JAKARTA – Key players in the e-commerce industry such as TikTok Shop, Shopee, and Tokopedia are no longer merely racing to gain market share, according to research by global French-based firm Ipsos.

In its report titled E-Commerce Seller Satisfaction 2025, Ipsos stated that major players in the e-commerce industry are now vying to create platforms that make tangible contributions to the growth of MSMEs (Micro, Small and Medium Enterprises) and local brands.

“What’s interesting is how each platform is now competing not just for transactions, but to demonstrate their role in supporting MSMEs and local brands to grow,” said Andi Sukma, Executive Director of Ipsos Indonesia, in a press release received by IDNFinancials.com.

Based on the study, which surveyed 350 MSME and local brand respondents, 70% of sellers in Indonesia ranked Shopee as the primary platform they use to run their businesses.

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Local brands and MSMEs—which contribute around 61% of Indonesia’s Gross Domestic Product (GDP)—also expressed confidence in recommending Shopee to other business players. This was followed by TikTok Shop at 69%, with Tokopedia and Lazada each scoring around 67%.

Factors considered by MSMEs and local brands when selecting an e-commerce platform include seller education initiatives, live streaming and video features, and support for customer expansion into global markets.

On the matter of global expansion, Ipsos respondents acknowledged that MSMEs and local brands still face challenges in reaching international buyers.

“As a result, export programmes offered by e-commerce players have become a key area of competition,” the Ipsos report noted.

Shopee—operated by Singapore’s Sea Group—was selected by 62% of total respondents as the platform that most effectively helps MSMEs and local brands expand globally, primarily through the Shopee Export programme.

By comparison, 16% of respondents chose Tokopedia, 15% selected TikTok Shop, and 6% named Lazada as platforms facilitating global market access.

Andi added that the e-commerce platforms best positioned to win the current competition are those most adaptive to change and challenges.

“It’s not just about providing a place to sell, but about building an ecosystem for growth,” Andi explained. (KR/ZH)

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