10 Products and Services Potential to Sell More in Indonesia Market

–The 12 Products and Services Potential to Sell More in Indonesia Market. Talking about business opportunities in Indonesia cannot be separated from the factor of what products and services are in high demand by consumers. Maybe travelers who plan to do research and businesses in Indonesia want to learn a little bit about it. However, we try to help travelers through the article and summarize them into it.

Most Popular Product

The most popular product categories in 2024 shopping trends in Indonesia, according to the Indonesian Ministry of Trade, are food and beverages, followed by fashion, electronics, and beauty care. The most popular services include transportation, health services, and education services.

COORDINATING MINISTRY FOR ECONOMIC AFFAIRS OF THE REPUBLIC OF INDONESIA through its PRESS RELEASE No.HM.4.6/452/SET.M.EKON.3/12/2024 in Jakarta on December 28, 2024 said “Dominated by Sales of Local Products, National Online Shopping Day (HARBOLNAS) 2024 is able to Print Transactions of IDR 31.2 Trillion.”

The HARBOLNAS program itself has been running for 12 years and has also contributed to improving the national digital economy. The HARBOLNAS program for 2024 has been running from December 10 to 16, 2024. In the implementation of 2024, HARBOLNAS was able to print a total transaction of IDR 31.2 trillion with an average spending per person reaching IDR 318,000. This also reflects the extraordinary enthusiasm with no less than 98 million customers who made purchases taking advantage of the HARBOLNAS momentum.

This encouraging record has increased by around 21.4% (yoy) compared to total transactions in 2023 which recorded a figure of IDR 25.7 trillion. Furthermore, local products were also able to dominate overall sales with a portion of 52% and with a transaction value reaching IDR 16.1 trillion or an increase of around 31% (yoy).

Most Popular Product Categories by e-Commerce

Along with this, by citing data from the 2 largest e-Commerce in Indonesia Tokopedia and Shopee, we explain the following:

The most popular product categories on Tokopedia in 2024 are generally dominated by fashion, food and beverages, and household needs. Fashion categories such as clothing, hijab, and accessories are the most searched. In addition, products such as Bluetooth speakers, cell phone cases, and chargers are also in high demand, especially approaching Eid-Mubarak. According to Tokopedia shopping trend data from July to September 2020, there are five most popular product categories: food and beverages, health, electronics, household, and cell phones & tablets.

Meanwhile, the most popular product categories on Shopee in 2024 generally include beauty and personal care products, fashion, electronics, food and beverages, household supplies, and mother-baby supplies.

In addition to online shopping, the most popular product categories in offline shopping trends in Indonesia in 2024, according to data from the Indonesian Ministry of Trade, include clothing, sportswear, fashion accessories, personal care products, and food & beverages. This data shows that offline shopping remains in demand, especially for products related to lifestyle and daily needs.

With a large population of around 270 million people and a fairly consumptive lifestyle, Indonesia become a highly potential business market indeed. As the local guide who is also a market player, we see business opportunities that can be done in Indonesia and want to share them with travelers. Who knows you might be interested in investing or doing business and opening a market in Indonesia.

Based on the data above, coupled with our observations and experiences, here are the :

10 Products and Services Potential to Sell More in Indonesia Market

1. HEALTHY FOOD

Everyone needs food in any situation. The most searched for currently is healthy food or cuisine that can increase body immunity to fight viruses. However, cuisine must be practical, ready to eat, and can also be obtained online. People here search for practical things and solve their problems quickly.

Frozen foods made from meat, fish, and seafood can be considered. High-vitamin snacks such as brownies, and fruit salads as well as packaged healthy drinks such as coffee and fruit juice can be your product choices.

2. SEMBAKO & FRUIT

Basic food and beverages in Indonesia, abbreviated as SEMBAKO (Sembilan Bahan Pokok/Nine Staple Food of Ingredients) consist of rice, flour, cooking oil, margarine, vegetables, fruit, sugar, salt, meat, fish, milk, and eggs. These nine basic ingredients are very much needed as daily necessities in Indonesia.

Rice, eggs, flour, cooking oil, and other necessities remain the main ingredients sought by the community. In addition, fruits high in fiber and vitamins are increasingly in demand to increase the body’s resistance to viruses. You can invest or open a store in a small town so people don’t have to go far to shop at supermarkets in big cities.

3. HEALTH & HOUSEHOLD PRODUCTS

High public awareness about maintaining body health has also increased sales of practical health products and household appliances. Sales of products such as vitamins, hand sanitizers, tissues, hand soap, or disinfectant cleaning fluids have reportedly increased in several major marketplaces in Indonesia.

