Retail in Indonesia

March 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Indonesia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Indonesia?
  • Which are the leading retailers in Retailing in Indonesia?
  • How are products distributed in Retailing in Indonesia?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Indonesia?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retail in Indonesia

Retail in 2023: The big picture
Retailer collaborations reap benefits and drive sales growth
Warung digitalisation an important element of digital transformation in local retail
What next for retail?
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Eid al-Fitr/Lebaran
School holidays
Harbolnas (national online shopping day)
Christmas
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Convenience Retailers in Indonesia

KEY DATA FINDINGS

Increasing urbanisation, convenience, and wide selection of products contribute to growth
Halal certification for convenience stores benefits retailers and gains consumers’ trust
Alfamart usurps Indomaret to become leading player
Convenience retailers forecast to thrive due to compatibility with evolving trends
Expansion into other high-potential cities a strategy to increase sales
Indomaret strengthened its positioning through expansion and development in both offline and online platforms
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

Supermarkets in Indonesia

KEY DATA FINDINGS

Rise in premium supermarkets driven by the preferences of higher income segments
Special events by supermarket players to attract more new consumers and generate loyalty
As supermarkets cater to a slightly different target market, pricing is less of an issue
Fresh produce key to competitive position of supermarkets
Innovation influencing development of competitive landscape
Themed events and collaborations key to innovation in experiential retail in the supermarkets channel
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Hypermarkets in Indonesia

KEY DATA FINDINGS

Hypermarkets struggle for a variety of reasons
Collaboration with other parties amongst operational strategies of market players
Continued closures of Transmart outlets due to channel shifts and uncompetitive pricing
Hypermarkets to face challenges over the forecast period due to unfavourable channel shifts
Competition across retail channels to drive evolution of business concepts within hypermarkets and beyond
Collaborating with Bukalapak and Grab, Transmart is expanding the reach of its online business and developing its strategies
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in Indonesia

KEY DATA FINDINGS

Government support is the most prominent and effective aid for small local grocers
Warung digitalisation to help small local grocers develop a more competitive edge
Tangerang City launches Warung Qta, a digitalised format of warung
Small local grocers a beneficiary of support from the government and digital platforms
Bukalapak continues to expand its warung digitalisation reach through its Mitra Bukalapak programme
Warung Madura - a niche within small local grocers that can be as competitive as convenience stores
Table 79 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 82 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 83 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 84 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

General Merchandise Stores in Indonesia

KEY DATA FINDINGS

Players increasingly combine physical and digital channels in response to pandemic driven shifts in purchasing behaviour
Comprehensive retail concept and product selections important in driving sales
Matahari Department Store retains lead, while Miniso’s share grows
General merchandise stores forecast to see growth driven by store format innovation and expansion of variety stores
Department store players put efforts into maximising omnichannel strategies
Special events with promotions and discounts represent a strategy for players to drive sales
Table 86 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 87 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 89 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 90 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 91 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 92 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 93 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 94 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 95 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 96 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

Apparel and Footwear Specialists in Indonesia

KEY DATA FINDINGS

Trend towards players working to enhance consumer experience through new store concepts
First premium factory outlet opens in Indonesia
Mitra Adi Perkasa retains its leading position
Uniqlo presents new collections in support of sustainability as fast fashion grows
Cole Haan shows its commitment to sustainability through the Mission Green campaign
Limited collection products can be a strategy to trigger hype and generate interest amongst consumers
Table 97 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 98 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 99 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 100 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 101 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 102 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 103 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in Indonesia

KEY DATA FINDINGS

Despite shift to e-commerce, consumers still prefer to purchase some products in physical stores
Trend of diversifying product portfolio seen within the channel
Erajaya Swasembada takes a more expansive approach in terms of its retail offer
Appliances and electronics specialists forecast to see continued growth due to sticky consumer habits
Electronic City Indonesia plans to include EV business across its stores
Yamada Best Indonesia is innovating on store formats and product range to stay competitive
Table 104 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 107 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 108 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 109 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 110 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in Indonesia

KEY DATA FINDINGS

Trend of mindful luxury consumption in home products
Indonesia Design District comprising home products specialists stores launched in PIK 2 area
Ace Hardware stays out in front
Seamless omnichannel innovation at Ace Hardware Indonesia
Katta furniture launches its first store with experiential retail and high-end product lines
Outlet expansion a key strategy for players looking to extend their reach to consumers
Table 111 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 112 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 113 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 114 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 115 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 116 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 117 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 118 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 119 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 120 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 121 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

Health and Beauty Specialists in Indonesia

KEY DATA FINDINGS

Health and beauty specialists are growing well in line with healthy growth in demand for beauty and personal care products in Indonesia
Advertising and themed events help to drive sales of health and beauty specialists
Kimia Farma Apotek retains the lead, while health and beauty specialists benefit from long term trend for beauty and skin care
Ongoing health and wellness trend to boost demand
Aeon Store diversifies its portfolio by launching Aeon Health & Beauty concept, Hero group is focusing on multiple strategies for Guardian
Mybestie, a newcomer in the health and beauty specialist channel, expands through franchise programme
Table 122 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 123 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 124 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 125 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 126 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 127 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 128 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 129 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 130 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 131 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 132 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Direct Selling in Indonesia

KEY DATA FINDINGS

Direct selling suffering due to shift in purchasing habits and consumer preferences
Beauty and skin care products performing relatively well
Citra Nusa Insan Cemerlang exits the direct selling industry in Indonesia
Direct selling to see growth, but continues to face challenge of shift in consumer shopping preferences
Oriflame innovates in terms of its products and sales channel in order to stay competitive
Players focusing more on beauty products
Table 133 Direct Selling by Product: Value 2018-2023
Table 134 Direct Selling by Product: % Value Growth 2018-2023
Table 135 Direct Selling GBO Company Shares: % Value 2019-2023
Table 136 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 137 Direct Selling Forecasts by Product: Value 2023-2028
Table 138 Direct Selling Forecasts by Product: % Value Growth 2023-2028

Retail E-Commerce in Indonesia

KEY DATA FINDINGS

Government support provides a significant push for industry growth
Fashion and beauty products key categories driving growth in retail e-commerce
Shopee launches Shopee Finest segment, spotlighting premium product ranges
E-commerce is expected to see healthy growth over forecast period due to initiatives, investments and sticky consumer habits
Tokopedia tapping into the financial/banking segment by launching Tokopedia Visa Credit Card
Characteristics of TikTok Shop and TikTok Live work like a charm in driving e-commerce sales
Table 139 Retail E-Commerce by Channel: Value 2017-2022
Table 140 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 141 Retail E-Commerce by Product: Value 2017-2022
Table 142 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 143 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 144 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 145 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 146 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 147 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 148 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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