How to sell to customers in Indonesia

How people pay online

• Digital wallets held 42% of e-commerce payments in 2025, bank transfers 34%, cash on delivery 13% and credit cards 5%. 1
• Bank Indonesia reported QRIS transactions grew 75.80% year on year in Q3 2026, with users and merchants reaching 70.6 million and 49.4 million. 2
• DANA has over 30 million users. 3

Taking payments from abroad

• Antom lists DANA for Indonesian buyers in IDR with merchant entities in Singapore, Hong Kong, the EEA, the US or the UK. 3
• Antom lists GoPay for Indonesian buyers in IDR with merchant entities in Singapore, the US, the UK, the EEA or Hong Kong; GoPay caps a payment at IDR 2,000,000 for non-KYC users and IDR 20,000,000 for KYC users. 4

Import tax and duty on parcels

• Parcels with a customs value up to US$3 pay 0% import duty but still pay 11% VAT and import income tax (PPh 22). 5
• Parcels above US$3 pay 7.5% import duty, 11% VAT and income tax of 10% if the buyer has a tax ID (NPWP) or 20% if not. 5
• Under PMK 96/2023, nine groups of goods including bags (15-20%), textiles and clothing (15-25%) and footwear (25-30%) pay the normal MFN duty rate instead of the flat 7.5%. 6
• Customs warns that splitting or grouping shipments to avoid tax leads to adjustments and sanctions, and each parcel needs an invoice and the recipient's ID. 5

Where to reach buyers

• Indonesia had 180 million social media user identities in October 2025, 62.9% of the population. 7
• In late 2025, TikTok ads could reach 180 million adults, YouTube 151 million, Facebook 121 million and Instagram 108 million. 7

Marketplaces

• Indonesia was the largest Southeast Asian ecommerce market in 2025, with 37% of regional platform GMV, and Shopee ranked first there. 8
• Indonesia's platform ecommerce growth slowed to 2.2% in 2025. 9

Common questions

1. How do people in Indonesia pay online?

   Digital wallets held 42% of e-commerce payments in 2025, bank transfers 34%, cash on delivery 13% and credit cards 5%. More on payments

2. Can a business outside Indonesia accept the payment methods people there use?

   Antom lists DANA for Indonesian buyers in IDR with merchant entities in Singapore, Hong Kong, the EEA, the US or the UK. More on taking payments

3. Do customers in Indonesia pay import tax or duty on goods bought from abroad?

   Parcels with a customs value up to US$3 pay 0% import duty but still pay 11% VAT and import income tax (PPh 22). More on import tax

4. Where should a business advertise to reach buyers in Indonesia?

   Indonesia had 180 million social media user identities in October 2025, 62.9% of the population. More on ads

5. Which online marketplaces are biggest in Indonesia?

   Indonesia was the largest Southeast Asian ecommerce market in 2025, with 37% of regional platform GMV, and Shopee ranked first there. More on marketplaces