印尼的零售市场

在印尼，儘管商业环境充满挑战，包括消费者购买力减弱（尤其是中等收入群体的购买力减弱），但零售市场的经常性利润在 2024 年仍进一步增长。然而，食品零售商在 2024 年仍然能够实现成长，儘管速度低于上一年，而非食品零售商却没有实现成长，而是出现了下滑。这表明消费者越来越注重预算并注重必要的支出。

本报告检视了印尼的零售市场，并按通路提供分析，包括大卖场、超级市场、折扣店、便利商店、多功能零售商、保健和美容零售商、服饰和鞋类零售商、金属製品和日用品店、DIY 和五金店以及耐用品零售商，以及它们的业绩和麵临的挑战。

目录

目录及表格

执行摘要

操作环境

市场资料

免责声明

资讯来源

印尼便利商店

关键资料发现

2024 年的发展

• 虽然经销店成长速度较2023年有所下降，但今年仍将延续正成长。
• 持续折扣是便利商店销售上涨的关键因素
• Alfamart 扩大领先优势

前景与机会

• 便利商店谨慎乐观
• 门市扩张仍是便利商店的首要任务
• 产品折扣将在预测期内提高销售业绩

通道资料

印尼大卖场

关键资料发现

2024 年的发展

• 价值正成长，门市数量负成长
• 大卖场透过销售补贴产品和改造店铺理念扭转销售下滑趋势
• Grand Lucky 透过优质化产品成功吸引了消费者的注意

前景与机会

• 大卖场持续面临挑战
• 预计预测期内商店数量将持续下降。
• 正在进行各种促销活动，与便利商店和超级市场竞争。

通道资料

印尼超级市场

关键资料发现

2024 年的发展

• 增加郊区分店的价值
• 在住宅附近开设新店以及推出行动应用程式是超级印度业绩强劲的最大推动力。
• Supra Boga Lestari 利用人工智慧技术提高商店收益

