Biggest e-commerce websites in Indonesia in 2024, by monthly traffic

In February 2024, the Indonesian e-commerce Shopee ranked first among the most clicked e-commerce sites in Indonesia, with around 228 million clicks. This was followed by Tokopedia and Lazada ID. 

The rise of e-commerce in Indonesia

E-commerce has been on the rise in Indonesia for a while now and is not expected to stop anytime soon. The archipelago stretches from the western end on Sumatra to the easternmost point in New Guinea over 17 thousand islands and well over five thousand kilometers. As a result, it is difficult for ordinary businesses to reach customers in remote areas. In addition to the on-going traffic issues in key cities like Java, online shopping solutions are a great way to succeed. 

Challenges for e-commerce players

However, this does not mean that every e-commerce company is successful. It is rather important to adapt the service to the local market. For example, Bukalapak noticed that not everybody in Indonesia is online yet and therefore established close partnerships with small shops across the country. These little shops can be approached by inhabitants without an internet connection. For the people it is a possibility to have access to a variety of products and Bukalapak can generate money with clients who don’t even have internet access.