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2025 Developments
Retail in Indonesia demonstrates strong appeal to both international and regional investors, standing out as a priority in Southeast Asia due to rapid expansion by both foreign and local players. Although a 5% value growth in 2025 signals moderation compared to previous years, the environment remains highly dynamic, shaped by digital integration, shifting consumer preferences, and intensifying competition. Retail e-commerce, which recorded a 10% increase in value in 2025, plays a pivotal role in reshaping consumer engagement and purchasing behaviour. At the same time, convenience retailers and variety stores are experiencing strong growth, driven by consumer demand for speed, accessibility, and enhanced in-store experiences.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail 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 Retail 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 Retail in Indonesia report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- 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 Retail in Indonesia?
- Which are the leading retailers in Retail in Indonesia?
- How are products distributed in Retail 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?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in Indonesia
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Retail
Retail Records Moderate Growth as Structural Shifts and Evolving Retail Formats Reshape the Market
Small Local Grocers Leads Sales While Retail E-Commerce Drives Double-Digit Growth
Livestream Shopping and Social Commerce Reshape Retail through Real-Time Engagement and Digital-Driven Growth
Chart 2 Uniqlo Indonesia Launches Daily Livestream Shopping on Its App and Tiktok
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Strong Growth Is Set to Be Driven by Rising Consumption, Macroeconomic Stability and the Rapid Expansion of Digital Retail Channels
Chart 5 Analyst Insight for Retail
Convenience Retailers and Variety Stores Will Drive Offline Growth as Retail E-Commerce Leads Channel Expansion
Experiential Retail Concepts Are Set to Integrate Lifestyle, Culture and Sustainability to Drive the Evolution of Physical Retail Spaces
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Chart 8 Space Available Launches an Experiential Compound Space in Kemang, Jakarta
A Gradual Consolidation Is Led by Sea Ltd and Tokopedia Pt as Cross-Channel Competition Intensifies
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 11 Standard Opening Hours by Channel Type 2025
Seasonality
Eid Al-Fitr/Lebaran
School holidays
Harbolnas (National Online Shopping Day)
Christmas
Chart 12 Economic Context for Retail
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Retail
Chart 16 Population 2020-2030
Chart 17 Population by Generation 2025
Convenience Retailers in Indonesia
Key Data Insights
Convenience Retailers Summary
Chart 18 Key Industry Trends for Convenience Retailers
Network Expansion Outpaces Sales Growth in Indonesia’S Convenience Retailer Market
Alfamart and Indomaret Broaden Private Label Ranges to Boost Margins and Appeal
Chart 19 Retailers Continue to Strengthen Private Label Offerings
Social Commerce Accelerates Digital Transformation in Convenience Retailers
Chart 20 Top Players Leverage Consumers' Live-Watching Habits to Expand Sales
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Sustained Growth Is Expected to Be Supported by Expansion and Resilient Demand
Chart 23 Analyst Insight for Convenience Retailers
Convenience Stores Will Retain the Lead as Forecourt Retailers Accelerate with Foodservice
Digital Strategies and Data-Driven Assortment Is Set to Reshape Shopper Engagement
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Sumber Alfaria Trijaya Tbk Pt and Indoritel Makmur Internasional Tbk Pt Maintain the Lead through Expansion
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Chart 28 Economic Context for Convenience Retailers
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Convenience Retailers
Chart 32 Population 2020-2030
Chart 33 Population by Generation 2025
