The opportunity
The audience is already here, and it is already buying from creators.
The largest and most attentive social audience in Southeast Asia has made shopping a spectator sport, and creators host the show.
01
Where they are
230MInternet users — 80.5% of the country · DataReportal 2026
180MSocial media identities — 62.9% of the population · DataReportal 2026
180MReachable on TikTok, 18 and over — 88.9% of adults · DataReportal 2026
02
What they already do
79%Have joined a live shopping session · Jakpat 2H2025
44%Purchase rate during live shopping · Jakpat 2H2025
1 in 2Discover new brands on TikTok first
20%Of online GMV is now video and live — under 5% in 2022
03
Where it is going
+90%Year-on-year growth in video-commerce transactions, 2.6B in 2025
$22BLive and social commerce GMV by 2028
$8.6BSocial-commerce market by 2030, from $5B in 2024
$212BTotal Indonesian e-commerce by 2031
None of these are our figures, and each carries the year it comes from. Sources: DataReportal / We Are Social · Meltwater (Digital 2026 Indonesia, published November 2025), Jakpat (Online Shopping 2026, second half 2025), Google · Temasek · Bain (e-Conomy SEA 2025), Momentum Works, Mordor Intelligence.
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