SimilarWeb rank: #327 in Indonesia with 840,000 desktop visits in August 2015
Grivy calls itself one of Southeast Asia’s first travel and leisure activity auction deal sites. Users can discover, buy, and redeem deals from nearby merchants. The site has a real-time auction block where users can bid against one another and hopefully carve our their own discount margins.
Tokopedia is an online marketplace enabling individuals and business owners in Indonesia to open and maintain their online stores for free.
SimilarWeb rank: #19 in Indonesia with 11.2 million desktop visits in August 2015
Bukalapak is another Indonesia-based consumer-to-consumer ecommerce site that focuses on helping micro, small, and medium-sized enterprises sell online. In recent years, Bukalapak has been known as arch competitor of Tokopedia.
SimilarWeb rank: #27 in Indonesia with 9.1 million desktop visits in August 2015
Qoo10 is a joint venture project between eBay and South Korea’s marketplace Gmarket. Qoo10 claims to offer a seamless ecommerce platform for sellers, as well as a one-stop shopping solution for local and global buyers.
SimilarWeb rank: #311 in Indonesia with 1 million desktop visits in August 2015
Elevenia lets users buy and sell various products in different categories, including fashion, beauty and health, babies and kids, home and garden, gadgets and computers, electronics, sports, and others. Elevenia is a joint venture between telco XL Axiata and South Korea’s online mobile service firm SK Planet.
SimilarWeb rank: #94 in Indonesia with 3.9 million desktop visits in August 2015
Blanja is a joint venture company between eBay and Telkom Indonesia. The marketplace provides a range of products and promotions.
SimilarWeb rank: #440 in Indonesia with 820,000 desktop visits in August 2015
Rakuten is a tech company that provides consumer and business-focused services, including ecommerce, e-reading, travel, banking, securities, and more. The site had partnered with Indonesian media conglomerate MNC, but broke away from the joint venture. Today, Rakuten Belanja Online is a stand-alone subsidiary of the Japanese eshopping titan, Rakuten.
SimilarWeb rank: #1,017 in Indonesia with 310,000 desktop visits in August 2015
Indonetwork is a consumer-to-consumer and business-to-business marketplace. You can find a lot of items here, whether it’s for individual use, exporting, or selling again locally. The site only accepts paid memberships. The site calls itself a resource for import and export trade leads in Indonesia.
SimilarWeb rank: #3,316 in Indonesia with 130,000 desktop visits in August 2015
IndoTrading is a global ecommerce platform established to support small and medium-sized businesses in Indonesia that want to promote their products online.
SimilarWeb rank: #667 in Indonesia with 640,000 desktop visits in August 2015