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Indonesia Social Commerce Market Intelligence and Future Growth Dynamics Databook - 50+ KPIs on Social Commerce Trends by End-Use Sectors, Operational KPIs, Retail Product Dynamics, and Consumer Demographics - Q1 2022 Update

  • ID: 5578573
  • Report
  • April 2022
  • Region: Indonesia
  • 54 Pages
  • PayNXT360
According to Q1 2022 Social Commerce Survey, social commerce industry in Indonesia is expected to grow by 29.8% on annual basis to reach US$6279.7 million in 2022.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 24.3% during 2022-2028. The social commerce GMV in the country will increase from US$6279.7 million in 2022 to reach US$22132.5 million by 2028.

While the social commerce industry picked up globally over the last four to eight quarters, the concept is not new in Indonesia. Local fashion brand Sophie Paris and Swedish cosmetics brand Oriflame, both of which encourage group purchases, have been quite popular in the early 2010s. Their agents, comprised mainly of women, were part of the different groups on WhatsApp, where they would sell products for additional income.

When the social media platforms started to gain increasing traction among consumers, these agents shifted to platforms such as Facebook to sell products to an even wider audience, thereby generating increased sales. Notably, the largest internet forum in Indonesia, Kaskus, has a section, especially for commercial activities. The platform recorded US$40.6 million in total transactions in 2012. Moreover, several merchants and local shops have created Facebook pages for selling their merchandise in the country over the years.

The new-age social commerce startups in Indonesia are looking to leverage this existing foundation to penetrate and gain market share in the growing social commerce industry. Notably, most of the social commerce startups in the country have adopted a reseller model, wherein the platform acquires agents, who in turn sell their products on various social networks. While startups in the social commerce space are supporting the growth of the industry, big technology giants, including social media platforms, are also boosting their investment in the space to gain a larger piece of the growing market.

According to Q4 Global Social Commerce Market Survey, more than 30 million Indonesians made online transactions, wherein 60% of the sales were generated through e-commerce platforms. The remaining 40% occurred through social media networks in Indonesia in 2021. Consequently, it is expected that the social commerce market to record strong growth in the next four to six quarters.

Social commerce startups are looking to make products more affordable for consumers in Tier II and Tier III cities


In Indonesia, retail has two major challenges - small transaction volume per household and high prices. Due to high supply chain costs and poor connectivity of roads, daily products are much more expensive in Tier II and Tier III cities than compared in Tier I cities. This is the problem that many social commerce startups in Indonesia are looking to solve. Notably, social commerce startups are looking at community buying as the answer to expensive products in rural areas. For instance,
  • Super, one of the social commerce startups in Indonesia, has adopted a community buying model to offer consumers affordable products in the country. The firm makes use of community leaders and agents to generate more transactions in their communities, thereby providing consumers with products at attractive prices.
  • The business model adopted by Super has helped the firm in lowering product prices by an average of 10% to 20% in Indonesia. Even after resellers earn a margin for themselves, they are still able to offer consumers competitive prices in Tier II and Tier III cities in the country.

Social commerce startups are raising funding rounds to further scale operations in Indonesia


With the social commerce industry growing at a rapid rate, startups are raising big funding rounds to support their growth and to further scale operations across countries. For instance,
  • In February 2022, Grupin, an Indonesia-based social commerce platform, announced that the firm had raised US$3 million in a funding round which was led by Sequoia Capital. Notably, the firm also provides a community-based shopping experience and bulk shopping discounts for its consumers in Indonesia. Since its launch in August 2021, the firm has sold hundreds of shop-keeping units, including fresh produce, packaged foods, kitchen utensils, baby products, and electronics. During the same period, the firm has experienced user growth of 400 times.
  • Kitabeli, another social commerce startup in Indonesia, announced that the firm had raised investment in an extended Series A round in September 2021. The extended investment comes after the firm raised US$10 million in its Series A round, which was led by Go Ventures. Notably, the firm is planning to use the investment to further scale its operations in Indonesia. Founded in 2020, the firm provides consumers with a platform to purchase daily items, including cosmetics, fresh fruits, and home and technology products, among others.

