AMZ123 has learned that, according to the "Indonesia FMCG E-commerce Market Insights Report for H1 2026" released by Compas.co.id, from January to June 2026, FMCG (fast-moving consumer goods) transaction value on Indonesian e-commerce platforms reached IDR 88.4 trillion, up 29.4% year-on-year.

At the same time, sales volume increased in nearly all major categories, showing that online FMCG consumption is gradually shifting from promotion-driven activity to more stable market expansion.

The report covers five major categories: Beauty & Care, Food & Beverages, Healthcare, Mom & Baby, and Homecare. Data comes from Shopee, ShopTokopedia, Lazada, and Blibli, with a statistical period of January to June 2026.

By category, FMCG online consumption grew almost across the board. Beauty & Care sales rose 20.8% year-on-year, with volume up 12.8%; Food & Beverages performed more strongly, with sales up 52.1% and volume up 33%; Healthcare sales rose 24.4%, with volume up 20%.

Homecare became the fastest-growing category, with sales surging 78.3% year-on-year and volume up 42%, making it the highest-growth category in Indonesia's FMCG e-commerce market in H1 2026. Mom & Baby growth was relatively moderate, with sales up 18.7% and volume up 3.6%.

Notably, this FMCG market growth was not only reflected in sales value; sales volume also increased. The report believes that simultaneous growth in sales value and volume means the growth foundation of the FMCG e-commerce market in H1 2026 was more solid, rather than being driven solely by price increases or other single factors.

As FMCG consumption shifts online faster, Indonesia's e-commerce market is further concentrating toward leading platforms. Compas data shows that Shopee and ShopTokopedia together accounted for 99% of sales in all FMCG categories in H1 2026. However, the two platforms' growth paths were different.

In Beauty, Food & Beverages, Healthcare, and Mom & Baby, official stores on ShopTokopedia grew most significantly. Shopee regained dominance in the Homecare category, with a market share of 69%, up 8% from H2 2025.

The report notes that brands hoping to expand online in H2 2026 cannot operate the two platforms with the same strategy. Although the FMCG e-commerce market is already highly concentrated on the two major platforms, Shopee and ShopTokopedia differ in transaction volume, seller competition, and growth pace across categories, so brands need to adjust their operations based on the characteristics of each platform and category.

In addition to platform changes, Ramadan and Eid al-Fitr in Q1 2026 also significantly boosted online FMCG consumption. Compas found that many of the fastest-growing subcategories in H1 were directly related to consumer demand during Ramadan and Eid al-Fitr.

In Food & Beverages, Mineral Water sales rose 219% year-on-year, making it the fastest-growing subcategory; Cooking Oil rose 123%, and Candy rose 121%. Compas believes that pre-dawn meals before fasting, breaking fast, and Eid celebrations drove demand for these products.

The Beauty category was also driven by holiday consumption. Nail Polish sales rose 119%, Setting Spray rose 85%, and Eyeshadow rose 77%. In Healthcare, Eye Care sales rose 91%.

In Mom & Baby, Baby Sun Care rose 50%, and Baby Cologne rose 46%. In Homecare, Insektisida (insecticide) led with sales up 162% year-on-year, making it one of the highest-growth products among all subcategories covered in the report.

The pattern of rising FMCG e-commerce sales during Ramadan and Eid has also appeared in previous years, and this period is often the annual sales peak. Therefore, for FMCG brands, grasping seasonal consumption patterns, arranging marketing timing in advance, and adjusting product supply according to holiday demand can further improve sales performance.

Although the market keeps expanding and thousands of new brands enter each quarter, the brands already operating on platforms still drive actual sales growth. Compas data shows that in the five major FMCG categories tracked in H1 2026, existing brands contributed 92% to 96% of incremental sales.

Beauty & Care is a typical example. In H1 2026, a total of 4,219 new brands entered the market, but these new brands contributed only about IDR 600 billion in new sales, while the category's overall new sales reached IDR 7.4 trillion.

Homecare showed a similar situation: 1,730 new brands entered the market but brought only about IDR 100 billion in new sales, while the category's overall sales growth reached IDR 2 trillion.

This means that although a large number of new brands continue to pour into Indonesia's FMCG e-commerce market, the main driver of market growth remains in the hands of brands with an established sales base. However, new brands are not without opportunities. Compas found that some new entrants have achieved rapid ranking rises, while some brands have gradually lost growth momentum, and market competition continues to change.

Author ✎ Summer/AMZ123
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Source: Southeast Asia E-commerce News
Original link: https://www.amz123.com/t/OfVmJv0J