18 popular online shopping sites in Indonesia (2014 edition)

Enricko Lukman
2:45 pm on Apr 15, 2014

One of the sure things in Indonesia’s internet industry is the ample amount of ecommerce startups hanging around the corner. For 2014, we’ve updated our list of popular ecommerce sites in Indonesia. This time we’re going to categorize the following ecommerce sites according to their business models: online forums and classifieds, business to consumers (B2C) sites, consumer to consumer (C2C) marketplaces, and others.

Online forums and classifieds

1. Kaskus


Kaskus 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 there.

In December, Kaskus had a change of leadership with new CEO Sukan Makmuri – who once held the position of VP for the internet banking technology division at Bank of America – overtaking the reigns from co-founders Ken Dean Lawadinata and Andrew Darwis. Then, the team reported that they recorded 40 million users and 600 million pageviews every month.

Alexa rank: 7th in Indonesia.

(See: Why now is an exciting time for Kaskus – and everyone)

2. TokoBagus


When it comes to websites that focus solely on classifieds, then TokoBagus would probably be the first in the minds of many Indonesians. Remco Lupker and Sebastian Arnold Egg co-founded the site back in 2003, in between they received hefty investment from MIH and went gung ho in advertising TokoBagus in many media outlets in Indonesia.

(See: Tokobagus Co-founder Remco Lupker Show Offs His New Venture, Ambient Indonesia)

Last April, MIH disbanded one of its ecommerce portfolios – Multiply – to focus its funds on other more promising portfolios – including TokoBagus. In December, the team finally revealed its data for the first time and it was crazily huge: they passed one billion monthly pageviews in July 2013.

Alexa rank: 13th in Indonesia.

3. Berniaga


Looking to challenge TokoBagus’ dominance as classifieds leader in Indonesia is Berniaga. It is also very aggressive in marketing its site in the country thanks to the backing of its parent company 701Search.

Alexa rank: 24th in Indonesia.

B2C sites

1. Lazada Indonesia


Rocket Internet’s Lazada recently celebrated its second anniversary in Indonesia, and during its short two years, it has risen to be one of the biggest B2C ecommerce players in the country. Its endless pool of money helps of course.

During the country’s national online shopping day in December, Lazada Indonesia reported that they recorded thousands of orders per hour. It is now operating with 300 employees in Indonesia and is looking to dominate the next big trends: mobile commerce and third-party merchants.

Alexa rank: 31st in Indonesia.

2. Bhinneka


Bhinneka is one of the first players to emerge in Indonesia’s ecommerce scene with gadgets as its main products. Its has been maintaining an online presence for over 14 years and is now expanding its product categories into other fields like musical instruments and toys.

(See: Battling Against Rocket Internet’s Lazada, Bhinneka Wants to be Indonesia’s Amazon)

In February it revealed that it reached an average of 21 million monthly pageviews in 2013 and earned IDR 600 billion ($52 million) that year. 70 percent of it, the company claims, came from its online store. Bhinneka now has over 500 employees with six physical stores in Jakarta.

Alexa rank: 65th in Indonesia.

3. Agoda


Singapore-based Agoda is still the number one hotel booking site in Indonesia. In total it has over 390,000 hotels to book from, as well as over seven million customers.

Alexa rank: 110th in Indonesia.

(See: 9 Top Web and Mobile Travel Startups in Indonesia)

4. Zalora Indonesia


The two-year-old fashion ecommerce site Zalora Indonesia is similar to Lazada Indonesia: it is backed by Rocket Internet and has an ample amount of money. And just like its sister company, Zalora is quite tight-lipped regarding its data.

Last September, DailySocial cited Hadi Wenas, then managing director of Zalora Indonesia, as saying that the Indonesian branch has become the biggest group out of Zalora’s ten branches in Asia in terms of revenue.

Alexa rank: 126th in Indonesia.