Scope


This report provides in-depth, data-centric analysis of social commerce in Indonesia. Below is a summary of key market segments:

Indonesia Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2019-2028


Indonesia Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2019-2028


Indonesia Social Commerce Industry Market Size and Forecast by Retail Product Categories, 2019-2028

  • Clothing & Footwear
  • Beauty and Personal Care
  • Food & Grocery
  • Appliances and Electronics
  • Home Improvement
  • Others

Indonesia Social Commerce Industry Market Size and Forecast by End Use Segment, 2019-2028

  • B2B
  • B2C
  • C2C

Indonesia Social Commerce Industry Market Size and Forecast by End Use Device, 2019-2028

  • Mobile
  • Desktop

Indonesia Social Commerce Industry Market Size and Forecast by Location, 2019-2028

  • Domestic
  • Cross Border

Indonesia Social Commerce Industry Market Size and Forecast by Location, 2019-2028

  • Tier-1 Cities
  • Tier-2 Cities
  • Tier-3 Cities

Indonesia Social Commerce Industry Market Size and Forecast by Payment Method, 2019-2028

  • Credit Card
  • Debit Card
  • Bank Transfer
  • Prepaid Card
  • Digital & Mobile Wallet
  • Other Digital Payment
  • Cash

Indonesia Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour,2021

  • By Age
  • By Income Level
  • By Gender

Reasons to buy

  • In-depth Understanding of Social Commerce Market Dynamics: Understand market opportunities and key trends along with forecast (2019-2028).
  • Insights into Opportunity by end-use sectors - Get market dynamics by end-use sectors to assess emerging opportunity across various end-use sectors.
  • Develop Market Specific Strategies: Identify growth segments and target specific opportunities to formulate social commerce strategy; assess market specific key trends, drivers, and risks in the industry.
Note: Product cover images may vary from those shown

1 About this Report
1.1 Summary
1.2 Methodology
1.3 Social Commerce Definitions
1.4 Disclaimer
2 Indonesia Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1 Indonesia Ecommerce - Gross Merchandise Value Trend Analysis, 2019-2028
2.2 Indonesia Ecommerce - Average Value Per Transaction Trend Analysis, 2019-2028
2.3 Indonesia Ecommerce - Transaction Volume Trend Analysis, 2019-2028
3 Indonesia Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1 Indonesia Social Commerce - Gross Merchandise Value Trend Analysis, 2019-2028
3.2 Indonesia Social Commerce - Average Value Per Transaction Trend Analysis, 2019-2028
3.3 Indonesia Social Commerce - Transaction Volume Trend Analysis, 2019-2028
4 Indonesia Social Commerce Key Market Insight and Innovation
4.1 Indonesia Social Commerce Key Trends and Drivers
4.2 Indonesia Social Commerce Competitive Landscape and Growth Strategies
4.3 Indonesia Social Commerce Market Share Analysis by Key Players
5 Indonesia Social Commerce Industry Market Size and Forecast by Retail Product Categories
5.1 Indonesia Social Commerce Market Share by Retail Product Categories (%), 2021 Vs. 2028
5.2 Indonesia Social Commerce Clothing & Footwear - Gross Merchandise Value Trend Analysis, 2019-2028
5.3 Indonesia Social Commerce Beauty and Personal Care - Gross Merchandise Value Trend Analysis, 2019-2028
5.4 Indonesia Social Commerce Food & Grocery - Gross Merchandise Value Trend Analysis, 2019-2028
5.5 Indonesia Social Commerce Appliances and Electronics - Gross Merchandise Value Trend Analysis, 2019-2028
5.6 Indonesia Social Commerce Home Improvement - Gross Merchandise Value Trend Analysis, 2019-2028
5.7 Indonesia Social Commerce Other - Gross Merchandise Value Trend Analysis, 2019-2028
6 Indonesia Social Commerce Industry Market Size and Forecast by End Use Segment
6.1 Indonesia Social Commerce Market Share by End Use Segment (%), 2021 Vs. 2028
6.2 Indonesia Social Commerce B2B Segment - Gross Merchandise Value Trend Analysis, 2019-2028
6.3 Indonesia Social Commerce B2C Segment - Gross Merchandise Value Trend Analysis, 2019-2028
6.4 Indonesia Social Commerce C2C Segment - Gross Merchandise Value Trend Analysis, 2019-2028
7 Indonesia Social Commerce Industry Market Size and Forecast by End Use Device
7.1 Indonesia Social Commerce Market Share by End Use Device (%), 2021 Vs. 2028
7.2 Indonesia Social Commerce by Mobile - Gross Merchandise Value Trend Analysis, 2019-2028
7.3 Indonesia Social Commerce by Desktop - Gross Merchandise Value Trend Analysis, 2019-2028
8 Indonesia Social Commerce Industry Market Size and Forecast by Location
8.1 Indonesia Social Commerce Market Share by Location (%), 2021 Vs. 2028
8.2 Indonesia Social Commerce by Cross Border - Gross Merchandise Value Trend Analysis, 2019-2028
8.3 Indonesia Social Commerce by Domestic - Gross Merchandise Value Trend Analysis, 2019-2028
9 Indonesia Social Commerce Industry Market Size and Forecast by Location
9.1 Indonesia Social Commerce Market Share by Location (%), 2021 Vs. 2028
9.2 Indonesia Social Commerce by Tier-1 Cities - Gross Merchandise Value Trend Analysis, 2019-2028
9.3 Indonesia Social Commerce by Tier-2 Cities - Gross Merchandise Value Trend Analysis, 2019-2028
9.4 Indonesia Social Commerce by Tier-3 Cities - Gross Merchandise Value Trend Analysis, 2019-2028
10 Indonesia Social Commerce Industry Market Size and Forecast by Payment Method
10.1 Indonesia Social Commerce Market Share by Payment Method (%), 2021 Vs. 2028
10.2 Indonesia Social Commerce Payment by Credit Card - Gross Merchandise Value Trend Analysis, 2019-2028
10.3 Indonesia Social Commerce Payment by Debit Card - Gross Merchandise Value Trend Analysis, 2019-2028
10.4 Indonesia Social Commerce Payment by Bank Transfer - Gross Merchandise Value Trend Analysis, 2019-2028
10.5 Indonesia Social Commerce Payment by Prepaid Card - Gross Merchandise Value Trend Analysis, 2019-2028
10.6 Indonesia Social Commerce Payment by Digital & Mobile Wallet - Gross Merchandise Value Trend Analysis, 2019-2028
10.7 Indonesia Social Commerce Payment by Other Digital Payment - Gross Merchandise Value Trend Analysis, 2019-2028
10.8 Indonesia Social Commerce Payment by Cash - Gross Merchandise Value Trend Analysis, 2019-2028
11 Indonesia Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behavior
11.1 Indonesia Social Commerce Spend Share by Age Group, 2021
11.2 Indonesia Social Commerce Share by Income Level, 2021
11.3 Indonesia Social Commerce Share by Gender, 2021
12 Further Reading
12.1 About the Publisher

