{
  "slug": "id-ecommerce",
  "name": "Indonesia ecommerce",
  "updated": "2026-09-20",
  "page": "https://godofstartups.com/atlas/markets/id-ecommerce",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "facts": [
    {
      "metric": "Made a digital online merchant payment for an online purchase, Indonesia, World Bank Global Findex",
      "value": "5.99",
      "unit": "% of population age 15+ who paid online",
      "geo": "Indonesia",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27a?locations=ID"
    },
    {
      "metric": "Adults who made a digital merchant payment for an online purchase, Indonesia, World Bank Global Findex",
      "value": "5.99",
      "unit": "percent of population age 15+",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27a?locations=ID"
    },
    {
      "metric": "Number of e-commerce businesses, Indonesia",
      "value": "4,40",
      "unit": "million businesses",
      "geo": "Indonesia",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://web-api.bps.go.id/download.php?f=Y4rC5Nbk98OveUILo55mcG15YjExR0t3ZlF2YlgrZ2RDUHp5ZkZRWklpRzVOakRFRkZYTU8vZDFFRWpBYk5HblNYZG13NXgzcGwwRlVkQithYytJOWRiVkFMa2ErMWdUVGk0RTFUdkZFVW1CQUp6aUFXVHJ4dWRBbzhkMHVHZ1RkZUpLZHJ4MFZDQnNGVGJWNzNmaTVxaFg0OU1SU0kzbGo5cFFjckVodDg1cGpoSjZoY3UrSHJwa0FabVhtS2xmNGZJbno5MnJEeTZuZUVEMUFQek8yZlZmcXJSQjYyM2JJUnlIendWb1pVTGZvOVkzTXJCYVBrOUozSmlCNUJRRTZyUzQxRWJWYytNblRJRVg%3D"
    },
    {
      "metric": "Indonesian households owning a computer",
      "value": "18,52",
      "unit": "percent",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.bps.go.id/id/publication/2025/08/29/beaa2be400eda6ce6c636ef8"
    },
    {
      "metric": "Gross National Income per capita, PPP, by country, World Bank",
      "value": "16050",
      "unit": "current international $",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/NY.GNP.PCAP.PP.CD"
    },
    {
      "metric": "Internet users by country, World Bank (individuals using the Internet, % of population)",
      "value": "72.8",
      "unit": "% of population",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/IT.NET.USER.ZS"
    },
    {
      "metric": "Adults who bought something online, Indonesia, World Bank Global Findex",
      "value": "26.3",
      "unit": "percent of population age 15+",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin26b?locations=ID"
    },
    {
      "metric": "Adults who paid cash on delivery for an online purchase, Indonesia, World Bank Global Findex",
      "value": "20.31",
      "unit": "percent of population age 15+",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27b?locations=ID"
    },
    {
      "metric": "New businesses registered, Indonesia, World Bank",
      "value": "182200",
      "unit": "count",
      "geo": "ID",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/IC.BUS.NREG?locations=ID"
    },
    {
      "metric": "Indonesia e-commerce merchants who became inactive sellers (not actively trying to sell online)",
      "value": "21",
      "unit": "percent",
      "geo": "ID",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://documents1.worldbank.org/curated/en/099445501232332098/pdf/IDU0caec16700e19f0417e097dc07b7488cecce8.pdf"
    },
    {
      "metric": "Indonesia e-commerce merchants avoiding digital-platform loans due to high interest rate cost",
      "value": "17",
      "unit": "percent of merchants who did not take a",
      "geo": "ID",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://documents1.worldbank.org/curated/en/099445501232332098/pdf/IDU0caec16700e19f0417e097dc07b7488cecce8.pdf"
    },
    {
      "metric": "World Bank Logistics Performance Index (Overall score), by Southeast Asia country",
      "value": "3",
      "unit": "index score 1",
      "geo": "ID",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/LP.LPI.OVRL.XQ"
    },
    {
      "metric": "Indonesia e-commerce merchants reporting time constraints running their online business",
      "value": "83",
      "unit": "percent",
      "geo": "ID",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://documents1.worldbank.org/curated/en/099445501232332098/pdf/IDU0caec16700e19f0417e097dc07b7488cecce8.pdf"
    },
    {
      "metric": "Indonesia e-commerce merchants who never had prior learning/preparation before starting online selling",
      "value": "34",
      "unit": "percent",
      "geo": "ID",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://documents1.worldbank.org/curated/en/099445501232332098/pdf/IDU0caec16700e19f0417e097dc07b7488cecce8.pdf"
    },
    {
      "metric": "Adults who made a cash payment upon delivery for an online purchase, trend, Indonesia, World Bank Global Findex",
      "value": "11.86 (2021) -> 20.31 (2024)",
      "unit": "% of population age 15+",
      "geo": "Indonesia",
      "period": "2021-2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin27b?locations=ID"
    },
    {
      "metric": "Adults who used a mobile phone or the internet to buy something online, trend, Indonesia, World Bank Global Findex",
      "value": "18.22 (2021) -> 26.30 (2024)",
      "unit": "% of population age 15+",
      "geo": "Indonesia",
      "period": "2021-2024",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin26b?locations=ID"
    },
    {
      "metric": "Adults who used a mobile phone or the internet to buy something online, Indonesia, World Bank Global Findex",
      "value": "18.2204152915163",
      "unit": "percent of adults age 15+",
      "geo": "ID",
      "period": "2021",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/fin26b?locations=ID"
    },
    {
      "metric": "Individuals using the Internet, Indonesia, World Bank (ITU World Telecommunication/ICT Development Report & database)",
      "value": "10.92 (2010) -> 69.21 (2023)",
      "unit": "% of population",
      "geo": "ID",
      "period": "2010-2023",
      "tier": 1,
      "status": "ready",
      "url": "https://data.worldbank.org/indicator/IT.NET.USER.ZS?locations=ID"
    },
    {
      "metric": "Early-stage SaaS/subscription customer churn rate benchmark, global (ChartMogul SaaS Benchmarks Report, n=2,100+)",
      "value": "4",
      "unit": "% monthly churn rate",
      "geo": "GLOBAL",
      "period": "2024",
      "tier": 2,
      "status": "ready",
      "url": "https://recurly.com/research/churn-rate-benchmarks/"
    },
    {
      "metric": "Free-to-paid conversion rate for credit-card-gated SaaS free trials, ChartMogul SaaS Conversion Report",
      "value": "30",
      "unit": "percent conversion",
      "geo": "global",
      "period": "study conducted January 2026",
      "tier": 2,
      "status": "proxy",
      "url": "https://chartmogul.com/reports/saas-conversion-report/"
    }
  ],
  "note": "status: ready = two or more independent sources or an official series; proxy = one source; context = macro background, not a validation figure."
}