Supermarkets in Indonesia
Key Data Insights
Supermarkets Summary
Chart 34 Key Industry Trends for Supermarkets
Value-Driven Shopping Sustains Supermarkets Resilience in a Cautious Economy
Private Label Strengthens Affordability-Led Competition in Supermarkets
Chart 35 Super Indo’S Private Label Reinforces Everyday Affordability without Compromising Quality
Chart 36 Value Sales 2020-2030
Chart 37 Analyst Insight for Supermarkets
Steady Growth Is Set to Support Format Shifts in Indonesia’S Supermarkets
Technology-Led Transformation Is Expected to Reshape Supermarkets Operations
Chart 38 Forecast Value Sales 2020-2030
Lion Superindo - Gelael Pt Consolidates Its Leadership in a Highly Concentrated Market
Chart 39 Super Indo Consistently Offers Low Prices to Solidify Its Leading Position
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Chart 42 Economic Context for Supermarkets
Chart 43 Real Gdp Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Supermarkets
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Hypermarkets in Indonesia
Key Data Insights
Hypermarkets Summary
Chart 48 Key Industry Trends for Hypermarkets
Hypermarkets Faces an Ongoing Decline as Structural Retail Shifts Intensify
Players Use Innovative Promotions to Attract Value-Seeking Shoppers
Chart 49 All-You-Can-Take Promotions Gain Popularity among Hypermarkets
Private Label Premiumisation Impacts Hypermarket Positioning
Chart 50 Lotte Mart Continues to Expand Its L Choice Selection with Premiumised Products
Chart 51 Value Sales 2020-2030
Chart 52 Analyst Insight for Hypermarkets
A Moderate Recovery Will Be Supported by Format Transformation in Hypermarkets
Experiential Retail and Omnichannel Integration Are Set to Shape the Future of Hypermarkets
Strategic Adaptation and Selective Investment Will Support Hypermarkets Recovery
Chart 53 Forecast Value Sales 2020-2030
Hypermart Leverages Scale as Transmart Carrefour Loses Ground in Hypermarkets
Chart 54 Company Shares 2025
Chart 55 Brand Shares 2025
Chart 56 Economic Context for Hypermarkets
Chart 57 Real Gdp Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Hypermarkets
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025
Small Local Grocers in Indonesia
Key Data Insights
Small Local Grocers Summary
The Resilience of Small Local Grocers during Modern Retail Expansion Is Largely Driven by Deep-Rooted Community Connections
Digital Payment Adoption Enables Small Local Grocers to Remain Competitive
Chart 62 Value Sales 2020-2030
Small Local Grocers Is Set to Deliver Modest Growth Supported by Digitalisation and Value-Focused Demand
Small Local Grocers Will Need to Balance Digitalisation and Competitive Pressure From Modern Retail Formats
Chart 63 Forecast Value Sales 2020-2030
Chart 64 Economic Context for Small Local Grocers
Chart 65 Real Gdp Growth 2020-2030
Chart 66 Inflation 2020-2030
Chart 67 Consumer Context for Small Local Grocers
Chart 68 Population 2020-2030
Chart 69 Population by Generation 2025
General Merchandise Stores in Indonesia
Key Data Insights
General Merchandise Stores Summary
Chart 70 Key Industry Trends for General Merchandise Stores
Variety Stores Drives Strong Value Growth as Experiential Retail Impacts Sales
Chart 71 Miniso’S Blackpink Pop-Up Experience
Ai-Driven Transformation Reshapes Consumer Engagement in General Merchandise Stores
Chart 72 Oh!Some Holds a Lucky Draw to Boost Membership Sign-Ups
Chart 73 Value Sales 2020-2030
Chart 74 Value Sales by Category 2025
Variety Stores Is Expected to Attract Young Shoppers by Offering Curated and Themed Experiences
The Shift Towards Thematic, Experience-Led Retail Is Set to Redefine Competitiveness
Chart 75 Forecast Value Sales 2020-2030
Chart 76 Forecast Value Sales by Category 2025-2030
Department Stores Declines during the Rapid Expansion of Miniso and Oh!Some
Chart 77 Brand Shares 2025
Chart 78 Economic Context for General Merchandise Stores
Chart 79 Real Gdp Growth 2020-2030
Chart 80 Inflation 2020-2030
Chart 81 Consumer Context for General Merchandise Stores
Chart 82 Population 2020-2030
Chart 83 Population by Generation 2025
Apparel and Footwear Specialists in Indonesia