5. Tiket


Tiket is one of the biggest travel ecommerce startups in Indonesia. It lets people buy various travel products like flights, hotels, train tickets, concert tickets, and even rent cars. According to the Jakarta Globe, Tiket now facilitates about 3,000 transactions every day with a total daily revenue of IDR 2 billion ($175,000).

Alexa rank: 175th in Indonesia.

6. Groupon Indonesia


Groupon entered Indonesia with the acquisition of daily deals site Disdus in 2011, and they are still the leader in Indonesia’s group buying business. In its third anniversary last September, Groupon Indonesia revealed that it had 500,000 daily visits with an average transaction per day of IDR 300 million.

Alexa rank: 181st in Indonesia.

(See: Disdus co-founder: Whatever industry you’re in, you can be successful)


1. Tokopedia


Tokopedia and Bukalapak are local marketplace players who have been underdogs in their battle against giants like Telkom-eBay’s Plasa.com and MIH’s Multiply. But the two sites managed to come out on top and are now leading the local market. Headed by William Tanuwijaya and Leontinus Alpha Edison, the four-year-old Tokopedia now has over 770,000 active listings and sold 13.4 million items in the past year using its escrow service.

Alexa rank: 32nd in Indonesia.

(See: How Tokopedia is Building Indonesia’s Taobao)

2. Bukalapak


Bukalapak is a fierce rival of Tokopedia. It has also managed to overcome tough competition during its early years. Headed by Achmad Zaky, the site now facilitates transactions valued at about IDR 500 million every day. It now has about 400,000 live item listings and is looking to embrace the mobile industry with the launch of its Android app last month.

Alexa rank: 43rd in Indonesia.

3. Qoo10 Indonesia


Qoo10 is a joint venture project between eBay and South Korea’s marketplace Gmarket, and it just celebrated its second anniversary in Indonesia. The team achieved over $2.5 million monthly revenue in 2013, which is a 500 percent growth compared to the year before.

Alexa rank: 156th in Indonesia.

(See: Qoo10 founder once worked in the middle of the desert – and he hated it)

4. Elevenia


Elevenia is one of the new players that emerged recently to shake things up in the marketplace space. It is a joint venture between telco XL Axiata and South Korea’s online and mobile service firm SK Planet. Both put in a total of $18.3 million as initial capital for this project and the two backers are optimistic it can win the market in the long run.

Alexa rank: 157th in Indonesia.

5. Lamido Indonesia


Armed with Rocket Internet’s expertise and funding, Lamido is another new player that wants to shake things up in Indonesia’s marketplace battlefield. The startup shares some infrastructure with Lazada Indonesia, such as logistics, operations, and technical know-how. Lazada Indonesia is doing very well, and we’ll see if the partnership works well for this site as well.

Alexa rank: 443rd in Indonesia.

6. Rakuten Belanja Online


Rakuten Belanja Online saw some blood shed last year with the joint venture separation from former partner, media conglomerate MNC. Now a stand-alone subsidiary of the Japanese eshopping titan, Rakuten still believes that it can get something out of Indonesia’s market – but it will have to fight many new rivals to do so.

Alexa rank: 447th in Indonesia.


1. Indonetwork


Indonetwork is a C2C and B2B marketplace website. You can find a lot of items here, whether it is for individual’s need or for exports. The site only accepts paid memberships.

Alexa rank: 77th in Indonesia.

2. IndoTrading


As a B2B marketplace, IndoTrading only allows businesses – not individuals – to post items on the site. The platform now has about 50,000 products and will launch an escrow payment system for its export page soon.

Alexa rank: 360th in Indonesia.

(Read: IndoTrading Plans to Emulate the Success of China’s Alibaba in Indonesia)

3. Blibli


Blibli brands itself as a shopping mall and only accepts registered businesses to open a shop on the platform. Launched in September 2012, Blibli now has a total of 60,000 items in its website.

Alexa rank: 195th in Indonesia.

In 2013, Indonesia was shocked to see Multiply shutting down after a few years in the intense eshopping battle. Daily deals site LivingSocial also quit Southeast Asia thanks to iBuy Group’s regional acquisition. All players must be wary of the second coming of eBay in the form of Blanja.com.

