GMV of social commerce Indonesia 2023-2028

In 2023, the gross merchandise value (GMV) of social commerce in Indonesia was estimated at approximately 8.2 billion U.S. dollars. The value was forecast to increase almost threefold, reaching 22.1 billion U.S. dollars by 2028.

The social commerce landscape in Indonesia

  Social commerce has been on the rise in Indonesia in recent years. The growing number of social media users and brands using influencer marketing as part of their business model has been one of the key factors accelerating growth. According to a recent survey, around 86 percent of Indonesian shoppers have tried using social media for shopping. These shoppers have been using TikTok as their primary social commerce channel, while other popular social media platforms, such as Instagram and Facebook, came in second and third.

Consumer behaviour

  Shoppers in Indonesia have responded quite positively to the development of social commerce. Among Indonesian shoppers who use or have tried social commerce, ongoing sales or promotions and convenience are some of the most important reasons why they shop on social media. However, some Indonesian shoppers still do not choose to use this shopping method. Feeling more comfortable shopping on the brand's official website or in physical stores is one of the main factors that keeps shoppers from using social commerce.