前景与机会

• 预计进一步成长
• 预测期内，商店数量预计会呈正增长。
• 为了吸引消费者的注意力，参与企业可望提供新的店内体验和新鲜产品折扣。

通道资料

印尼当地的小杂货店

关键资料发现

2024 年的发展

• 价值正在成长，但低收入消费者往往喜欢品质较低的产品
• Warung Maduras 有很多优势
• 食品销售仍然是价值的最大贡献者

前景与机会

• 便利商店郊区扩张是重大课题
• 日常食品和饮料仍然是最受欢迎的商品，预计小包装尺寸将发挥重要作用
• 门市数量停滞不前，但远离便利商店的商店得以生存

通道资料

印尼杂货店

关键资料发现

2024 年的发展

• 百货商场面临的挑战
• 主要杂货店参与企业的概念创新
• 太阳百货稳坐头把交椅，名创优品扩大市场份额

前景与机会

• 提供创新店内体验的商店最有可能取得成功
• 杂货店扩大产品阵容以适应年轻人的生活方式
• 透过提供零售电子商务无法提供的东西来填补空白

通道资料

印尼服装和鞋类专家

关键资料发现

2024 年的发展

• 独立参与企业的绩效类奖项减少
• 优衣库重回强势 但 Bata 的日子并不好过
• 季节性降价、特价优惠和店铺品牌重塑

前景与机会

• 由于中低收入者的购买力增强，销售额增加
• 来自零售电子商务的竞争，改善店内体验
• 扩大销售空间以提供增强的店内体验

通道资料

印尼家用电器及电子产品专家

关键资料发现

2024 年的发展

• 智慧型手机销售量是最大贡献者，今年将持续成长
• PT Erajaya Swasembada Tbk 的杰出表现
• 大规模降价促销因应消费者购买力下降

前景与机会

• 智慧型手机依然重要，零售商专注于门市扩张
• 家电和电子产品专家受益于已建立的消费者习惯
• 以创新手段鼓励消费者升级电子产品，在购物节和路演中推动超值促销

通道资料

印尼健康美容专家

关键资料发现

2024 年的发展

• 儘管在线竞争激烈，但仍实现成长
• 由于门市数量的增加和人们对健康生活方式的认识不断提高，药局正在经历成长
• K-24 是 Leader 的强劲竞争对手

前景与机会

• 迈向进一步成长
• 药局经营者必须提高服务水准以维持消费者忠诚度
• 儘管面临零售电子商务的激烈竞争，眼镜店仍有望成长

通道资料

首页 印尼 产品专家

关键资料发现

2024 年的发展

• Ace Hardware 的出色表现
• Catur Mitra Sejati Sentosa 继续大幅扩张门市
• 家居用品和家具店销售下滑

前景与机会

• 门市扩张是成长的关键
• 宠物店和超级市场继续扩张
• 依赖富裕消费者

通道资料

印尼直销

关键资料发现

2024 年的发展

• 禁止在网上市场直接销售商品会损害有价值的销售
• 康宝莱为其会员提供持续的培训，以有效地使用社交媒体。
• 持续的产品创新是印尼直销提供客户价值的关键

前景与机会

• 预测期内销售额预计不会恢復
• 保健和美容产品将继续成为主要贡献者
• 参与企业专注于美容产品

通道资料

印尼零售电子商务

关键资料发现

2024 年的发展

• 随着网路用户和可访问性的提高，强劲成长持续
• 直播功能和新合作推动 Shopee 和 Tokopedia 业绩进一步强劲
• Shopee 以功能创新和交易品质提升保持领先地位

前景与机会

• 网路普及率上升带动销售成长
• 直播销售贡献提升，TikTok 业务进一步扩张
• 预测期内，人工智慧技术的使用将促进销售

通道资料

Retail saw further current value growth in Indonesia in 2024 despite a challenging operating environment, including weakened consumer purchasing power, especially in the middle-income segment. However, while grocery retailers still managed to grow in 2024, albeit at a slower rate than in the previous year, this was not the case for non-grocery retailers, which experienced decline. This reflected the fact that consumers' heightened budget consciousness led them to focus on essential spending, whi...

Euromonitor International's Retail in Indonesia report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Retail market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Retail in 2024: Resilient growth amidst a challenging operating environment
• Outlet numbers stagnate in Indonesian retail
• Different strategies offered by grocery retailers and non-grocery retailers
• What next for retail?

OPERATING ENVIRONMENT

• Informal retail
• Opening hours for physical retail
• Summary 1 Standard Opening Hours by Channel Type 2024
• Seasonality
• Eid al-Fitr/Lebaran
• School holidays
• Harbolnas (national online shopping day)
• Christmas

MARKET DATA

• Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2019-2024
• Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2019-2024
• Table 3 Sales in Retail Offline by Channel: Value 2019-2024
• Table 4 Sales in Retail Offline by Channel: % Value Growth 2019-2024
• Table 5 Retail Offline Outlets by Channel: Units 2019-2024
• Table 6 Retail Offline Outlets by Channel: % Unit Growth 2019-2024
• Table 7 Sales in Retail E-Commerce by Product: Value 2019-2024
• Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2019-2024
• Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
• Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 11 Sales in Grocery Retailers by Channel: Value 2019-2024
• Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2019-2024
• Table 13 Grocery Retailers Outlets by Channel: Units 2019-2024
• Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
• Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2019-2024
• Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 17 Sales in Non-Grocery Retailers by Channel: Value 2019-2024
• Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2019-2024
• Table 19 Non-Grocery Retailers Outlets by Channel: Units 2019-2024
• Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2019-2024
• Table 21 Retail GBO Company Shares: % Value 2020-2024
• Table 22 Retail GBN Brand Shares: % Value 2021-2024
• Table 23 Retail Offline GBO Company Shares: % Value 2020-2024
• Table 24 Retail Offline GBN Brand Shares: % Value 2021-2024
• Table 25 Retail Offline LBN Brand Shares: Outlets 2021-2024
• Table 26 Retail E-Commerce GBO Company Shares: % Value 2020-2024
• Table 27 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
• Table 28 Grocery Retailers GBO Company Shares: % Value 2020-2024
• Table 29 Grocery Retailers GBN Brand Shares: % Value 2021-2024
• Table 30 Grocery Retailers LBN Brand Shares: Outlets 2021-2024
• Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2020-2024
• Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2021-2024
• Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2021-2024
• Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2024-2029
• Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2024-2029
• Table 36 Forecast Sales in Retail Offline by Channel: Value 2024-2029
• Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2024-2029
• Table 38 Forecast Retail Offline Outlets by Channel: Units 2024-2029
• Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2024-2029
• Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2024-2029
• Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2024-2029
• Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2024-2029
• Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2024-2029
• Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2024-2029
• Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029
• Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2024-2029
• Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2024-2029
• Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2024-2029
• Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 2 Research Sources

CONVENIENCE RETAILERS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Another year of positive outlet growth, but at a slower rate than 2023
• Persistent discounts a key factor driving sales for convenience retailers
• Alfamart extends lead

PROSPECTS AND OPPORTUNITIES

• Outlook for convenience retailers remains cautiously optimistic
• Outlet expansion still a priority for convenience retailers
• Product discounts to drive sales performance in forecast period

