Gojek-Tokopedia melebur jadi satu entitas bisnis yang diberi nama GoTo. (Dok. GoTo)
Insight Langit Biru

Top 10 Best Selling E-Commerce 2021 in Indonesia: Tokopedia Becomes the Champion, Shopee Couped

  • JAKARTA – Indonesia is one of the largest digital economy players in the Southeast Asia region. In fact, the Ministry of Finance reported that the value of digi
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Fadel Surur

Fadel Surur

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JAKARTA – Indonesia is one of the largest digital economy players in the Southeast Asia region. In fact, the Ministry of Finance reported that the value of digital transactions in the country reached Rp 638 trillion in 2020.

Bank Indonesia (BI) also recorded that digital economic and financial transactions in July 2021 consistently grew in line with the increasing trend of online shopping, expansion of digital payments, and acceleration of digital banking.

According to BI records, the value of electronic money (EU) transactions increased by 57.71% (year-on-year/yoy) to reach Rp. 25.4 trillion. The value of digital banking transactions also grew 53.08% yoy to Rp3,410.7 trillion.

Meanwhile, transaction volume also increased by 56.07% yoy to 649.8 million transactions. The value of payment transactions using ATM cards, debit cards and credit cards was recorded at Rp642.3 trillion, growing by 6.84% yoy.

The soaring prestige of online trading cannot be separated from the role of the COVID-19 pandemic which has forced people to switch from conventional systems to digital. From a series of transformed sectors, e-commerce is the main driver of the development of the digital economy in Indonesia.

Although indeed, the e-commerce sector has accelerated since the last few years before the pandemic. According to Google, Temasek, and Brain research entitled e-Conomy SEA 2020, Gross Merchandise Value (GMV) from e-commerce was able to grow 1,135.3% from US$1.7 billion in 2015 to US$21 billion in 2019.

The trend of rapid growth in the e-commerce sector is predicted to reach US$82 billion by 2025. In the midst of the flourishing e-commerce field, of course we can see the main players who are enjoying the glory of the digital era.

In Indonesia, e-commerce storefronts are decorated by startups from within and outside the country. All of them compete freely to seize Indonesia's enormous digital market.

In the last three years, to be precise during the first quarter of 2019 to the first quarter of 2021, the competitive landscape of digital trading platforms has been observed to be quite dynamic. Several e-commerce companies are competing for the position as the most accessed marketplace.

Based on Similiarweb data for the January-June 2021 period, Tokopedia is the most visited e-commerce platform for Indonesians. Per month, Tokopedia is visited by 132.8 million times.

Following below, respectively, are Shopee (116 million times) and Bukalapak (28.9 million). From different sources, TrenAsia.com compiles statistics for the first quarter of 2021 from iprice.co.id.

Here are the 10 e-commerce sites with the most monthly website visitors in Indonesia:

1. Tokopedia

This unicorn is observed to be busy with various corporate actions. One of them is the merger with Gojek some time ago to become GoTo. With the merger, the public's exposure to Tokopedia is getting wider.

In fact, Tokopedia was able to overtake the defending champion since last year, namely Shopee in first place. In the first three months of this year, Tokopedia managed to capture 135.07 million monthly website visitors.

This figure jumped by 88.82% from monthly visits in the same period in 2020, which was 71.53 million visitors. However, if pulled back further, the number of Tokopedia visits in the first quarter of 2019 was recorded as the highest so far this year.

At that time, Tokopedia received 137.20 million monthly visits. As a result, the actual number of monthly Tokopedia visits earlier this year has not been able to compete with the first quarter of 2019.

Meanwhile, in the AppStore ranking, iprice noted that Tokopedia was in 2nd place, and placed 4th in Playstore.

In the same period, the number of followers of the official Tokopedia account on Twitter social media was recorded at 807,100, Instagram 3.41 million, Facebook 6.53 million, and has 5,365 employees.

2. Shopee

Shopee is known to have dominated the number of monthly visits throughout 2020, unfortunately at the beginning of this year it had to be shifted slightly to rank two. Shopee is recorded to have 124.40 million monthly website visitors.

Despite being knocked out a bit, Shopee remains the defending champion in the context of e-commerce rankings on the AppStore and PlayStore.

The good news is, even though the rankings are down, Shopee's monthly site visitors are still growing beautifully. Compared to the first quarter of 2020, the number of monthly visitors increased by 73.91% year-on-year.

At that time, Shopee was already in first place. The increase in the number of monthly visitors has also been recorded since the first quarter of 2019, during that period Shopee was visited by 71.53 million visitors per month.

Then, in the first quarter of 2021, the number of followers of the official Shopee account on Twitter social media was recorded at 578,000, Instagram 7.65 million, Facebook 21.55 million, and has 10,530 employees.

With that many employees, Shopee is the e-commerce with the largest number of employees in Indonesia.

3. Bukalapak

In third place is Bukalapak, the only e-commerce that has taken the floor on stock exchange, seems to feel at home in its current position. Since last year, Bukalapak ranks third in e-commerce with the most monthly site visitors.

In detail, in the first quarter of 2021 it was 34.17 million, in the second quarter of 2020 it was 37.63 million, and in the first quarter of 2019 it even reached 115.25 million. From the data for three consecutive years, Bukalapak experienced a consistent decrease in the number of monthly visits.

Judging from its official social media, Bukalapak has the fewest e-commerce among its five main competitors. The number of followers of the official Bukalapak account on Twitter social media is recorded at 206,000, Instagram 1.56 million, Facebook 2.51 million, and has 2,371 employees.

4. Lazada

Perched in fourth place is Lazada with 30.51 million monthly web visitors. beating the number of visitors, Lazada's ranking on the AppStore is third and the PlayStore second.

Compared to the first quarter of 2020, Lazada's monthly visitors have increased. In that period, Lazada's monthly visitors amounted to 24.40 million. Again, 2019 was a golden period for a number of e-commerce, Lazada itself recorded a monthly number of visitors of up to 52.04 million.

Meanwhile, the number of followers of Lazada's official accounts on Twitter social media is recorded at 425,000, Instagram 2.91 million, Facebook 31.24 million, and has 3,997 employees.

5. Blibli

Blibli ranks fifth as e-commerce with the highest number of monthly website visitors in Indonesia. It was recorded that Blibli's monthly visitors in the first quarter of 2021 reached 19.59 million.

In the same period, the number of followers of the official Blibli account on Twitter social media was recorded at 525,300, Instagram 1.59 million, Facebook 8.59 million, and has 1,999 employees.

According to the same data, Blibli's monthly visits have actually decreased since the first quarter of 2019 until the first quarter of 2021. In the first quarter of 2019, Blibli recorded 32.59 million monthly website visits.

However, in the first quarter of 2020, it only recorded 17.60 million visits. This means that there is a correction of 14.99% year on year (yoy) compared to the same period the previous year.

In total, Blibli experienced a 39.88% decrease in the number of site visits during the first quarter of 2019 to the first quarter of 2021.

In the sixth position, there is Bhinneka with 6.72 million visitors per month. Followed by seventh palce Orami (5.34 million), eighth Ralali (4.47 million), ninth JD ID (4.06 million), then Zalora (2.86 million).

Author: Ananda Astri Dianka
Editor: Sukirno