The competitive landscape of Indonesia's e-commerce market is undergoing subtle yet profound changes. For online sellers, choosing the right platform to maximize profits has become crucial. Recent research data provides a clear answer: Shopee not only delivers the highest profits for sellers in Indonesia but also leads significantly in sales volume, further consolidating its dominant position. However, as Shopee advances rapidly, its partnership model with logistics providers has sparked discussions about fair market competition.
Profit and Sales Leadership: Shopee Emerges as Sellers' Top Choice
The latest IPSOS research report reveals Shopee's outstanding performance in Indonesia's e-commerce market. Among platforms providing the highest profits to sellers, Shopee commands a remarkable 59% market share, far surpassing competitors Tokopedia (20%), TikTok Shop (8%), and Lazada (7%). Similarly, in terms of generating the most sales for merchants, Shopee maintains its lead with 65% market share, while Tokopedia, TikTok Shop, and Lazada account for 16%, 9%, and 6% respectively.
These figures clearly demonstrate that Shopee has become Indonesian online sellers' preferred platform for business growth and profitability. Its strong market position and extensive user base provide sellers with broader sales channels and higher conversion rates, resulting in significant profit increases.
Unshakable Dominance: High Brand Loyalty Among Sellers
Beyond excelling in profitability and sales performance, Shopee also leads in brand perception and seller loyalty. According to the Most Used Brand (BUMO) metric, Shopee dominates with 80% market share, leaving Tokopedia, TikTok Shop, and Lazada trailing at 10%, 6%, and 3% respectively.
This indicates that when Indonesian sellers choose an e-commerce platform, Shopee is typically their first choice. Supporting data shows that 82% of Indonesian merchants select Shopee as their primary online sales platform, reinforcing its strong appeal and brand influence among the seller community.
Intensifying Competition: Growth Opportunities Determine Market Winners
As competition in Indonesia's e-commerce market grows increasingly fierce, major platforms are actively competing for seller resources. In this environment, platforms that can offer sellers greater growth opportunities and higher profit potential will naturally attract more merchants and secure stronger market positions. Shopee's success stems precisely from its ability to provide more attractive profit prospects and broader market access for sellers.
However, while pursuing their own growth, e-commerce platforms must also consider maintaining fair competition. Recent reports about an exclusive contract between PT Global Jet Express's J&T Express and Shopee Indonesia, allegedly involving anti-competitive practices and monopolistic behavior, have drawn significant industry attention.
Exclusive Partnership Raises Monopoly Concerns
Earlier reports suggested that J&T Express's exclusive contract with Shopee Indonesia might constitute unfair competition and monopolistic practices. J&T Express has publicly denied these allegations.
Trian Yuserma, Secretary General of the Indonesian Association of Courier, Postal, and Logistics Service Companies (Asperindo), expressed concerns that recent unfair competition allegations have worried industry participants, particularly local businesses. Asperindo suspects potential monopolistic behavior between certain e-commerce platforms and logistics providers, which could erode other market participants' shares.
The reported exclusive contract allegedly offers extremely low delivery rates, making it difficult for competitors to match these prices or sustain loss-leading strategies. Yuserma noted that logistics costs cannot continue decreasing indefinitely, especially with rising labor expenses. He emphasized that such practices ultimately harm consumers—both sellers and buyers—by limiting their choice of preferred delivery providers.
J&T Express CEO Robin Lo maintained that claims about monopolizing delivery services are unfounded. He encouraged consumers to verify this themselves when shopping on Shopee, as the platform supports multiple delivery options.
Balancing Growth and Fair Competition
Shopee's remarkable success in Indonesia demonstrates its strong capabilities in attracting sellers and driving sales. However, while pursuing profit growth, e-commerce platforms must also ensure fair market competition and avoid monopolistic practices that could disadvantage other participants. Only by establishing a transparent, equitable, and healthy competitive environment can Indonesia's e-commerce market achieve sustainable long-term development that benefits all stakeholders—sellers, buyers, and platforms alike.