Tokopedia
One of Indonesia's largest marketplaces, now integrated with TikTok Shop.
Tokopedia at a glance
Tokopedia is an e-commerce website and one of the most visited sites in Indonesia, currently ranked #177 in the country. It was founded in 2009 by William Tanuwijaya, Leontinus Alpha Edison and is headquartered in Jakarta, Indonesia. Today Tokopedia is owned by GoTo / ByteDance. Our estimates put its audience at ≈ 120 million visits per month. The business earns money mainly through commissions, advertising. Its closest rivals include shopee.co.id, lazada.co.id, bukalapak.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 113 million / month | +2% |
| Q2 | ≈ 116 million / month | +3% |
| Q3 | ≈ 120 million / month | +3% |
| Q4 | ≈ 127 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Indonesia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Indonesia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 36 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Indonesia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| tokopedia | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Indonesia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Indonesia
Company information
- Website
- tokopedia.com
- Sector
- E-commerce
- Owner
- GoTo / ByteDance
- Owner type
- Private company
- Founders
- William Tanuwijaya, Leontinus Alpha Edison
- Founded
- 2009
- Headquarters
- Jakarta, Indonesia
- Employees
- 5,000+
- Ownership
- GoTo / ByteDance controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1 billion annual revenue (est.)
- Languages
- Indonesian
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Tokopedia operates an online retail and marketplace platform focused on Indonesia. One of Indonesia's largest marketplaces, now integrated with TikTok Shop. Revenue comes mainly from commissions, supported by the other lines listed below.
- Commissions
- Advertising
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Indonesia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Indonesia)
- #177 in this index
- Sector rank
- Leading e-commerce site in Indonesia
- Global rank
- 150
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| shopee.co.id | ≈ 72 million / month | #178 class competitor | — |
| lazada.co.id | ≈ 54 million / month | #179 class competitor | — |
| bukalapak.com | ≈ 36 million / month | #180 class competitor | — |
What is Tokopedia?
Tokopedia (tokopedia.com) is an online retail and marketplace platform serving users in Indonesia. One of Indonesia's largest marketplaces, now integrated with TikTok Shop. It ranks #177 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Tokopedia?
The site is operated by GoTo / ByteDance, founded by William Tanuwijaya, Leontinus Alpha Edison. The company was established in 2009 and is headquartered in Jakarta, Indonesia. It employs around 5,000+.
Traffic and audience
Traffic estimates place Tokopedia at roughly 120 million visits per month, about 4 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Tokopedia makes money
Revenue comes primarily from commissions, alongside advertising.
Competitors in Indonesia
Its closest rivals include shopee.co.id, lazada.co.id, bukalapak.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2009
Tokopedia is founded in Jakarta, Indonesia.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #177 among the most visited websites in Indonesia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Tokopedia?
Tokopedia is operated by GoTo / ByteDance. Private company structure, based on public filings and press reporting.
Where is Tokopedia headquartered?
Tokopedia is headquartered in Jakarta, Indonesia.
When was Tokopedia founded?
Tokopedia was founded in 2009 by William Tanuwijaya, Leontinus Alpha Edison.
How many employees does Tokopedia have?
Tokopedia employs approximately 5,000+ people.
What is Tokopedia's revenue?
Tokopedia's revenue: ≈ $1 billion annual revenue (est.).
Who are Tokopedia's competitors?
Main competitors in Indonesia include shopee.co.id, lazada.co.id, bukalapak.com.
How does Tokopedia make money?
Mainly commissions, advertising.
Is Tokopedia publicly traded?
No — Tokopedia is not listed as an independent public company; it is operated by GoTo / ByteDance.
How many visitors does Tokopedia get?
Third-party estimates place Tokopedia at roughly 120 million visits per month, mostly from Indonesia, with 76% mobile traffic.
Is Tokopedia safe?
Tokopedia is an established e-commerce site founded in 2009 and ranked #177 in Indonesia; use the official domain tokopedia.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementstokopedia.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageIndonesia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos