Indonesia’s e-commerce market was estimated at US$57.7 billion in GMV in 2025 according to Momentum Works, dominated by Sea Group’s Shopee at 54 percent market share, followed by TikTok Shop at 38 percent.
Teenagers pose for a photo while holding smartphones in front of a TikTok logo in this illustration taken on Sept. 11, 2025. (Reuters/Dado Ruvic)
Southeast Asia's creator economy is transforming the way people shop online, as content commerce captured 32 percent of the region's e-commerce gross merchandise value (GMV) in 2025, according to Momentum Works' E-commerce in Southeast Asia 2026 report.The trend is especially pronounced in Indonesia, Southeast Asia's largest e-commerce market, which accounted for about 37 percent of the region's online transactions.
Christie Basil, a content creator and wedding gown designer, told The Jakarta Post on June 17 that the discovery mechanism on TikTok, which emphasizes creator-driven shopping, has transformed the way customers discover her brand.
Over the past five years, since she began creating content for her brand, her business has grown significantly. Her wedding gowns now command prices up to 10 times higher than before, and she estimates that TikTok accounts for 80 to 90 percent of her customer conversions.
