Top 5 Emerging Categories in Indonesia's E-Commerce

Indonesia is Southeast Asia’s largest digital economy, with e-commerce at its heart. Indonesia’s e-commerce landscape is one of the fastest-growing in the world. With over 270 million people and more than 70% internet penetration the country is undergoing a digital shopping boom. As of 2025, the industry continues to thrive, driven by a digitally native population, improved logistics infrastructure, and the rise of social commerce platforms. While traditional categories like fashion and electronics remain strong, new and rapidly growing verticals are reshaping consumer behavior and business strategies alike. Here are the top five emerging categories in Indonesia’s e-commerce landscape:

Health and wellness have surged as a consumer priority, especially in the post-pandemic era. Indonesians are becoming more proactive about preventive health, fitness, and mental well-being. This has led to a growing demand for:

• Vitamins and supplements

• Organic and natural food
  Home fitness gear

• Mental wellness products like essential oils and aromatherapy

Online platforms are now the go-to for purchasing these products due to convenience, variety, and trusted reviews. Local brands that emphasize halal certification, natural ingredients, and functional benefits are particularly resonating with Indonesian consumers.

Health and Wellness Products

Beauty and Personal Care (Especially Local Brands)

The beauty segment is evolving beyond cosmetics to include skincare, body care, and even inner beauty supplements. Indonesian consumers are now seeking clean beauty, dermatologically tested products, and locally relevant solutions (e.g., for tropical climates or Muslim-friendly routines). E-commerce has empowered Indonesian indie beauty brands to grow, thanks to lower barriers to entry and strong storytelling through social media and influencer marketing. TikTok, Shopee Live, and Instagram Reels are key platforms for discovery and conversion in this category.

Pet Care Products

Pet ownership in Indonesia is growing, especially among Millennials and Gen Z. With pets increasingly seen as part of the family, spending on their health and happiness is rising — from pet food and grooming tools to toys, vitamins, and even fashion accessories. Online platforms offer a convenient way to explore a wider range of pet products, including niche items that may not be available in physical stores. Subscription models and same-day delivery services are gaining popularity in urban areas, particularly in Jakarta and Surabaya.

Eco-Friendly and Sustainable Products

Environmental consciousness is on the rise in Indonesia, especially among younger, urban consumers. This has led to increased demand for sustainable alternatives such as:

• Reusable household goods (e.g., beeswax wraps, metal straws)

• Eco-friendly packaging and cleaning products

• Secondhand fashion (thrift/vintage)

• Ethical or local artisan-made items

E-commerce platforms are now creating dedicated categories for “eco-friendly” or “green” products, and brands that showcase authentic sustainability efforts are seeing higher engagement and loyalty.

Home and Living (Furniture, Decor, and Smart Appliances)

With the increase in remote work and home-based lifestyles, Indonesians are investing more in improving their living spaces. The “stay-at-home economy” continues to boost demand for:

• Affordable furniture and modular decor

• Smart home gadgets (like air purifiers, smart bulbs)

• Kitchen appliances and cookware

• DIY and home improvement tools

Many consumers prefer browsing online for home products due to the ability to compare prices, see real-life reviews, and enjoy home delivery for bulky items. Platforms like Tokopedia, IKEA, and niche interior decor shops are capitalizing on this growing interest.

Indonesia’s e-commerce ecosystem is diversifying rapidly. While traditional categories still dominate in volume, these emerging segments offer significant growth potential — especially for brands and sellers that understand local consumer values such as convenience, trust, cultural relevance, and sustainability. Businesses that want to stay ahead must adapt quickly to these trends, invest in strong digital presence, and connect with consumers through personalized, authentic, and purpose-driven strategies.

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