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 84 Key Industry Trends for Apparel and Footwear Specialists
Apparel and Footwear Specialists Decline Due to Digital Disruption and Cautious Spending
Digital-First Innovation Reshapes Apparel and Footwear Specialists
Chart 85 Uniqlo Runs Daily Live Sessions across Social Media
Physical Retail Innovation Strengthens Experiential Engagement in Apparel and Footwear
Chart 86 Zes Opens Its First Store in Blok M with Zes Café, Featuring Local Coffee and Sushi Brands
Chart 87 Value Sales 2020-2030
Chart 88 Analyst Insight for Apparel and Footwear Specialists
Local Brands Are Set to Leverage Slow Fashion to Outpace Mid-Range Rivals
Digital-First Platforms Are Expected to Accelerate Live Shopping and Peer-Driven Purchasing
Omnichannel Agility Will Be Supported by Stable Macroeconomic Fundamentals
Chart 89 Forecast Value Sales 2020-2030
Uniqlo Strengthens Its Leadership in a Highly Fragmented Apparel and Footwear Market
Chart 90 Company Shares 2025
Chart 91 Brand Shares 2025
Chart 92 Economic Context for Apparel and Footwear Specialists
Chart 93 Real Gdp Growth 2020-2030
Chart 94 Inflation 2020-2030
Chart 95 Consumer Context for Apparel and Footwear Specialists
Chart 96 Population 2020-2030
Chart 97 Population by Generation 2025
Appliances and Electronics Specialists in Indonesia
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 98 Key Industry Trends for Appliances and Electronics Specialists
Moderate Growth for Appliances and Electronics Specialists during Cautious Consumer Spending
Omnichannel Expansion and Discounting Drive a Competitive Advantage
Chart 99 Erafone Draws Crowds with Festival Belanja, Offering Deep Discounts and Flexible Payment
Chart 100 Value Sales 2020-2030
Growth Is Set to Be Driven by Returning Purchasing Power and Ongoing Demand for Smartphones
Omnichannel Integration and the Transformation of Physical Retail Will Be Key to Growth
Chart 101 Erafone Expands Its Online Presence to Strengthen Its Omnichannel Approach
Chart 102 Forecast Value Sales 2020-2030
The Market Is Increasingly Concentrated, with Erajaya Swasembada Maintaining Its Lead
Chart 103 Company Shares 2025
Chart 104 Brand Shares 2025
Chart 105 Economic Context for Appliances and Electronics Specialists
Chart 106 Real Gdp Growth 2020-2030
Chart 107 Inflation 2020-2030
Chart 108 Consumer Context for Appliances and Electronics Specialists
Chart 109 Population 2020-2030
Chart 110 Population by Generation 2025
Home Products Specialists in Indonesia
Key Data Insights
Home Products Specialists Summary
Chart 111 Key Industry Trends for Home Products Specialists
Home Products Specialists Sustains Growth during Stable Macroeconomic Conditions
Home Improvement and Gardening Stores Drives Growth through Rapid Outlet Expansion and Scale Advantages
Chart 112 Malaysia’S Mr Diy Leads through an Aggressive Store Expansion
Azko Reinvents Its Physical Stores to Drive Engagement and Loyalty
Chart 113 Azko Revamped Its Stores to Boost Sales and Footfall
Chart 114 Value Sales 2020-2030
Chart 115 Value Sales by Category 2025
Homewares and Home Furnishing Stores Is Set to Overtake Home Improvement and Gardening Stores
Chart 116 Analyst Insight for Home Products Specialists
Value-Driven Consumption and Omnichannel Expansion Is Set to Reshape Home Products Specialists
Resilient Growth Is Expected to Be Sustained by Rising Incomes and Stable Inflation
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Mr Diy’S Rapid Outlet Expansion Reshapes Competitive Dynamics in Home Product Specialists
Chart 119 Company Shares 2025
Chart 120 Brand Shares 2025
Chart 121 Economic Context for Home Products Specialists
Chart 122 Real Gdp Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Home Products Specialists
Chart 125 Population 2020-2030
Chart 126 Population by Generation 2025
Health and Beauty Specialists in Indonesia
Key Data Insights
Health and Beauty Specialists Summary
Chart 127 Key Industry Trends for Health and Beauty Specialists
Health and Beauty Specialists Records Steady Growth Amid Shifting Consumer Dynamics