As long the threat of a virus outbreak still exists such as during the previous Covid pandemic and the problem of health facilities that have not been resolved, the opportunities to sell these products will be good.

4. HOMEDECOR PRODUCT

The process of repairing and beautifying home decor is very often done by many people to overcome boredom. Especially as long as obstacles related to travel and transportation for traveling still exist. People will look to do fun activities at home. One of them by rearranging, replacing, and repairing home furnishings. Even just painting and adding the wall home decor.  It will require a solution for cheap, quality, and durable products.

The materials can also be recycled or homemade. Abundant natural resources and competitive labor costs in Indonesia can be an advantage. Can you solve this problem and get supplied through your home decor product?

5. GADGET & THE ACCECORIES

Technological advances have almost caused all of us should be able to do online activities. Such as school duties, online shopping, and Work from Home/Anywhere. The using and maintaining gadgets cannot be avoided, such as replacing the latest generation of smartphones or laptops, using printers and ink, or just increasing the memory of gadget capacity.

The process carried out will also be increasingly digital. These gadget products and accessories will continue to be sought after and certainly increase demand in the future. The existing market share is also large and continues to grow.

Also Read: The 7 Towns of Indonesian Famous Handmade Leather Craft Manufacture

6. ENTERTAINMENT SERVICES

Feelings of boredom due to busy work and achieving life goals often occur. Especially in big cities in Indonesia, people are always looking for services to overcome boredom. Traveling is one of them. No matter what declining purchasing power or a low economic condition fact that people are always seen traveling. Every weekend especially during the holidays most of the tourist attraction places were always full of visitors. Businesses such as tourist attractions, entertainment, fitness, or restaurants can be opportunities.

Besides, doing personal entertainment activities or with family lightly to create quality time is also much done. Products such the educational reading and toys, musical instruments, gym equipment, puzzles, scrabble, or movie streaming subscriptions will be very attractive and would become the opportunities.

7. BEAUTY PRODUCT

The rise of K-Pops culture and the use of social media platforms in Indonesia encourage many people to express their self-actualization. Indonesia is one of the countries with the largest social media users in the world. In January 2025, DataReportal recorded around 143 million active social media users in Indonesia, which is equivalent to 50.2% of the total population. Indonesia ranks third in Asia Pacific after China and India, and the largest in Southeast Asia.

For this reason, a prime physical shape and body appearance are needed, especially for women. This opportunity can be read by a few business people. The ERHA beauty business in Indonesia, for example. They innovate by providing excellent service at every outlet and Home Delivery Products, online shopping plus delivery of skin and hair care products. Demand for beauty products will continue and be needed as long as everyone competes to actualize themselves on social media platforms.

8. DIGITAL MARKETING SERVICES

Digital marketing skills are needed by individuals or companies who want to share their products or services via internet. Especially in today’s era where many people have been laid off and have become entrepreneurs. They try to pursue digital marketing to do business online. In 2025, the ratio of entrepreneurs in Indonesia is estimated to be still below 4% of the total population. The number of novice entrepreneurs is estimated to be around 53.38 million people, which is 34.88% of the total workforce. Still far from reasonable to be called a developed country.

This phenomenon is an opportunity for those who have mastered digital marketing skills. There will be a greater need for prospective entrepreneurs who master it. It means that digital marketing could be a continuing selling opportunity in the future for anyone who can provide the services.

9. INTERNET SERVICE PROVIDERS

The need for digital is inseparable from the internet service provider business. Fast, cheap, and efficient internet services are needed by many households, businesses, and offices. The rapid development of the digital world and coupled hybrid work methods (offline/online) require that every place should have easy access to the internet.

Especially for the vast territory of Indonesia and the demographic bonus in the future which is a large internet market share. This business requires a fairly large investment but is strongly supported by the government and community.

10. LOGISTICS DELIVERY SERVICES

The increase in online shopping activities has also increased the need for delivery services or logistics distribution channels. Every individual can take advantage of this demand opportunity by creating a logistics delivery company or becoming a delivery application partner. This service has great potential to continue to grow along with the increasingly tight competition of e-commerce businesses in Indonesia, which are competing to provide the best service to customers.

CONCLUSION:

This is our description as local guides who see and feel the existing conditions. Made specifically for business people or individuals who are trying to find opportunities in Indonesia. The question is, what kind of product or service can you provide to meet the growing market. In addition, are the opportunities above temporary, or will they become new patterns of social habits? Only those of you who dare to try and do it will have the answer.

Hopefully, the explanation above can help!