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Top 7 E-commerce Platforms In Indonesia

May 03, 2024
Written and researched by experts at AvadaLearn more about our methodology

By Sam Nguyen

CEO Avada Commerce

This guide spotlights Indonesia’s top 7 e-commerce platforms, unpacking their strengths, weaknesses, and real-world triumphs to help you choose the perfect fit for your online shopping or selling journey.


In Indonesian e-commerce, Shopify stands out as a beacon of ease and efficiency. Whether you’re just starting your online journey or a seasoned pro, Shopify makes things smooth as butter. 


Here’s why I’m a total fan:

What makes Shopify highlight

  • Intuitive and Fast Checkout

Forget clunky checkout pages that send customers fleeing. Shopify’s streamlined process is as smooth as silk, perfect for Indonesia’s fast-paced online shoppers who value quick, hassle-free transactions. Trust me, your customers will thank you for it.

Intuitive and Fast Checkout
  • Robust Inventory Management

No more stock-level mysteries! Shopify’s inventory management system is a lifesaver, letting you track and sync your product numbers like a pro. This is a massive deal in Indonesia, where businesses juggle various products. With Shopify, you can say goodbye to stock headaches and hello to peace of mind.

Robust Inventory Management
  • Global Reach with Local Integration

Dreaming of expanding beyond Indonesia’s borders? Shopify has your back. It seamlessly integrates international shipping and lets you manage multiple storefronts, all from one place. This is perfect for Indonesian businesses catching the global wave and wanting to reach new customers worldwide.

Global Reach with Local Integration
  • Mobile Optimization

Let’s face it: Indonesia runs on mobile. That’s why Shopify’s mobile-optimized design is such a winner. Your online store will look and work flawlessly on any device, whether a fancy phone or a trusty old laptop. No more losing customers because your site isn’t smartphone-friendly – Shopify’s got you covered.

Mobile Optimization

Pros & Cons

While Shopify boasts some clear advantages, it’s not without its drawbacks to consider:


  • SME & Enterprise Friendly
  • Affordable Startup Costs
  • Wide Customer Reach
  • Marketing Tools Galore
  • Strong Support Network


  • App Dev Learning Curve

Personal Review

I’ve tried a few, and Shopify shines bright. Its user-friendly interface and all-in-one features are perfect for small and medium businesses getting their online feet wet. Shopify handles everything from managing inventory to nailing seamless payments, which is crucial in Indonesia’s diverse digital market.

Sure, there are some costs like hosting and domain fees, but the ease and efficiency make it a wise investment for anyone wanting to thrive in Indonesian e-commerce. 

My verdict: Shopify is a rock-solid platform, ideal for newbies and seasoned sellers, a true champion in the Indonesia e-commerce game.

Shopify - the verdict

Successful Case Studies

Now, let’s focus on two specific examples: Buttonscarves in the apparel sector and Outerbloom in the gifts and special events market, both thriving on the Shopify platform:



Buttonscarves, a fashion force born in 2019, has quickly stitched its name into the Indonesian apparel scene. 

With a team of 200-300 based in South Jakarta, they’ve used Shopify to weave a thriving online presence. They specialize in apparel that hits the mark with their target audience, and their sales numbers sing a sweet tune – an estimated 300K to 500K each month! Their embrace of Shopify’s “refresh” theme shows they’re serious about creating a smooth and stylish shopping experience for every click.


  • Link store: Outerbloom
  • Industry: Gifts & Special Events

Outerbloom, a gift-giving gem that bloomed in Jakarta in 2016, has blossomed into a star player in the Indonesian e-commerce scene, all thanks to Shopify. 

Their custom “outerbloom (citybylocation)” theme perfectly captures their unique spirit, showcasing special occasion goodies that make hearts beat. With impressive sales between 301K and 500K each month, this Shopify success story proves they’ve mastered the art of online gifting, proving that birthdays, holidays, and anything in between are in good hands with Outerbloom.


Regarding Indonesian online shopping, Tokopedia‘s a name I can’t skip. It’s like a magical marketplace where you find everything under the sun, from daily groceries to hidden gem discoveries. Seriously, it’s a one-stop shop for all my needs.


And here’s what makes it stand out:

What makes Tokopedia highlight

  • Wide Product Range

Forget endless scrolling through different sites. Tokopedia’s got it all – your weekly groceries, that quirky phone case you’ve been eyeing, even a hand-woven rug from Bali. It’s like a treasure hunt for everything imaginable, making it a mainstay in Indonesia’s e-commerce.

