Popular product categories on e-marketplaces in Indonesia 2018

In 2018, the most popular product category on online marketplaces according to Indonesian online shoppers was the mobile and electronics products. Electronics, online grocery shopping and fashion products ranked among the top three categories.

Indonesians were still hesitant about making online purchases/ shopping online

The main reason why consumers purchased electronics online was that online stores usually provide more promotions . Laptop or computer accessories were the most popular electronic gadgets that were purchased online. However, in a recent survey, more than 60 percent of Indonesian respondents stated that they worried about not being able to trust the quality or the description of the product when shopping online. They were also concerned about falling prey to scammers. As a consequence, some consumers prefer to buy the products offline to authenticate the products.

Leading e-commerce sites for electronics

E-commerce sites Bukalapak, Tokopedia, and blibli.com, were the top three sites to buy mobile and electronics product online. Cheaper product prices, products authenticity and a varied selection/ wider selection of products were the top reasons why consumers prefer one over another online platform. Marketplaces and C2C sites like Bukalapak and Tokopedia link buyers to individual or small business sellers, and consumers usually go to these sites because they provide more product variety. However, when it comes to a product quality, consumers trust retail-model sites such as Bibli.com more. This is especially important for mobile and electronics purchases, as consumers tend to see this as an important value when buying these products.

Most popular product categories on online marketplaces in Indonesia as of 2018

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Release date

June 2018



Survey time period


Number of respondents

1,240 respondents

Special properties

among internet users

Method of interview

Online survey

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Statistics on "E-commerce in Indonesia"

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