Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 210.5 million | |
| Digital Ad Spend | $35.8 billion | |
| E-commerce Penetration | 55.0% | of total retail |
| Mobile Commerce Share | 68.2% | of e-commerce GMV |
| Average Time Online | 8h 30m | per day |
Overview
Indonesia's digital market is one of the largest and fastest-growing globally, driven by a massive population, high mobile penetration, and a rapidly expanding e-commerce sector. Digital advertising is essential for reaching this vast audience.
Breakdown
- Digital Ad Spend by Channel (2026): Social Media Ads $14.3B, Search Ads $10.7B, Video Ads $7.2B, Other $3.6B
- E-commerce GMV (2026): $140.5 billion
Key E-commerce Segments: Electronics ($38.5B), Fashion ($35.1B), Home Goods ($21.1B) Outlook
Indonesia's digital market is set for continued explosive growth, fueled by increasing internet accessibility, a young demographic, and a burgeoning digital economy. Mobile commerce will remain the dominant channel for online transactions.
Sources: industry surveys, platform filings, and modeled estimates for 2026
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