Wide Product Range
  • Seamless Mobile App Experience

Tokopedia’s mobile app? Pure genius. It’s so user-friendly, and navigating and buying feels effortless. No more clunky interfaces or frustrating checkout pages. This is crucial in Indonesia, where everyone’s glued to their phones, and Tokopedia gets it.

Seamless Mobile App Experience
  • Community Reach

Tokopedia isn’t just for city slickers. It reaches even the far-flung corners of Indonesia, making digital products accessible to everyone. This commitment to inclusivity and accessibility is something I genuinely admire.

  • Customer Loyalty and Service

Tokopedia’s customer service is top-notch. Quick responses, helpful features, and a real focus on making sure I, as a shopper, feel valued. That’s what makes me trust Tokopedia with all my online shopping needs.

Customer Loyalty and Service

Pros & Cons

However, it’s essential to consider both the strengths and weaknesses of Tokopedia before diving in:


  • Diverse Product Selection
  • Strong Consumer Base
  • Advanced E-Commerce Features


  • Varying Seller Quality
  • Competition with Global Players
  • Dependence on Digital Infrastructure

Personal Review

Tokopedia’s got me hooked with its endless aisles of everything imaginable. From groceries to hidden gems, it’s my one-stop shop for Indonesia. But, like any bustling marketplace, finding the right seller requires some detective work. 

Despite the global giants nipping at its heels, Tokopedia keeps innovating, making shopping a breeze with its tech-savvy features. 

Tokopedia's Personal Review

Successful Case Studies

Now, let’s zoom in on two Tokopedia success stories that exemplify different paths to e-commerce glory: QCY, the tech giant taking Indonesia by storm, and Lacor, the heritage cookware brand finding a new audience online:


  • Link store: QCY
  • Industry: Electronics

QCY, the audio wizards behind those sleek Bluetooth earbuds you see everywhere, aren’t just a pretty face. They’ve been rocking the electronics game for a while, scoring big sales at home and abroad. 

Their quality and popularity landed them a fancy “Dongguan Excellent Products Popular Enterprise” medal (high fives!). And it’s not just awards they’re collecting – their Bluetooth products are flying off the virtual shelves, especially in Indonesia. This e-commerce success story shows QCY knows how to play the online game, offering quality gear that keeps customers hitting that “buy” button.


  • Link store: Lacor
  • Industry: Home & Living

Lacor, established in a Basque workshop in 1949, is renowned for its high-quality cookware. Founded by Marcos Larrañaga, the brand embodies a tradition of excellence.

Over 70 years, Lacor has gained popularity among top chefs, used in everything from small cafes to prestigious Michelin-starred restaurants. Importantly, Lacor offers direct sales, bypassing intermediaries. This approach allows American home chefs to access professional-grade cookware easily.


Okay, hold onto your rupiah because Blibli‘s about to blow your Indonesian e-commerce mind. It’s not just another online store; it’s a seamless blend of convenience and quality that caters to our modern, on-the-go lives.


Here’s what makes Blibli stand out:

What makes Blibli highlight

  • Omnichannel Experience

Forget switching between apps or stores! Blibli lets me shop seamlessly online and offline. Need something now? Click & Collect has me covered. Want to pay with your phone? BliPay is here. And if I need a little extra spending power, Blibli Paylater has my back. This integrated experience is a game-changer for busy Indonesian shoppers like me.

Omnichannel Experience
  • Strong Social Media Presence

Blibli’s got the social media game on lock. They’re the local king of Facebook and Twitter, engaging customers and building their brand like nobody’s watching. This means you’re always in the loop with the latest deals and trends.

  • Optimistic Business Outlook

Blibli’s not just playing the present; they’re strategizing for the future. Their 2023 plan is packed with potential, and their positive outlook shows they’re ready to tackle whatever the e-commerce world throws their way. That’s the kind of confidence I can get behind!

  • Implementation of Platform Fee

Okay, so Blibli introduced a platform fee this year. But hey, even stars need to shine brighter, and this move shows they’re serious about sustainable growth and keeping their service top-notch. It’s a small price for a platform constantly innovating and putting the customer first.