List of Figures

Figure 1: Methodology Framework
Figure 2: Indonesia Ecommerce - Gross Merchandise Value (US$ Million), 2019-2028
Figure 3: Indonesia Ecommerce - Average Value Per Transaction Trend Analysis (US$), 2019-2028
Figure 4: Indonesia Ecommerce - Transaction Volume (Million), 2019-2028
Figure 5: Indonesia Social Commerce - Gross Merchandise Value (US$ Million), 2019-2028
Figure 6: Indonesia Social Commerce - Average Value Per Transaction Trend Analysis (US$), 2019-2028
Figure 7: Indonesia Social Commerce - Transaction Volume (Million), 2019-2028
Figure 8: Indonesia Social Commerce - Market Share Analysis by Key Players (%), 2021
Figure 9: Indonesia Social Commerce Market Share by Retail Product Categories (%), 2021 Vs. 2028
Figure 10: Indonesia Social Commerce Clothing & Footwear - Gross Merchandise Value (US$ Million), 2019-2028
Figure 11: Indonesia Social Commerce Beauty and Personal Care - Gross Merchandise Value (US$ Million), 2019-2028
Figure 12: Indonesia Social Commerce Food & Grocery - Gross Merchandise Value (US$ Million), 2019-2028
Figure 13: Indonesia Social Commerce Appliances and Electronics - Gross Merchandise Value (US$ Million), 2019-2028
Figure 14: Indonesia Social Commerce Home Improvement - Gross Merchandise Value (US$ Million), 2019-2028
Figure 15: Indonesia Social Commerce Other - Gross Merchandise Value (US$ Million), 2019-2028
Figure 16: Indonesia Social Commerce Market Share by End Use Segment (%), 2021 Vs. 2028
Figure 17: Indonesia Social Commerce B2B Segment - Gross Merchandise Value (US$ Million), 2019-2028
Figure 18: Indonesia Social Commerce B2C Segment - Gross Merchandise Value (US$ Million), 2019-2028
Figure 19: Indonesia Social Commerce C2C Segment - Gross Merchandise Value (US$ Million), 2019-2028
Figure 20: Indonesia Social Commerce Market Share by End Use Device (%), 2021 Vs. 2028
Figure 21: Indonesia Social Commerce by Mobile - Gross Merchandise Value (US$ Million), 2019-2028
Figure 22: Indonesia Social Commerce by Desktop - Gross Merchandise Value (US$ Million), 2019-2028
Figure 23: Indonesia Social Commerce Market Share by Location (%), 2021 Vs. 2028
Figure 24: Indonesia Social Commerce by Cross Border - Gross Merchandise Value (US$ Million), 2019-2028
Figure 25: Indonesia Social Commerce by Domestic - Gross Merchandise Value (US$ Million), 2019-2028
Figure 26: Indonesia Social Commerce Market Share by Location (%), 2021 Vs. 2028
Figure 27: Indonesia Social Commerce by Tier-1 Cities - Gross Merchandise Value (US$ Million), 2019-2028
Figure 28: Indonesia Social Commerce by Tier-2 Cities - Gross Merchandise Value (US$ Million), 2019-2028
Figure 29: Indonesia Social Commerce by Tier-3 Cities - Gross Merchandise Value (US$ Million), 2019-2028
Figure 30: Indonesia Social Commerce Market Share by Payment Method (%), 2021 Vs. 2028
Figure 31: Indonesia Social Commerce Payment by Credit Card - Gross Merchandise Value (US$ Million), 2019-2028
Figure 32: Indonesia Social Commerce Payment by Debit Card - Gross Merchandise Value (US$ Million), 2019-2028
Figure 33: Indonesia Social Commerce Payment by Bank Transfer - Gross Merchandise Value (US$ Million), 2019-2028
Figure 34: Indonesia Social Commerce Payment by Prepaid Card - Gross Merchandise Value (US$ Million), 2019-2028
Figure 35: Indonesia Social Commerce Payment by Digital & Mobile Wallet - Gross Merchandise Value (US$ Million), 2019-2028
Figure 36: Indonesia Social Commerce Payment by Other Digital Payment - Gross Merchandise Value (US$ Million), 2019-2028
Figure 37: Indonesia Social Commerce Payment by Cash - Gross Merchandise Value (US$ Million), 2019-2028
Figure 38: Indonesia Social Commerce Share by Age Group (%), 2021
Figure 39: Indonesia Social Commerce Share by Income Level (%), 2021
Figure 40: Indonesia Social Commerce Share by Gender (%), 2021

