Shopee Indonesia (shopee.co.id)
Indonesia's largest e-commerce marketplace by traffic, part of the regional Shopee network.
Shopee Indonesia at a glance
Shopee Indonesia is an e-commerce website and one of the most visited sites in Indonesia, currently ranked #2 in the country. It was founded in 2015 (Indonesia launch) by Forrest Li (Sea Limited founder); Chris Feng (Shopee) and is headquartered in Singapore (regional HQ); Jakarta (Indonesia office). Today Shopee Indonesia is owned by Sea Limited. Our estimates put its audience at ≈ 170 million visits per month. The business earns money mainly through commission and success fees on transactions, sponsored placements and featured listings, subscription or membership tiers. Its closest rivals include Tokopedia, Bukalapak, Blibli, Detik.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ ≈ 170 million | +2% |
| Q2 | ≈ ≈ 170 million | -1% |
| Q3 | ≈ ≈ 170 million | +5% |
| Q4 | ≈ ≈ 170 million | +1% |
Traffic sources
- Direct35%
App and bookmark traffic
- Organic search32%
- Referral12%
- Social14%
- Paid & other7%
Audience & demographics
- Men52%
- Women48%
- Age 18-2426%
- Age 25-3434%
- Age 35-5428%
- Age 55+12%
Shopee Indonesia's audience is concentrated among younger, urban, mobile-first Indonesians in Java's major cities, reflecting the country's smartphone-led internet adoption.
Geographic reach
- Indonesia88%
- Malaysia3%
- Singapore2%
- Other7%
SEO profile
- Organic keywords
- ≈ 1.8 million
- Estimated organic traffic
- ≈ ≈ 170 million
- Strongest clusters
- E-commerce category and brand terms in Bahasa Indonesia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| shopee indonesia | 1 | Very high | — |
| shopee indonesia indonesia | 1 | High | — |
| shopee indonesia login | 1 | High | — |
Backlink profile
- Referring domains
- ≈ 140 thousand
- Link profile
- Cited by Indonesian tech, business and consumer media
Top referral sources
- Google45%
- Direct / app30%
- Facebook10%
- Instagram8%
- Other7%
Technology stack
Website technologies
Advertising & analytics technologies
Shopee Indonesia runs a microservices architecture on cloud infrastructure to handle high-volume mobile traffic typical of Indonesia's app-first market.
Mobile app statistics
- Cumulative app downloads
- ≈ 110 million
- Monthly active app users
- ≈ 30 million
Company information
- Website
- shopee.co.id
- Sector
- E-commerce
- Owner
- Sea Limited
- Owner type
- Private company
- Founders
- Forrest Li (Sea Limited founder); Chris Feng (Shopee)
- Founded
- 2015 (Indonesia launch)
- Headquarters
- Singapore (regional HQ); Jakarta (Indonesia office)
- Employees
- ≈ 5,000 (Indonesia operations, estimate)
- Ownership
- Sea Limited holds full or majority control of Shopee Indonesia's operating entity in Indonesia.
- Valuation
- Not independently disclosed; part of a larger group valuation
- Revenue
- ≈ IDR 1.8 trillion annually (segment estimate)
- Languages
- Indonesian, with English support
- Top traffic sources
- Direct navigation, organic search, app deep links
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 2015 | Founded | N/A | Founding team |
| 2020s | Group integration / listing | N/A | Sea Limited |
Financials
- Segment revenue
- ≈ IDR 1.8 trillion / year
- Funding model
- Group-backed or publicly listed financing
Business model & revenue
Shopee Indonesia operates as the Indonesian arm of the Singapore-headquartered Shopee marketplace, known for flash sales and social commerce features, monetising primarily through transaction commissions and advertising targeted at Indonesia's large online population.
- Commission and success fees on transactions
- Sponsored placements and featured listings
- Subscription or membership tiers
- Programmatic advertising exchanges
Products & services
Core e-commerce platform serving Indonesian consumers.
Primary channel for transactions and engagement.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Registered merchants/partners
- ≈ 7 million
- Advertisers
- Local and multinational brands
International presence
- Regional footprint
- Part of a broader Southeast Asian network
Employee statistics
Customer statistics
API & developer information
- Developer/partner API
- Available to selected merchant, advertiser or media partners
Website rankings
- Indonesia sector rank
- #2
- Overall Indonesia web traffic rank
- ≈ Top 4
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Tokopedia | Comparable scale | — | Direct sector rival |
Overview
Shopee Indonesia (shopee.co.id) is the Indonesian arm of the Singapore-headquartered Shopee marketplace, known for flash sales and social commerce features, ranked #2 among Indonesia's top websites in the E-commerce sector.
Traffic Statistics
Shopee Indonesia attracts an estimated ≈ 170 million monthly visits, with strong mobile app usage typical of Indonesia's smartphone-driven internet market.
Traffic Sources
Traffic is split fairly evenly between direct navigation, organic search and social referrals, reflecting Shopee Indonesia's established brand recognition in Indonesia.
Audience & Demographics
Shopee Indonesia's user base skews toward younger, urban Indonesians aged 18-34, with a roughly even gender split.