CHANNEL DATA

• Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2019-2024
• Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 56 Sales in Convenience Retailers by Channel: Value 2019-2024
• Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2019-2024
• Table 58 Convenience Retailers GBO Company Shares: % Value 2020-2024
• Table 59 Convenience Retailers GBN Brand Shares: % Value 2021-2024
• Table 60 Convenience Retailers LBN Brand Shares: Outlets 2021-2024
• Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2024-2029
• Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2024-2029

HYPERMARKETS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Positive value growth but negative outlet growth
• Hypermart reverses sales decline with the sale of subsidised products and refreshment of store concept
• Offering product premiumisation, Grand Lucky has succeeded in getting the attention of consumers

PROSPECTS AND OPPORTUNITIES

• Hypermarkets to continue to face challenges
• The trend of outlet decline set to continue in the forecast period
• Different promotional activities being offered to compete with convenience stores and supermarkets

CHANNEL DATA

• Table 65 Hypermarkets: Value Sales, Outlets and Selling Space 2019-2024
• Table 66 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 67 Hypermarkets GBO Company Shares: % Value 2020-2024
• Table 68 Hypermarkets GBN Brand Shares: % Value 2021-2024
• Table 69 Hypermarkets LBN Brand Shares: Outlets 2021-2024
• Table 70 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 71 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

SUPERMARKETS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value growth through opening new outlets in suburban areas
• Opening new outlets near residential housing complexes and launching mobile apps become biggest drivers of Super Indo's strong performance
• Supra Boga Lestari utilises AI technology to increase outlet revenue

PROSPECTS AND OPPORTUNITIES

• Further growth expected
• Positive outlet growth expected over the forecast period
• Players expected to offer new in-store experiences and price discounts for fresh products to grab consumers' attention

CHANNEL DATA

• Table 72 Supermarkets: Value Sales, Outlets and Selling Space 2019-2024
• Table 73 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 74 Supermarkets GBO Company Shares: % Value 2020-2024
• Table 75 Supermarkets GBN Brand Shares: % Value 2021-2024
• Table 76 Supermarkets LBN Brand Shares: Outlets 2021-2024
• Table 77 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 78 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

SMALL LOCAL GROCERS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value growth but low-income consumers segment tend to trade down towards lower product quality
• Warung Maduras benefit from various advantages
• Food sales still the biggest contributor to value

PROSPECTS AND OPPORTUNITIES

• Convenience stores' expansion to suburban areas a key challenge
• Daily food and drink commodities still the most sought after products, with sachet sizes set to make a big contribution
• Stagnant outlet numbers, but stores located far from convenience stores will survive

CHANNEL DATA

• Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2019-2024
• Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 81 Small Local Grocers GBO Company Shares: % Value 2020-2024
• Table 82 Small Local Grocers GBN Brand Shares: % Value 2021-2024
• Table 83 Small Local Grocers LBN Brand Shares: Outlets 2021-2024
• Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

GENERAL MERCHANDISE STORES IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Department stores facing challenges
• Concept innovation by leading players in variety stores
• Matahari Department Store retains lead, while Miniso's share grows

PROSPECTS AND OPPORTUNITIES

• Outlets with innovative in-store experience stand best chance of success
• Variety stores to increase offering of products that suit the lifestyles of young people
• Filing the gap by providing what retail e-commerce cannot offer

CHANNEL DATA

• Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2019-2024
• Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 88 Sales in General Merchandise Stores by Channel: Value 2019-2024
• Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2019-2024
• Table 90 General Merchandise Stores GBO Company Shares: % Value 2020-2024
• Table 91 General Merchandise Stores GBN Brand Shares: % Value 2021-2024
• Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2021-2024
• Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2024-2029
• Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2024-2029

APPAREL AND FOOTWEAR SPECIALISTS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Category contraction due to performance of independent players
• Another strong performance by Uniqlo, but tough period for Bata
• Price discounts during seasonal periods, exclusive discounts and store re-branding

PROSPECTS AND OPPORTUNITIES

• Increase in purchasing power in low- and middle-income segment to boost sales
• Competition with retail e-commerce will drive improvements to in-store experience
• Increase in selling space to provide additional in-store experience

CHANNEL DATA

• Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2020-2024
• Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2021-2024
• Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2021-2024
• Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

APPLIANCES AND ELECTRONICS SPECIALISTS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Another year of growth, with value sales from smartphones the biggest contributor
• Outstanding performance by Erajaya Swasembada Tbk PT
• Massive cut price promotions in response to weakening consumer purchasing power

PROSPECTS AND OPPORTUNITIES

• Smartphones to remain key, while retailers focus on outlet expansion
• Appliances and electronics specialists to benefit from sticky consumer habits
• Feature innovations to encourage consumers to upgrade their electronic products, while shopping festivals and roadshows to boost value sales

