With the advancement E-commerce That now looks more mature, the direction of competition is beginning to shift. The company E-commerce They are no longer competing for market share, but rather expanding into something more fundamental: who is able to create a real and sustainable impact on the growth of SMEs and brand local?
Yes, UMKM and brand Local areas play a crucial role in Indonesia's economic structure. According to data from the Indonesian Chamber of Commerce and Industry (KADIN), MSMEs contribute more than 61 percent to the Gross Domestic Product (GDP) and absorb about 97 percent of the national workforce.
In the digital era, the role of UMKM and local brands is no longer limited to traditional sectors. Now, they have become the key drivers of economic transformation through the use of digital technology, including through e-commerce platform .
Along with that, E-commerce responsible for opening opportunities that were previously difficult to reach by micro, small, and medium enterprises and brand local, that is, expanding market reach, improving operational efficiency, to opening access to global consumers.
However, in the midst of competition E-commerce the more crowded and complex, support for SMEs and brand Local is actually the main difference. Now it's no longer about who is the biggest, but who can make the most real impact.
That assumption is also supported by recent research E-Commerce Seller Satisfaction 2025 released by the leading market research company, IPSOS Indonesia. Trying to answer questions about e-commerce platform Which is the most trusted, most impactful, and most effective in supporting MSMEs and brand local in Indonesia, IPSOS has gained an understanding of the current digital competition landscape, as well as platform who successfully built strong connections with business actors in Indonesia.
According to the Executive Director of IPSOS Indonesia, Andi Sukma, this research also highlights the performance E-commerce who has long been a major player in Indonesia.
What is interesting is how each platform Starting to compete is not just about competing for transactions, but also showing its role in supporting SMEs and brand local to grow. That is where the most interesting side of this IPSOS research is, namely measuring the level awareness seller, loyalty to platform , as well as perceptions towards the features and campaigns offered. Hopefully, the results of this research can provide a comprehensive overview of the competitive landscape. E-commerce "In Indonesia, including performance and perception towards main players such as Shopee, TikTok Shop, Tokopedia, and Lazada," said Andi.
Portrait of SMEs and Local Brands Facing Digital Challenges
Through research involving 350 MSME respondents and brand local throughout Indonesia with method online In this panel, it was found that the majority of sellers (66 percent) mentioned Shopee as platform who becomes top of mind or first comes to their mind. Meanwhile, 70 percent of sellers make Shopee as a platform The main one most often used to run their business.
However, the strength of a platform as a selected partner for UMKM and brand Local is not only measured by how well-known or frequently used, but also by how strong the user's loyalty is. This was revealed in the results Net Promoter Score (NPS), that 77 percent of SMEs and brand Locally, 73 percent feel confident to recommend Shopee to other business actors, followed by Tiktok Shop with 69 percent, and Tokopedia and Lazada at 67 percent.
Preferences of MSME actors and brand local in choosing e-commerce platform are also influenced by a number of factors relevant to their business needs. The three main reasons most frequently mentioned by respondents in this study are expanding the business reach (71 percent), practicality and flexibility (66 percent) that allow seller operating from anywhere, as well as factors of ease of access and process in marketplace (59 percent)
When these reasons are converted into business practices, there are three most felt impacts on UMKM and local brands when selling in marketplace. First, it is to market the product more widely (69 percent), increase the number of consumers (67 percent), and increase profits (65 percent).
These findings indicate that E-commerce Not only a digital solution, but also a driving force of significant business growth for MSMEs and brand local in Indonesia.
Measuring E-Commerce Performance in Indonesia
For MSME entrepreneurs and brand local, e-commerce platform It is not just a sales display, but also a living space and a place where they create, reach consumers, build stories, and foster hope. Products are no longer just commodities, but representations of efforts, values, and identities that have been built.
Traversing this landscape, the competition between E-commerce It is not enough to be measured by popularity scale, but by its ability to build a dynamic ecosystem, full of interactions, bringing in relevant traffic, as well as opening up opportunities for sustainable growth.
Based on the IPSOS research, Shopee's position is more advantageous in three key perceptions that are the main benchmarks for SMEs and brand local in choosing e-commerce platform .
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As a platform offering the most free shipping for customers (67 percent)
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As a platform with the most diverse product categories (66 percent)
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As a platform providing the highest net profit (63 percent)
Based on the above data, it is proven that the most important thing is not just the choice platform , but how far platform It really drives real results for business actors through various programs and features provided.
