King of Indonesian E-commerce Remains Dominant, TikTok-Lazada Step Aside

Jakarta, CNBC Indonesia - The Southeast Asian e-commerce market continues to grow rapidly, with gross merchandise value (GMV) reaching US$157.6 billion, up 22.8% throughout 2025.

However, behind this growth, competition is increasingly concentrated. The E-commerce in Southeast Asia 2025 report from Momentum Works notes that only three major players now dominate nearly the entire market.

The three main platforms—Shopee, TikTok Shop (including Tokopedia), and Lazada—control 98.8% of the market share in the region.

Shopee is the market leader in Southeast Asia. In 2025, Shopee’s GMV reached US$83.2 billion, far ahead of its competitors.

Across nearly all of Southeast Asia, Shopee holds more than 50% market share, except in the Philippines where it is 49%.

Meanwhile, in Indonesia, Shopee also leads with about 54% market share throughout 2025.

This dominance continues from previous achievements, with Shopee holding around 53% market share in 2024.

Nevertheless, competitive pressure is mounting. TikTok Shop recorded highly aggressive growth throughout 2025, even managing to narrow the gap to about 65.7% of Shopee’s business scale.

This is the annual figure for 2025, meaning the monthly market share difference between the two is even smaller by the end of the year.

The latest Sensor Tower data shows that the number of retail app downloads in Indonesia broke through 181 million throughout 2025. Indonesian citizens spent 8.68 billion hours on retail apps.

Although the majority of the most downloaded retail apps in Indonesia are marketplace apps, some other subcategory apps are starting to emerge, such as discount apps and online apps from offline retail stores.

Shopee, which has aggressively promoted video commerce features in its app, remains the most popular app in the retail category in Indonesia.