Implementation of Platform Fee

Pros & Cons

While Blibli shines with its unique blend of modern features and customer-centric values, it’s essential to consider the good and the less-loved aspects before diving in:


  • Strong Company Culture
  • High Customer Satisfaction.
  • Omnichannel Platform
  • Unified Loyalty Program


  • Implementation of Platform Fee

Personal Review

Blibli’s become my go-to buddy for online shopping in Indonesia. They’ve got this treasure trove of stuff, from everyday essentials to fancy gadgets, all at prices that make other platforms blush. And it’s not just cheap thrills – Blibli’s known for its quality and authenticity so I can shop with peace of mind. 

Plus, their customer service is top-notch, always friendly and helpful. They even get creative with how they connect with customers, which makes the whole shopping experience feel more personal.

Blibli's personal review

Successful Case Studies

Now, let’s turn our attention to two specific examples of successful stores on Blibli, showcasing the platform’s versatility in catering to diverse businesses and consumer needs:


  • Link store: Skintific
  • Industry: Health & Beauty

Skintific’s Blibli store is a skincare haven in Indonesia, thriving on fresh faces and even fresher products. They’re constantly adding the latest goodies, all guaranteed 100% legit. Best-sellers like sets and serums fly off the shelves thanks to competitive prices and tempting deals.



Indogameshop’s Blibli store is a gamer’s paradise, nailing the console game in Indonesia. They’ve moved 61 PS4 Slims and 107 God of War PS5 bundles, proving their knack for satisfying gaming cravings. With the latest tech and hot deals, Indogameshop is a significant player on Blibli, fueling Indonesia’s gaming passion one console at a time.


Lazada‘s been around the e-commerce block in Indonesia for a while now, and let me tell you, they’ve got it figured out.


Here’s what makes them tick for me:

What makes Lazada highlight

  • Enhanced User Accessibility

Even if you’re a total e-commerce newbie, Lazada’s got your back. Their interface is smooth as butter, easy to navigate, and makes buying stuff a breeze. This is seriously important in Indonesia, where many people enjoy shopping online. Trust me, Lazada makes it painless and even kinda fun.

  • Vast Market Reach

Lazada’s like a never-ending aisle of everything imaginable. With millions of visitors every month, they’re a true shopping giant. You name it, they’ve got it – from groceries and gadgets to trendy fashion and unique finds. It’s like having a personal shopper who never sleeps and can teleport anything you desire.

Vast Market Reach
  • Strategic E-commerce Leadership

Lazada doesn’t just sit back and admire its big numbers. They’re constantly pushing the boundaries, expanding their product range, streamlining their supply chain, and putting the customer at the heart of everything they do. This kind of forward-thinking leadership makes them a leader in the Southeast Asian e-commerce scene.

  • High User Favourability and Trust

When it comes to online shopping, trust is golden. And Lazada’s got it in spades. Their reliable service, diverse offerings, and responsive customer support make them a favorite among countless Southeast Asian users, including me! It’s a platform you can always count on for a positive shopping experience.

High User Favourability and Trust

Pros & Cons

But is Lazada all sunshine and rainbows? Let’s peel back the layers and examine the strengths and weaknesses to decide if they fit your needs:


  • Wide Product Range
  • User-Friendly Interface
  • Competitive Pricing
  • Secure Payment Options
  • Active Customer Support


  • Inconsistent Product Quality
  • Delivery Delays
  • Technical Glitches

Personal Review

Lazada’s been my go-to online shopping buddy in Indonesia for a while now. Why? They’ve got it all – a treasure trove of everything from groceries to gadgets under one roof. Finding what I need is a breeze thanks to their user-friendly interface and the prices. Often steal the show compared to other platforms. 

Plus, I know my money’s safe with their secure payment options, and their customer support is always there to lend a hand if things get tricky.

Lazada review

Successful Case Studies

To further illustrate the diverse success stories on Lazada, let’s delve into two specific examples: BLESS COSMETICS in the beauty sector and Mipacko Microfiber in the home goods category:



BLESS COSMETICS is making waves on Lazada, Indonesia’s beauty hub. Their official store boasts a dazzling array of makeup and skincare, all backed by a stellar seller rating. Even without exact sales figures, their ongoing promos and ever-expanding product range tell a clear story: BLESS is winning hearts and carting away orders, one glowing face at a time.

Mipacko Microfiber

Mipacko Microfiber

Mipacko Microfiber’s got Lazada Indonesia buzzing with their super-absorbent towels. They’ve racked up impressive sales, with 171 towels snatched up in Semarang and 128 flying off the shelves in West Jakarta. Their microfiber magic is winning over customers across Indonesia, thanks to Lazada’s reach and Mipacko’s knack for crafting towel perfection.

