Indonesia's e-commerce market is forecast to exceed US$53 billion (Rp866 billion) by 2025, reflecting growing consumer confidence in online shopping and improving digital payment systems.
The world's third-largest e-commerce market after China and the United States, Indonesia's growth is driven by rising per capita income, expanding internet access and urbanization.
According to the LEK Consulting report, 96 percent of Indonesia's population owns a mobile phone and 76 percent have access to the internet. Furthermore, more than 65 percent of the population is under the age of 44, indicating a high propensity for impulse buying.
These demographic trends and shopping behaviours indicate that Indonesia's e-grocery market has huge potential, with market penetration expected to grow from 1% in 2020 to 3% by 2024.
Consumer trust in online transactions is further strengthened by the warranties offered by e-commerce platforms: according to a Nielsen report, 72% of Indonesian consumers prefer e-commerce sites that offer warranties against defective and counterfeit products, increasing their trust in online transactions.
As of 2023, Indonesia's e-grocery gross merchandise volume (GMV) is expected to reach $1 billion, with Astro accounting for 5% of this market. Astro has solidified its position as the sole player in quick commerce e-grocery in Indonesia, with 100% market share in this sector.
In line with this trend, e-grocery shopping platform Astro has launched the “Ada yang Baru, Ada yang Biru” campaign and unveiled its new identity and logo.
