The latest data from February 2024 shows that TikTok Shop in Indonesia had sales totaling 11 trillion before the Indonesian Rupiah, with a market share of 22.4%. Shopee's sales reached 32 trillion Indonesian Rupiah, commanding a market share of 64.2%. Meanwhile, Tokopedia recorded sales of 631 million Indonesian Rupiah, with a market share of 12.3%, and Blibli had sales of 60 million Indonesian Rupiah, holding a market share of 1.1%.
It is worth noting that during Ramadan, there has been a continuous increase in demand for e-commerce in Indonesia. For Muslims, Ramadan is the holiest month of the year, during which Indonesians are more active at night than during the day. According to an InMobi report, during Ramadan in 2023, at least 3 million Indonesian Rupiah (approximately 197.28 US dollars) were spent, with 56% of respondents preferring mobile devices as their primary purchasing channel. Fashion products are important in Indonesia and Malaysia markets during Ramadan, with women purchasing robes, veils, and headscarves for prayers.
In February of this year, TikTok Shop sold nearly 200,000 units of chocolate-related products. In comparison, Shopee sold 704,000 units during the same period, while Tokopedia successfully sold 115,000 units. Over the past month, driven by the Ramadan festival, e-commerce sales of sweets and beverages on platforms like Shopee and Tokopedia have increased by as much as 75%, with chocolate beverages, spreads, and packaged chocolates emerging as popular categories.