There are other players and trends to look out for other than the ones mentioned above. We are seeing a trend for vertical classifieds sites like PropertyGuru’s Rumah, iProperty’s Rumah123, and Rocket Internet’s Lamudi for real estate, and iCar Asia’s Mobil123, Rocket Internet’s Carmudi, and RajaMobil for cars.

There’s exciting growth for vertical B2C businesses especially in fashion and travel industries. We have Berrybenka and HiJup for fashion as well as Traveloka and Nusatrip for travel. There are still many more vertical startups to look out for.

We are also seeing good growth among price comparison engines in the country. In the last two years we saw new players emerge like Thailand’s Priceza, Kakaku’s PricePrice, and Pricebook to fight the local players PriceArea and Telunjuk.

  1. Disclosure: East Ventures invests in Tokopedia, Berrybenka, Traveloka, PriceArea, as well as Tech in Asia. Read our ethics page for more information.

This is an updated post from Ratri Adityarani’s “8 popular online shopping sites in Indonesia”.

Editing by Terence Lee and Steven Millward

  • alifamri

    number 1 still kaskus :)

  • Jual Paving Block

    Kaskus still number 1 in Indonesia :)

  • Rika

    Yang populer dr Rakuten, dia jagonya harga sih.. Saya banding2, pilihan produknya terbanyak dibandingkan online shopping lain di Indonesia. Saya berkali-kali belanja di Rakuten ga pernah bermasalah, kalau masalah nunggu barang datang sih biasa..online shopping lain jg samanya.

  • frandy

    Perasaan kaskus itu forum deh tapi yang bener2 online shop blibli.com…bnr ngga sih??

  • http://www.busana.com Nas Zakaria

    Hmmm…ini sepertinya sudah lama tidak diupdate, sekarang Busana.com kali?

  • yogamedan

    wah thx banget nih
    sharingannya bermanfaat banget..

  • cumicumidiskon

    Memang kaskus udah paling bener deh.. tapi gak ada salah coba ngecek website perbandingan lainnya juga kayak MetroDeal. coba cek http://www.MetroDeal.co.id

  • http://www.multiply.com mutiara zahrina

    multiply.com is number one. 😀

  • one piece

    rakuten sells some good jap stuff.. hard navigation though unfortunately

  • ren

    It is better to mention that although kutukutubuku literally translates to book fleas, its actual meaning is like ‘bookworm’

  • Erwin
  • Selena

    Love the list.
    Thank you for sharing it.

  • shopaholic

    paling mangstabbb kaskus gan… ane srg belanja online di kaskus, bisa pake rekber juga lagi, kalo rekber ane seringnya pake inapay.com

  • Adhi Sukma

    Kayaknya listnya belum lengkap deh mbak, masih banyak lagi soalnya yang belum disebutin… Lagian beberapa diantaranya juga belum se”popular” seperti yang disebutin :)

  • Merlinda

    Number one is bandar303.com come n join us with the big bonus and awards awaiting you all :)

  • kiswah

    Menyimak saja ^_^

  • Detailed

    Good day! This is kind of off topic but I need some guidance from an established blog.

    Is it tough to set up your own blog? I’m not very techincal but I can figure things out pretty quick. I’m thinking about setting up my own but
    I’m not sure where to start. Do you have any tips or suggestions? With thanks

  • Anatari

    ibcbet.com boleh dong no. 2 didunia Mbak.

  • akbarnice

    wah bagus banget bwt referensi tuk berbelanja…terima kasih banyak y 😀

  • viddie

    Coba http://www.vincentdenim.com online catalog buat penggemar Jeans

  • Asikk

    New startup website and popular amongst internet users. asikk.com Check it out

  • Atthaya

    Mau belanja baju, kemeja, jegging, kaos dan barang cewek lainnya dengan harga di bawah 200k?
    Ayo dicek twitter/instagram kami di @lasuerteshop :)
    Lokasi kami di Medan dan bisa shipping ke kota seluruh Indonesia via JNE.