What makes Bukalapak highlight

  • Inclusive Business Model

Bukalapak champions the little guys, the neighborhood warungs, and small businesses by giving them a digital storefront. This isn’t just about e-commerce; it’s about building communities and fostering economic growth from the ground up. I love that they’re using their platform to make a real difference in people’s lives.

  • Diverse Product Offerings

Forget hopping from site to site – Bukalapak offers a mind-boggling variety, from everyday essentials to financial services. It’s like having a whole marketplace at your fingertips, perfectly tailored to the ever-changing needs of Indonesian consumers.

Diverse Product Offerings
  • Strategic Market Expansion

Bukalapak isn’t afraid to dream big. Their BukaGlobal initiative is helping Indonesian merchants step onto the world stage, selling their products to a whole new audience. This strategic move expands their reach and influence, making them a true e-commerce powerhouse.

Pros & Cons

While it shines in many areas, no platform is perfect, and Bukalapak faces its own challenges.


  • Inclusive Business Model
  • Wide Product Spectrum
  • Global Market Access
  • Strong Local Market Presence
  • Innovative Financial Services


  • Competitive Market Challenges
  • Limitations in Global Expansion
  • Cybersecurity Concerns

Personal Review

As a seasoned online shopper, I’m particularly drawn to its inclusive approach. Bukalapak doesn’t just focus on big brands; it champions local warungs and small businesses, giving them a platform to thrive. This grassroots focus isn’t just heartwarming; it’s also innovative business, making Bukalapak stand out in a crowded market.

Plus, the sheer variety of stuff you can find here is fantastic – from groceries to gadgets, it’s a one-stop shop for all your needs.

Personal Review - Bukalapak

Successful Case Studies

Ready to see real-world examples of how brands are crushing it on Bukalapak? We’re about to dive into the success stories of two very different yet equally impressive stores:

Sido Muncul Natural

Sido Muncul Natural

Sido Muncul Natural, a popular brand in Bukalapak, might be your herbal tea. They specialize in things like Herba Mix5 and Vitamin D3 capsules and focus on health and quality shows – they boast a customer satisfaction rate of 90-95%! 

Plus, they’re smart about e-commerce, offering regular discounts on Bukalapak, like 20% off Herba Mix5, and sweet deals on other goodies like Vitamin D3 and Sambiloto capsules.

IM3 Official Store

IM3 Official Store

The IM3 Official Store in Bukalapak has become a go-to destination for mobile and internet in Indonesia. They’re not just another brand on the platform; their impressive sales speak volumes about their grip on the market. Data packages, SIM cards, and other mobile goodies keep the tech-savvy crowd returning for more, proving IM3 knows exactly what Indonesian consumers crave in this digital age.


Bhinneka isn’t just another Indonesian e-commerce platform – it’s practically an institution. They’ve been around since 1993, way before online shopping was even a thing, and that experience shows.


Here’s what gives Bhinneka its edge:

What makes Bhinneka highlight

  • Established Market Veteran

Back in 1993, when e-commerce was still a twinkle in Jeff Bezos’s eye, Bhinneka was already slinging gadgets and computers. This experience translates to trust and reliability –  you know they won’t disappear with your hard-earned rupiah.

  • B2B E-commerce Pioneer

Bhinneka is more than just a place to snag the newest smartphone. They’re Indonesia’s B2B e-commerce champ, helping businesses, especially SMEs, navigate the corporate procurement jungle. Their e-procurement platform is seriously slick, streamlining the whole process and making life easier for everyone involved.

B2B E-commerce Pioneer
  • Expansive Product Catalog

Gone are the days of Bhinneka being just about gadgets. They’ve spread their wings like a tech peacock, offering a dizzying array of stuff. From home appliances to fashion, it’s like a mall crammed into your screen. 

  • Venturing Beyond E-commerce

Bhinneka Travel is their latest venture, showing they’re not just about selling things; they’re about experiences, too. This adaptability makes them such a force in the Indonesian market –  they keep finding new ways to stay ahead of the curve.

Venturing Beyond E-commerce

Pros & Cons

Time to peel back the layers and examine Bhinneka’s strengths and weaknesses:


  • Established Market Veteran
  • Diverse B2B Focus
  • Wide Product Selection


  • Intense Market Competition
  • Challenges in Consumer Market Penetration

Personal Review

As someone who practically lives on Indonesia’s e-commerce scene, Bhinneka is a familiar face. They’re like that reliable uncle who always has the gadget you need but is the go-to supplier for your office’s new printer. Their B2B game is strong, with specialized services and products that businesses love. 

