New Record! FMCG Sales on Shopee and Competitors Reach Rp40 Trillion

Jakarta, CNBC Indonesia – The start of 2026 opened with a digital shopping bonanza. In less than three months (January–March 2026) or Q1-2026, transactions for Fast-Moving Consumer Goods (FMCG) on Indonesian e-commerce platforms have already surpassed Rp40 trillion.

This figure exceeds the previous quarter’s record and emerged even as the number of brands competing in the market shrank.

Amid the explosion of demand during Ramadan and Eid, consumer spending has increasingly concentrated on a handful of major names.

Citing Compas.co.id, this number surpasses the Q4-2025 achievement of Rp39.6 trillion and becomes the highest level since records began. Compared to Q1-2025, the value has jumped significantly, indicating acceleration in digital consumption at the start of the year.

Compas.co.id is a leading e-commerce data provider and business analysis company. They capture sales from e-commerce giants such as Tokopedia, Lazada, Shopee, Blibli, and TikTok.

Beauty Still Reigns, F&B Surges Sharply, Homecare and Healthcare Also Boosted

This surge occurred within an uneven growth structure. The beauty category still holds the largest share with a value of Rp18.6 trillion or 33% annual growth. Below it, food and beverages (F&B) recorded Rp10.3 trillion with 88% YoY growth. This movement directly intersects with the Ramadan and Eid momentum falling in the first quarter, driving widespread consumer spending.

Outside these two main categories, the most aggressive surge occurred in homecare. Its sales value reached Rp2 trillion, with 96% YoY growth.

Products like tissues, insecticides, and cleaning needs became the main drivers. Meanwhile, healthcare reached Rp6 trillion with 40% YoY growth, accompanied by a 23% increase in transaction volume. The mom & baby segment stood at Rp3.2 trillion with 20% growth, with relatively stable transaction volume.

Market Expands, Number of Brands Shrinks

Amid the expansion of market value, the number of active brands in most categories actually decreased. In the beauty category, there was a decline of around 1%, F&B dropped 8%, and healthcare fell 4%. Only homecare recorded an increase in the number of brands by 15%.

This change shifts the distribution of growth to more dominant players. In the beauty category, high growth was recorded by Glad2Glow (+67%), Oh My Glam (+148%), and Scarlett (+129%). For F&B, the surge came from Bimoli (+907%), Indocafe (+497%), and Sedaap (+688%). Healthcare also saw a map change with Metoo (+768%) and Tolak Angin (+268%) rising significantly.

Platform Landscape Changes, Strategies Follow

Changes in the landscape are also evident at the platform level.

ShopTokopedia recorded the highest growth in almost all categories: beauty up 75%, F&B 127%, healthcare 79%, and mom & baby 39%. Shopee remains the platform with the largest volume, with strong growth in homecare at 118% and F&B 83%. On the other hand, Lazada experienced contraction ranging from -49% to -66% in various categories, while Blibli recorded negative growth in almost all segments.

Differences in platform characteristics influence sales strategies. On Shopee, more than 90% of transactions occur without major discounts, with price cuts below 20%. This structure keeps conversions stable without reliance on aggressive promotions. In contrast, ShopTokopedia is driven by deeper discount schemes.

Product formats also play a big role. Bundling became the dominant format on ShopTokopedia with a contribution of 29.4% in F&B, 40.3% in mom & baby, and 40.2% in homecare. On Blibli, the carton format is relevant for bulk purchases, with a contribution of 23.6% in homecare and 21.3% in F&B.

Q2-2026 at High Levels

Looking ahead, Compas.co.id projects that the FMCG e-commerce market in Q2-2026 will reach Rp46.7 trillion.

This figure is below the Q1-2026 surge driven by the consumption season but remains above all quarterly achievements throughout 2025.

The growth structure is still supported by the beauty and F&B categories, with ShopTokopedia as one of the main channels of expansion.