CHANNEL DATA

• Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2020-2024
• Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2021-2024
• Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2021-2024
• Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029

HEALTH AND BEAUTY SPECIALISTS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth despite competition from online
• Pharmacies sees growth driven by rising outlet numbers and rising awareness of healthier lifestyles
• K-24 provides strong competition for the leader

PROSPECTS AND OPPORTUNITIES

• Further growth ahead
• Pharmacies players need to increase service levels to maintain consumer loyalty
• Optical goods stores to see growth despite facing stiffer competition from retail e-commerce

CHANNEL DATA

• Table 111 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 112 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 113 Sales in Health and Beauty Specialists by Channel: Value 2019-2024
• Table 114 Sales in Health and Beauty Specialists by Channel: % Value Growth 2019-2024
• Table 115 Health and Beauty Specialists GBO Company Shares: % Value 2020-2024
• Table 116 Health and Beauty Specialists GBN Brand Shares: % Value 2021-2024
• Table 117 Health and Beauty Specialists LBN Brand Shares: Outlets 2021-2024
• Table 118 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 119 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 120 Forecast Sales in Health and Beauty Specialists by Channel: Value 2024-2029
• Table 121 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2024-2029

HOME PRODUCTS SPECIALISTS IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Outstanding performance by Ace Hardware
• Catur Mitra Sejati Sentosa continues with significant outlet expansion
• Decline in homewares and home furnishings stores

PROSPECTS AND OPPORTUNITIES

• Outlet expansion to play key role in growth
• Pet shops and superstores to continue to expand
• Reliance on more affluent consumers

CHANNEL DATA

• Table 122 Home Products Specialists: Value Sales, Outlets and Selling Space 2019-2024
• Table 123 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2019-2024
• Table 124 Sales in Home Products Specialists by Channel: Value 2019-2024
• Table 125 Sales in Home Products Specialists by Channel: % Value Growth 2019-2024
• Table 126 Home Products Specialists GBO Company Shares: % Value 2020-2024
• Table 127 Home Products Specialists GBN Brand Shares: % Value 2021-2024
• Table 128 Home Products Specialists LBN Brand Shares: Outlets 2021-2024
• Table 129 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2024-2029
• Table 130 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2024-2029
• Table 131 Forecast Sales in Home Products Specialists by Channel: Value 2024-2029
• Table 132 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2024-2029

DIRECT SELLING IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Ban on direct sales of products on online marketplaces undermines value sales
• Herbalife provides continuous training for its members and makes effective use of social media
• Continuous product innovation important in providing customer value in direct selling in Indonesia

PROSPECTS AND OPPORTUNITIES

• Value sales not expected to recover in the forecast period
• Health and beauty products to remain the key contributor
• Players focusing more on beauty products

CHANNEL DATA

• Table 133 Direct Selling by Product: Value 2019-2024
• Table 134 Direct Selling by Product: % Value Growth 2019-2024
• Table 135 Direct Selling GBO Company Shares: % Value 2020-2024
• Table 136 Direct Selling GBN Brand Shares: % Value 2021-2024
• Table 137 Direct Selling Forecasts by Product: Value 2024-2029
• Table 138 Direct Selling Forecasts by Product: % Value Growth 2024-2029

RETAIL E-COMMERCE IN INDONESIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Continued strong growth driven by increase in internet users and accessibility
• Live streaming feature and new collaborations support another strong performance from Shopee and Tokopedia
• Shopee retains its lead through innovation in features, as well as improving transaction quality

PROSPECTS AND OPPORTUNITIES

• Value sales to grow supported by increase in internet penetration
• Higher value sales contribution from live streaming, while TikTok expands further
• The use of AI technology will boost value sales in the forecast period

CHANNEL DATA

• Table 139 Retail E-Commerce by Channel: Value 2019-2024
• Table 140 Retail E-Commerce by Channel: % Value Growth 2019-2024
• Table 141 Retail E-Commerce by Product: Value 2019-2024
• Table 142 Retail E-Commerce by Product: % Value Growth 2019-2024
• Table 143 Retail E-Commerce GBO Company Shares: % Value 2020-2024
• Table 144 Retail E-Commerce GBN Brand Shares: % Value 2021-2024
• Table 145 Forecast Retail E-Commerce by Channel: Value 2024-2029
• Table 146 Forecast Retail E-Commerce by Channel: % Value Growth 2024-2029
• Table 147 Forecast Retail E-Commerce by Product: Value 2024-2029
• Table 148 Forecast Retail E-Commerce by Product: % Value Growth 2024-2029