Personal Review Bhinneka Travel

Successful Case Studies

Here are two examples of successful case studies: 


  • Link store: APC
  • Industry: Power protection and management solutions

APC, a leader in power protection, has teamed up with Bhinneka, the go-to platform for IT and business needs. From uninterruptible power supplies to surge protectors, APC’s offerings on Bhinneka ensure your critical equipment stays up and running, no matter what the electrical grid throws your way. It’s a match made in digital heaven, solidifying both brands as key players in Indonesia’s e-commerce.


  • Link store: ASUS
  • Industry: Technology and electronics 

Tech giant ASUS is a significant player in Bhinneka, Indonesia’s leading B2B e-commerce platform. From laptops to motherboards, they offer a wide range of gear for tech enthusiasts, professionals, and businesses. Their strong sales on Bhinneka showcase both ASUS’s popularity and Bhinneka’s dominance in the Indonesian electronics and IT market.


Orami isn’t just another online store for baby clothes and diapers –  it’s a parenting lifeline for mamas and papas in Indonesia. They used to be all about shopping, but now they’ve become this excellent all-in-one app called “Orami Parenting,” a virtual village for parents.


Here’s what makes it so unique:

What makes Orami highlight

  • Orami Parenting App

Orami’s parenting app is like a magic genie for frazzled moms and dads. You can shop for everything from diapers to educational toys, but it’s so much more than that. There are articles on every parenting topic under the sun, expert advice from pediatricians and psychologists, and even a built-in community forum where you can connect with other parents going through the same stuff. 

Orami Parenting App
  • Community Engagement

Orami isn’t just about selling things; they’re about building a community. Their forums are buzzing with discussions, tips, and hilarious anecdotes. You can ask questions about anything from sleep training to picky eaters, and there’s always someone there to offer a helping hand (or a virtual hug). It’s like chatting with your best parent friends, even miles apart.

Community Engagement
  • Geographical Expansion

Orami isn’t just for big-city folks. They’re expanding their reach across Indonesia, opening new warehouses, and refining their delivery services to ensure everyone can access their awesome parenting resources. No more feeling like you’re stuck in the middle of nowhere with a teething toddler and no clue what to do!

  • Product Diversity

You won’t find just onesies and strollers here. Orami’s got everything from toys to furniture, all from trusted brands. Plus, they have over 30,000 items, so you’re guaranteed to find whatever your little one (or you!) needs.

Product Diversity

Pros & Cons

Here’s a breakdown of Orami’s pros and cons:


  • Strong brand
  • Excellent customer service
  • User-friendly interface
  • Reliability


  • Limited e-commerce features
  • Few payment options
  • Poor shipping & returns policies
  • Weak discounts

Personal Review

Orami, an Indonesian e-commerce platform, has carved a niche with its strong brand presence and top-notch customer service. Navigating the platform is a breeze thanks to its user-friendly interface, making shopping a hassle-free experience. 

However, unlike other players, Orami’s limited e-commerce features and payment options can feel slightly restrictive. Budget-conscious shoppers like myself might also find the lack of comprehensive shipping and return policies, as well as limited coupons and discounts, to be a downside. 

Orami -Personal review

Successful Case Studies

Let’s peek into two Orami brands, Abbott and APL Health & Beauty, and see how they’ve carved out distinct spaces and garnered loyal followings within the platform:

Abbott Official Store

Abbott Official Store

The Abbott Official Store on Orami, Indonesia’s e-commerce platform, is like a trusted health buddy right at your fingertips. With a sky-high customer rating of 5 out of 5, it’s safe to say folks love what they find here. This glowing feedback speaks volumes about their success in the competitive healthcare and nutrition market on Orami.

APL Health & Beauty

APL Health & Beauty

While Orami’s aisles might overflow with all things kiddo, APL carves out a space for pampering mamas (and dads!). Their shelves boast skincare and beauty goodies like Physiogel’s soothing creams and Daily Moisture Care Lotions – a welcome reminder that self-care is essential, even amidst the whirlwind of parenthood. 

Wrapping Up

From local heroes like Tokopedia and Bukalapak to global giants like Shopify, Indonesia’s e-commerce platforms offer a vibrant bazaar for every need. 

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.