Indonesia e-commerce sees rising FMCG prices and new AI marketing tools

The Indonesian e-commerce landscape is experiencing significant shifts in both marketing technology and consumer spending patterns. Tigo AI has introduced an artificial intelligence-driven marketing ecosystem designed to improve advertising efficiency. The platform integrates AI-generated content production—including short videos and scripts—with a network of over 100,000 local micro-creators to drive engagement across platforms like TikTok and Instagram.

Simultaneously, data from Compas.co.id reveals that rising transaction values in the Fast-Moving Consumer Goods (FMCG) e-commerce sector are being driven largely by price increases rather than volume. In the first half of 2026, FMCG transaction values reached Rp 88.4 trillion, a 29.4% year-on-year increase. This growth is attributed to rising average prices in categories such as homecare, food and beverage, and beauty products. For instance, while homecare sales value grew by 78.3%, sales volume only increased by 42%, indicating that price hikes accounted for a significant portion of the revenue growth.