Share
In 2023, Indonesia’s e-commerce market was valued at 62 billion dollars – far ahead of other countries in the region(1). This figure is expected to rise to 160 billion dollars by 2030.
Thanks to the country’s improved digital infrastructure, it’s forecast to have a whopping 274.2 million internet users in 2024(2).
Indonesia’s mobile commerce market is booming – it now takes a 64% share of the country’s total e-commerce transactions(3).
Top import countries4
(By share of total Indonesia imports, 2022)
Most visited marketplace websites in Indonesia, 20245
To sell on one of these marketplaces, foreign SMEs will need to register as an “official store.” This is an exclusive service provided by marketplaces to show that the seller is the rightful owner of the brand and has the legal rights to sell products.
Most popular Indonesia online shopping categories6
(By estimated value, in billion US dollars, 2022)
After all, e-commerce shoppers are more likely to abandon their carts if they cannot pay using their preferred payment method.
Distribution of e-commerce payment methods in Indonesia7
(By share of total e-commerce transactions, 2022)
These insights will help you position your business to appeal to local buyers.
Ensure you optimize your e-commerce website for the small screen to give customers a user-friendly experience. Offer ‘Guest Checkout’, an address autocomplete feature, and payment via digital wallet so customers don’t have to fill in lots of details.
Indonesians spend an average of three hours and 14 minutes a day on social media(8). Livestreaming on TikTok Shop is gaining momentum there. It’s a great way to showcase your products in more detail – just make sure your stream is fun and creative if you want to keep viewers’ attention!
“Delayed/slow delivery” was cited by Indonesian consumers as the number one deterrent to shopping online(9). With DHL Express, you can guarantee your customers fast and reliable shipping – wherever in the world they may be!
Be sure to add these dates to your marketing and sales calendar so your business can prepare and cash in!
Double digit sales days, throughout the year
1.1 (1st Jan), 2.2 (2nd Feb), 3.3 (3rd March) … each month, many Indonesian retailers use the “double digit” day to lay on deals and discounts. Ensure you schedule your sales promotions for these dates if you want to cash in!
Idulfitri (Eid al-Fitr), March/April
As a Muslim country, Indonesia celebrates Idulfitri, which marks the end of the fasting of Ramadan. The national holiday is only two days long, but during the two weeks beforehand, people are busy shopping for food and new clothes for the event.
Black Friday/Cyber Monday weekend, November
Like many other countries, Indonesia participates in this sales bonanza. Competition is fierce, so be ready to offer significant deals to attract bargain hunters.
Christmas Day/New Year, December/January
Indonesians who shop with cross-border brands are well versed with seeking out Christmas and end-of-year sales, giving businesses like yours the opportunity to make some extra sales.
One of the essential licences needed to import into Indonesia is the Indonesian Tax ID Number (NPWP - Nomor Pokok Wajib Pajak) and the Single Business Number (NIB).
It’s important to be aware that new customs regulations were introduced by the Indonesian government in 2021. Cross-border businesses shipping to Indonesia will now need to contact the consignee to obtain their national Tax ID Number. This must be shared with the shipment carrier service and included on the shipment’s Air Waybill and Commercial Invoice.
In the absence of a Tax ID Number, private individuals (i.e. the consignee) can instead provide:
To facilitate the customs clearance and declaration process in Indonesia, shippers must provide several documents, including:
There’s a lot to remember, but DHL’s MyGTS (My Global Trade Services) can help. This free, user-friendly platform will guide you through all aspects of international shipping, including obtaining the necessary customs and trade documents.
When importing goods into Indonesia, it is crucial to be aware of the restrictions and prohibitions on certain goods and commodities such as:
Furthermore, the Ministry of Trade has implemented Regulation 18, which prohibits the import of sugar, rice, and hand tools. By complying with all regulations, you can avoid your shipment being delayed or seized at customs. You can check import and export regulations of the destination country before you ship via MyGTS.
Several commodities are not permitted for shipment by DHL under any circumstances, following full consideration by the operational, legal and risk management teams. They include animals, hazardous or combustible materials, and illegal narcotics. Further information can be found here.
Unless exempt, all imported commercial goods are subject to customs duties and taxes based on their Harmonized System (HS) Code tariff classification. Generally speaking, it is the Importer of Record (i.e. either your business or your chosen logistics carrier) who will pay the import duties and taxes. You can find the correct HS Code for your shipment easily via MyGTS.
You’re in the right place! We know that the above guidelines may seem a little overwhelming, but that’s where partnering with DHL will pay off. As international shipping experts, we’ll support you through all customs procedures so that your shipment avoids delays. Sell to the world with DHL!
Start your journey here1 – Statista, 2023
2 – Statista, 2024
3, 8 – J.P. Morgan, 2021
5 – SimilarWeb, 2024
6 – Statista, 2023
7 – Statista, 2023
9 – Statista, 2023
Share