List of Tables

Table 1: Indonesia Ecommerce - Gross Merchandise Value (US$ Million), 2019-2028
Table 2: Indonesia Ecommerce - Average Value Per Transaction Trend Analysis (US$), 2019-2028
Table 3: Indonesia Ecommerce - Transaction Volume (Million), 2019-2028
Table 4: Indonesia Social Commerce - Gross Merchandise Value (US$ Million), 2019-2028
Table 5: Indonesia Social Commerce - Average Value Per Transaction Trend Analysis (US$), 2019-2028
Table 6: Indonesia Social Commerce - Transaction Volume (Million), 2019-2028
Table 7: Indonesia Social Commerce Clothing & Footwear - Gross Merchandise Value (US$ Million), 2019-2028
Table 8: Indonesia Social Commerce Beauty and Personal Care - Gross Merchandise Value (US$ Million), 2019-2028
Table 9: Indonesia Social Commerce Food & Grocery - Gross Merchandise Value (US$ Million), 2019-2028
Table 10: Indonesia Social Commerce Appliances and Electronics - Gross Merchandise Value (US$ Million), 2019-2028
Table 11: Indonesia Social Commerce Home Improvement - Gross Merchandise Value (US$ Million), 2019-2028
Table 12: Indonesia Social Commerce Other - Gross Merchandise Value (US$ Million), 2019-2028
Table 13: Indonesia Social Commerce B2B Segment - Gross Merchandise Value (US$ Million), 2019-2028
Table 14: Indonesia Social Commerce B2C Segment - Gross Merchandise Value (US$ Million), 2019-2028
Table 15: Indonesia Social Commerce C2C Segment - Gross Merchandise Value (US$ Million), 2019-2028
Table 16: Indonesia Social Commerce by Mobile - Gross Merchandise Value (US$ Million), 2019-2028
Table 17: Indonesia Social Commerce by Desktop - Gross Merchandise Value (US$ Million), 2019-2028
Table 18: Indonesia Social Commerce by Cross Border - Gross Merchandise Value (US$ Million), 2019-2028
Table 19: Indonesia Social Commerce by Domestic - Gross Merchandise Value (US$ Million), 2019-2028
Table 20: Indonesia Social Commerce by Tier-1 Cities - Gross Merchandise Value (US$ Million), 2019-2028
Table 21: Indonesia Social Commerce by Tier-2 Cities - Gross Merchandise Value (US$ Million), 2019-2028
Table 22: Indonesia Social Commerce by Tier-3 Cities - Gross Merchandise Value (US$ Million), 2019-2028
Table 23: Indonesia Social Commerce Payment by Credit Card - Gross Merchandise Value (US$ Million), 2019-2028
Table 24: Indonesia Social Commerce Payment by Debit Card - Gross Merchandise Value (US$ Million), 2019-2028
Table 25: Indonesia Social Commerce Payment by Bank Transfer - Gross Merchandise Value (US$ Million), 2019-2028
Table 26: Indonesia Social Commerce Payment by Prepaid Card - Gross Merchandise Value (US$ Million), 2019-2028
Table 27: Indonesia Social Commerce Payment by Digital & Mobile Wallet - Gross Merchandise Value (US$ Million), 2019-2028
Table 28: Indonesia Social Commerce Payment by Other Digital Payment - Gross Merchandise Value (US$ Million), 2019-2028
Table 29: Indonesia Social Commerce Payment by Cash - Gross Merchandise Value (US$ Million), 2019-2028
Note: Product cover images may vary from those shown

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