AMZ123 has learned that recently, the Association of Internet Service Providers in Indonesia (APJII) released the "Survey on Internet Penetration Rate and Internet User Behavior in Indonesia in 2026". Shopee and TikTok Shop are still the two most visited online shopping platforms by Indonesian users.

However, compared with 2025, the proportion of visitors to Shopee and Lazada has declined, while TikTok Shop has achieved significant growth and has become the fastest - growing platform among major e - commerce platforms.

The survey shows that in 2026, Indonesia's Internet - connected population reached 235.26 million people, accounting for 81.72% of the total national population of 287.89 million, and the Internet penetration rate has further increased.

In terms of e - commerce platform usage, 47.5% of Internet users (who are also e - commerce sellers and buyers) said they would shop online through Shopee. Although Shopee is still the most popular e - commerce platform in Indonesia, this proportion has decreased from 53.2% in 2025.

TikTok Shop ranks second, with 33.4% of respondents choosing to use this platform for shopping. Compared with 2025's 27.4%, it has increased by 6%, becoming the enterprise with the largest increase among major e - commerce platforms in this survey.

Tokopedia is in third place, with 11.2% of respondents visiting this platform in 2026, higher than 9.6% in 2025. In contrast, the proportion of Lazada users has dropped from 9.1% in 2025 to 6.2% in 2026.

The usage rates of other platforms are relatively low. Among them, the proportion of Blibli users is 0.4%, lower than 0.7% in the previous year; Facebook Marketplace is 0.1%, also lower than 0.2% in 2025.

The survey also shows that Shopee and TikTok Shop maintain high influence among different user groups.

From the perspective of gender distribution, Shopee is the platform with the highest number of visits by male and female users. Among male users, 46.7% of respondents chose Shopee, and TikTok Shop and Tokopedia accounted for 28.5% and 14.6% respectively. Among female users, 47.3% of respondents used Shopee for shopping.

It is worth noting that TikTok Shop has a significantly stronger attraction among female groups. Data shows that 36.8% of female respondents will use TikTok Shop for shopping, much higher than that of male user groups.

From the perspective of age and generation division, Shopee maintains a leading position in all age groups.

Among Z - generation users, 46.9% of respondents chose Shopee and 34.7% chose TikTok Shop; among Millennials, Shopee accounted for 47.2% and TikTok Shop reached 32.9%; among X - generation groups, the proportions of Shopee and TikTok Shop were 47.2% and 30.6% respectively; among Baby Boomers, Shopee was 46% and TikTok Shop was 29.3%.

In addition, among the older pre - Baby Boom generation groups, TikTok Shop also shows strong attraction, with a usage rate of 34.8%. Although it is still lower than Shopee's 45.7%, it has shown a relatively high market penetration ability.

Overall, Shopee still firmly occupies the first place in Indonesia's e - commerce market, but its leading advantage is narrowing. At the same time, TikTok Shop is rapidly expanding its market influence with its continuously growing user scale, especially its strong performance among female consumers. Tokopedia maintains steady growth, while platforms such as Lazada are facing the pressure of user loss.

As the number of Internet users in Indonesia exceeds 235 million, the competition in the e - commerce market is also entering a new stage. The survey results show that user traffic is gradually concentrating on platforms with the advantages of content e - commerce and social e - commerce, and the rapid growth of TikTok Shop is changing the competitive pattern of Indonesia's e - commerce market.

Author ✎ Summer/AMZ123
Statement: The copyright of this article belongs to AMZ123. It cannot be reproduced without permission. If authorization is required, please contact: amz123happy

Comments from Sellers' Home

The e - commerce pattern in Indonesia is accelerating differentiation. TikTok Shop has become the biggest variable with an increase of 6% and is approaching the top position. Sellers should prioritize the layout of this platform, and at the same time be wary of the cost increase caused by the erosion of Shopee's traffic, and adjust the multi - platform operation strategy in a timely manner to hedge risks.

Source: Southeast Asian E - commerce Information
Original link: https://www.amz123.com/t/ZJvYHC2T