Geographic Reach
The vast majority of traffic, around 88%, originates from Indonesia, with smaller shares from neighbouring Malaysia and Singapore.
SEO Profile
Shopee Indonesia ranks strongly for Bahasa Indonesia brand and category keywords, driving a large share of organic search traffic.
Technology Stack
The platform runs on modern cloud-native infrastructure, combining mobile app frameworks with scalable backend microservices to serve Indonesia's large user base.
Social Media Statistics
Shopee Indonesia maintains an active presence on Instagram, Facebook, X and YouTube, engaging millions of Indonesian followers.
Mobile App Statistics
The Shopee Indonesia app has been downloaded tens of millions of times, reflecting Indonesia's mobile-first digital consumption habits.
Company Information
Founded in 2015 and headquartered in Singapore (regional HQ); Jakarta (Indonesia office), Shopee Indonesia is owned by Sea Limited.
Ownership & Investors
Shopee Indonesia operates under Sea Limited, which holds full or majority control of its Indonesian operations.
Financials
Segment revenue is estimated at roughly IDR 1.8 trillion annually, generated primarily through commissions and advertising.
Business Model
Shopee Indonesia operates as the Indonesian arm of the Singapore-headquartered Shopee marketplace, known for flash sales and social commerce features, monetising primarily through transaction commissions and advertising targeted at Indonesia's large online population.
Products & Services
Shopee Indonesia's core offering centres on its e-commerce platform, complemented by a widely used mobile application.
Competitors
Key competitors include Tokopedia, Bukalapak, Blibli, Detik.
Company History & Milestones
Since launching in 2015, Shopee Indonesia has grown alongside Indonesia's rapid internet and smartphone adoption, expanding its user base significantly through the 2020s.
Latest News
Shopee Indonesia continues to report steady user growth as reported by Indonesian technology media in 2026.
User Reviews & Ratings
Shopee Indonesia is generally well regarded by Indonesian users for convenience and localisation, with occasional complaints about customer support responsiveness.
Pros & Cons
Pros: strong local brand, mobile-first design, wide national reach. Cons: intense sector competition, domestic market dependence, and monetisation pressures.
Key Statistics
≈ 170 million monthly visits, ranked #2 in Indonesia, with an estimated headcount of ≈ 5,000 (Indonesia operations, estimate).
Frequently Asked Questions
Who owns Shopee Indonesia? Sea Limited. Is it free? Yes, monetised via commissions and ads.
Data Sources
Company disclosures from Sea Limited and Similarweb estimates.
Last Updated
September 2026
Related Websites
Tokopedia, Detik, Kompas, Tribunnews, Bukalapak.
Website Rankings
#2 in the E-commerce sector in Indonesia, among the country's top 10 most visited overall websites.
Revenue & Funding History
Shopee Indonesia was founded in 2015 and has since been integrated into or backed by Sea Limited.
Employee Statistics
Shopee Indonesia employs approximately ≈ 5,000 (Indonesia operations, estimate) across engineering, operations and commercial teams.
Customer Statistics
Shopee Indonesia reaches an estimated 30 million monthly active users across Indonesia.
Backlink Profile
Shopee Indonesia has an estimated 140 thousand referring domains, frequently cited by Indonesian technology, business and consumer media.
Top Organic Keywords
Leading keywords include "shopee indonesia", "shopee indonesia indonesia" and "shopee indonesia login".
Top Referral Sources
Google Search, direct app traffic, Facebook and Instagram are the leading referral channels.
Website Technologies
Kotlin/Java (Android), React / Next.js, Kubernetes, Kafka, Nginx, Cloudflare CDN.
Advertising & Analytics Technologies
Google Ad Manager, Google Analytics, Meta Pixel, First-party recommendation engine.
API & Developer Information
Shopee Indonesia offers limited developer or partner-level API access to selected merchants, advertisers or media partners.
International Seller Opportunities
International merchants and cross-border sellers can list via regional marketplace programmes.
Company history & milestones
- 2015
Shopee Indonesia founded / launched in Indonesia
- 2020
Accelerated growth during Indonesia's pandemic-era digital adoption
- 2026
Shopee Indonesia continues to expand its e-commerce offering across Indonesia
Latest news
- Shopee Indonesia reports continued user growthIndonesian tech media · 2026
Pros & cons
Pros
- Strong brand recognition across Indonesia
- Optimised for local mobile-first users
- Wide reach across Indonesian cities and regions
Cons
- Intense local competition in the same sector
- Reliance on the Indonesian domestic market
- Monetisation pressure from ad or commission-based models
Key statistics
Frequently asked questions
Who owns Shopee Indonesia?
Shopee Indonesia is owned by Sea Limited.
Is Shopee Indonesia free to use?
Yes, Shopee Indonesia is free to use, generating revenue via commissions and advertising.
Popular searches
Data sources & confidence
- Company disclosuresSea Limited
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and company milestones; traffic figures are third-party approximations.
- Last updated
- September 2026
Traffic and audience figures are modelled estimates based on public reports and third-party analytics tools.
Social media profiles & statistics