Create Opportunities for Growth for MSMEs and Local Brands
Not all e-commerce platform Move at the same speed. Each step is determined by the strategies they present, starting from relevant local pages, empowering educational programs, interactive features that promote visibility and conversion, to thematic campaigns and global expansion opportunities.
Then, who is truly superior and consistently paving the way for local business actors to grow and develop?
1. Special Page and Educational Programs
If viewed from the product curation page offered by the players E-commerce , Shopee is considered by majority of SMEs and local brands (56 percent) as platform Most consistent in providing localized pages to promote business growth, followed by Tokopedia (20 percent), TikTok Shop (15 percent), and Lazada (7 percent).
Most respondents who chose Shopee also mentioned the Shopee Pilih Lokal feature as the most well-known and impactful in boosting sales, along with a wider promotional space. Although other players such as Tokopedia and TikTok Shop (Beli Lokal), and Lazada (Hiperlokal), also offer similar programs.
More than just a shopping container, 57 percent also choose Shopee as platform the most active in presenting educational programs and mentoring for MSMEs and brand Local, followed by TikTok Shop (19 percent), Tokopedia (18 percent), and Lazada (6 percent). Like Shopee's UMKM Campus and Shopee Tutoring Program, which consistently provide educational centers for business actors to be able to grow independently and sustainably.
2. Effectiveness of Live Streaming/Short Video Features and Ads
Features such as live streaming Thus, this short video plays a strategic role in driving purchasing decisions. Amid this trend, Shopee is once again considered by the majority of respondents (54 percent) as E-commerce With the entertainment features (live streaming/short videos) being the most helpful for sales, followed by TikTok Shop (29 percent), Tokopedia (11 percent), and Lazada (5 percent).
Interestingly, among SMEs and local brands using Shopee's interactive features, the majority agree that Shopee Live and Shopee Video have a significant impact on increasing their sales. The presence of these features not only serves as an effective promotional channel but also as a communication tool that builds consumer trust.
If interactive features build emotional connections between sellers and buyers, then advertising features enable micro, small, and medium enterprises (MSMEs) and local brands to reach a wider audience with cost efficiency adjusted according to their needs. In this context, 62 percent of respondents rated Shopee's advertising program as the most effective and felt a significant sales increase during the advertising period.
3. Impact of Programs and Thematic Campaigns
For local business operators, participation in large-scale campaigns like Ramadan is one of the major milestones in their business journey. With the high shopping intensity during this period, the e-commerce platform The competition is full of strategic themed campaigns that are competitive and attractive, such as Shopee Big Ramadan Sale, Ramadan Ekstra Seru at TikTok Shop and Tokopedia, and Ramadan Mega Sale at Lazada.
To understand how effective each campaign is, the following research results reveal:
| Brand | Ramadan Participation Level | Ramadan Campaign Impact |
|---|---|---|
| Shopee | 94% | 93% |
| Tiktok Shop | 65% | 77% |
| Tokopedia | 54% | 60% |
| Lazada | 35% | 48% |
The high total participation percentage indicates that many MSMEs and local brands are participating in more than one cross-campaign. platform Simultaneously, maximizing the opportunities from various available channels. However, the Shopee Big Ramadan Sale campaign was the most followed by micro, small, and medium enterprises (UMKM) and local brands because it is considered to have the most tangible impact on sales during the promotional period.
4. Export Program: Encouraging SMEs to Enter the Global Market
On the other hand, logistical limitations, limited understanding of the foreign market, and lack of guidance become challenges for MSMEs and brand local that wants to expand to the global market. Therefore, the export program proposed by the players E-commerce This also becomes a competitive field that is no less attention-grabbing.
Based on the data, Shopee is considered by 62 percent of the majority respondents as E-commerce which is most helpful for SMEs to enter the global market. Followed by other players, Tokopedia (16 percent), TikTok Shop (15 percent), and Lazada (6 percent). More than that, the majority of SMEs and local brands participating in the Shopee Ekspor program also stated a positive impact from this initiative on business growth.
The 2025 IPSOS Research shows that in the era of increasingly complex digital competition, platform those who will endure and win are those capable of being a catalyst for sustainable growth for MSMEs and brand local.
"In the end, those who win the hearts of entrepreneurs are those who are adaptive to change, loyal in guidance, and become solutions when challenges arise. Not only providing a sales space, but creating a growth ecosystem," explained Andi.
In this competition arena, Shopee is rated by the majority of micro and small businesses and brand local as platform which has made the most tangible contributions and impacts in creating a sustainable growth space. Building capabilities, enhancing digital literacy, sustainable programs, and bridging business actors towards a larger scale, including the global market." he concluded.
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