  • http://www.hanajulie.com hana purnomo

    kalau mau belanja tas & barang branded SALE langsung dikirim dari Amrik?? – langsung aja ke page “Hana and Julie’s Collections” di Facebook. aku sering pesen. ongkir gratis lagi. Layanannya personal jadi kamu bs langsung obrol2an sm yg punya. 30%-50% lebih murah dari tas branded di Indonesia.

  • anon

    wrong address for kaskus


  • http://fanpaze.com yusuf

    Good list but I think you should add the real ecommerce mall http://www.tokoonline.com

  • tenga

    where is the new for 2013? please make a new one thx


    warm greetings with friendship am engr. nicolas newton from the united kingdom i had a contract deals in exxon mobile oil company as the project manager for the sales of cruide oil drums after the sales and the contract sales has been approved by exxon mobile oil company board of directors there is some huge amount of money that is remaining which is $10,000,000,000,000.00 million dollar i need a partnership bussiness assistance to transfer these fund your completion will determine our conpairsation you are to send email to (nicolasnewton@live.co.uk)with your personal email not website email.

  • ali

    qoo10.co.id is great

  • wiwik

    number one is http://www.hokihokishop.com ! produk berkualitas, harga murah meriah, pelayanan ramah menjadi keunggulan online shop ini. online shop ini berlokasi di denpasar bali dengan mempunyai beberapa vendor di jakarta, batam, medan, bandung dan jambi.
    produk yang dijual meliputi baju import korea 100%. bukan replika lokal.
    aksesories yang meliputi aksesories rambut, aksesories kalung, gelang, jepit rambut, cincin, anting, jam tangan.
    tas bermerek atau branded, parfum original,
    gadget berupa handphone original, dan original bm (black market), bukan handphone replika laptop dan aksesories handphone seperti power bank, case handphone, garskin.

  • wildan

    Wah,, emang situs di atas keren2. Dan gk takut lagi untuk tipu2. Hehehe. http://cloverjelly.com

  • http://grosirbajufashionkorea.wordpress.com Saffanah

    Ada info tentang online shop individu rangking teratas alexa (mungkin 100 situs)?
    http://galerisaffanah.com ! Pusat Grosir Baju Wanita, Maxidress, Baju Korea, Jilbab termurah yang berdomisili di Surabaya

  • http://dtfoam.com/ marcos lumier

    you should check http://dtfoam.com 😀

  • JA

    invite 542C9304 online shop murah^^

  • maback

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  • eko sutomo

    info ny mantap nih gan

  • bruce tarigan

    I can see there a lot of loyal kaskuser, even in this comment section…well done Darwis :)


  • http://www.rumahdewi.com rumah dewi

    Situs layanan Listing Properti terbaru di Indonesia


  • Susanto

    Bagaimana memastikan bahwa penggunaan online bussiness secure Ya

  • Seifed-Din Abdoun

    Marketplace is an EASY TO USE platform, NOW, you can BUY & SELL
    NEW/USED books, musical instruments, music & films, computers, software,
    video games, electronics, fashion, furniture,
    toys, baby products, health & beauty, sports & outdoors, &

    We make money when you make money:
    – No listing fees
    – No monthly store fees
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    – Your items/products will stay on Hamalaia marketplace website until sold!


    Open Your
    E-Commerce Store TODAY!

  • Sandeep Mishra

    Well the online option is best way where we feel comfort to purchasing
    any product with full analyze the details of related items. Now the many
    shopping sites owner are fully pay attention to all the requirements of
    their online users so the all users satisfied to choosing the cloths
    which are branded and unique in style

  • Pricekhan Linuxbean

    Shopping online has become
    a part of our lives but some still worry that their credit card details will be
    given to the wrong person. Online shopping is certainly here to stay and online
    security continues to advance. There are arguments that shopping online can be
    safer than shopping over the phone or even in person, as you never hand your
    card details over to another person.

    online shoping site…. http://www.pricekhan.com

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