Pharmacies Leads Channel Performance While Health and Personal Care Stores Regains Momentum
Chart 128 Sociolla Expands Offline While Enhancing Its Online Perks
Omnichannel Expansion and Experiential Retail Reshape Health and Beauty Specialists
Chart 129 Saturdays Enhances the Retail Experience with a Café and Pop-Up Presence
Chart 130 Value Sales 2020-2030
Chart 131 Value Sales by Category 2025
Chart 132 Analyst Insight for Health and Beauty Specialists
Growth Will Be Supported by Pharmacies and Stable Macroeconomic Conditions
Beauty Specialists Will Harness Agility and In-Store Technology to Support Growth
Local Brands, Rapid Trend Cycles and Data-Driven Agility Are Set to Reshape Retail Dynamics
Chart 133 Forecast Value Sales 2020-2030
Chart 134 Forecast Value Sales by Category 2025-2030
Fragmentation Intensifies as Leading Players Expand through Omnichannel and Store Networks
Chart 135 Company Shares 2025
Chart 136 Brand Shares 2025
Chart 137 Economic Context for Health and Beauty Specialists
Chart 138 Real Gdp Growth 2020-2030
Chart 139 Inflation 2020-2030
Chart 140 Consumer Context for Health and Beauty Specialists
Chart 141 Population 2020-2030
Chart 142 Population by Generation 2025
Direct Selling in Indonesia
Key Data Insights
Direct Selling Summary
Chart 143 Key Industry Trends for Direct Selling
Regulatory Constraints and Shifting Consumer Engagement Drive an Ongoing Decline in Indonesia’S Direct Selling Channel
Health and Beauty Direct Selling Leads Value Sales as Foods Direct Selling Records Strong Growth
Chart 144 Herbalife's Running Event Aims to Engage a Younger Audience
Chart 145 Value Sales 2020-2030
Chart 146 Value Sales by Category 2025
Digital Integration Is Expected to Reshapes Sales Strategies for Younger Consumers
Chart 147 Analyst Insight for Direct Selling
Premiumisation in Health and Beauty Contrasts with the Rapid Expansion of Foods Direct Selling
Chart 148 Forecast Value Sales 2020-2030
Chart 149 Forecast Value Sales by Category 2025-2030
Herbalife Indonesia Pt Navigates Regulatory Challenges as Tupperware Exits the Market
Chart 150 Company Shares 2025
Chart 151 Brand Shares 2025
Chart 152 Economic Context for Direct Selling
Chart 153 Real Gdp Growth 2020-2030
Chart 154 Inflation 2020-2030
Chart 155 Consumer Context for Direct Selling
Chart 156 Population 2020-2030
Chart 157 Population by Generation 2025
Retail E-Commerce in Indonesia
Key Data Insights
Retail E-Commerce Summary
Chart 158 Key Industry Trends for Retail E-Commerce
Strong Growth Is Driven by Livestream Commerce, Innovation and Resilient Consumer Demand
Marketplace E-Commerce Expansion Is Driven by Social Shopification
Erafone’s Omnichannel Model Delivers Digital Convenience with Offline Trust
Chart 159 Value Sales 2020-2030
Chart 160 Value Sales by Category 2025
Marketplace E-Commerce Is Set to Lead Growth Due to Its Scalability, Social Commerce Integration, and Digital Payment Adoption
Chart 161 Analyst Insight for Retail E-Commerce
Grocery E-Commerce Is Expected to Accelerate Omnichannel Strategies to Drive Growth
Social Commerce, Digital Payments, and Omnichannel Integration Are Set to Drive the Next Phase of Retail E-Commerce Growth
Chart 162 Forecast Value Sales 2020-2030
Chart 163 Forecast Value Sales by Category 2025-2030
Market Concentration Intensifies as Shopee Extends Its Dominance and Tiktok Shop Gains Momentum
Chart 164 Company Shares 2025
Chart 165 Brand Shares 2025
Chart 166 Economic Context for Direct Selling
Chart 167 Real Gdp Growth 2020-2030
Chart 168 Inflation 2020-2030
Chart 169 Consumer Context for Direct Selling
Chart 170 Population 2020-2030
Chart 171 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- 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
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- 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
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Retail
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, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. 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.
See all of our definitions
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