Indonesia FMCG e-commerce hits Rp88.4 trillion in H1 2026

Indonesia's FMCG e-commerce sector reached a transaction value of Rp88.4 trillion in the first half of 2026, marking a 29.4% year-on-year growth. Research from Compas.co.id highlights a shift in consumer behavior toward premium formulations at affordable price points. In the beauty sector, products priced below Rp200,000 account for 81% of the total market value.

Specific high-end categories are seeing rapid growth. Extrait de Parfum market share rose from 8.1% in early 2024 to 26.4% in Q2 2026, with quarterly transactions reaching Rp534 billion. Similarly, PDRN serum sales surged 42-fold over two years, reaching Rp25.9 billion per quarter as average prices dropped from Rp315,000 to Rp130,000.

Separately, the Indonesian government has set a transaction target of Rp40 trillion for the 2026 National Online Shopping Day (Harbolnas), a 10% increase from the previous year. Coordinating Minister for Economic Affairs Airlangga Hartarto noted that the government is expanding the scope of Harbolnas to include online travel agents, ride-hailing, and social commerce to bolster the national digital economy.