The Shiro Copr.CO.ID, JAKARTA - Amidst E-commerce Those who are more mature, competition is no longer just about who can capture the market fastest. Major players such as Shopee, TikTok Shop, Tokopedia, and Lazada now fight at a more strategic level: who can be the most effective catalyst for sustainable growth of micro, small, and medium enterprises (UMKM) and local brands.
As the main subject, MSMEs and local brands 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% to the Gross Domestic Product (GDP) and absorb around 97% of the national workforce. In the digital era, their role is no longer limited to traditional sectors. Instead, they have become key players in driving economic transformation through the use of digital technology, particularly through platform E-commerce .
For UMKM actors and local brands, E-commerce Opening opportunities that were previously hard to reach: expanding market reach, improving operational efficiency, and gaining access to global consumers. However, amid the increasingly complex e-commerce competition map, favoring micro, small, and medium enterprises (UMKM) and local brands has now become the main differentiator. It is no longer just about who is the biggest, but who has the greatest impact.
Based on the latest research E-Commerce Seller Satisfaction 2025 released by Ipsos Indonesia, a leading market research company, tries to answer that big question: e-commerce platform Which one is the most trusted, most impactful, and most effective in supporting MSMEs and local brands in Indonesia? This research finding provides a clearer picture of the current digital competition landscape, while highlighting platform who successfully built strong connections with local business actors.
What is interesting is how each platform Starting to compete is not just about competing for transactions, but also showing its role in supporting MSMEs and local brands to grow. That's where the most interesting aspect of this IPSOS research lies: measuring the level of awareness Sellers, loyalty towards the platform, as well as perceptions regarding 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 Sukma, Executive Director of Ipsos Indonesia.
Through research involving 350 MSME respondents and brand local throughout Indonesia with the Online Panel method, found that the majority of sellers (66%) mentioned Shopee as platform first thing that comes to their mind ( Top of Mind ). Meanwhile, 70% of sellers make Shopee as a platform mainly used to run their business ( Brand Used Most Often )
However, the strength of a platform As a preferred partner for micro, small, and medium enterprises (UMKM) and local brands, it is not only measured by how well-known or frequently used they are, but also by how loyal their users are. This was revealed in the results Net Promoter Score (NPS). 77% of SMEs and brand Locally, they feel confident to recommend Shopee to other business people, followed by Tiktok Shop at 69%, while Tokopedia and Lazada at 67%.
Through the above elements, the preferences of UMKM actors and local brands in choosing e-commerce platform be 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 business reach (71%), practicality and flexibility (66%) that allow seller operating from anywhere. As well as the factors of ease of access and process within marketplace (59%)
When these reasons are converted into business practices, there are three most felt impacts on MSMEs and local brands when selling in marketplace : marketing products more widely (69%), increasing the number of consumers (67%), and increasing profits (65%). These findings indicate that E-commerce Not only a digital solution, but also a driving force for significant business growth for SMEs and local brands in Indonesia.
Measuring E-Commerce Performance
For UMKM actors and local brands, e-commerce platform It is not just a sales showcase; it is a living space where they create, reach customers, build stories, and foster hope. Inside, products are no longer just commodities, but representations of efforts, values, and identities being 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 an ecosystem, a dynamic system, full of interactions, bringing relevant traffic, as well as opening opportunities for sustainable growth.
Based on the IPSOS research, it once again records Shopee's position as more superior in three key perceptions that are the main benchmarks for SMEs and brand local in choosing e-commerce platform :
- As a platform offering the most free shipping for customers (67%)
- As a platform with the most diverse product categories (66%)
- As a platform providing the highest net profit (63%)
The above data, that the most important thing is not just a choice platform , but how far platform It truly drives tangible results for business operators through various programs and features provided. In this context, Shopee performs more superiorly, followed by TikTok Shop, Tokopedia, and Lazada.
Create Opportunities for Growth for SMEs and Local Brands
Like a marathon race, not everyone e-commerce platform Moving 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 opportunities for global expansion. However, among all these initiatives and indicators, the question remains the same: who truly excels and consistently paves the way for local business owners to grow and develop?
● Special Page and Educational Program
If viewed from the product curation page offered by the players E-commerce . A house that contains stories from various corners of the country through products created with hands, heart, and creativity. Among the four players, Shopee is rated by the majority of micro, small and medium enterprises and brand local (56%) as platform Most consistently providing localized pages to promote business growth, followed by Tokopedia (20%), TikTok Shop (15%), and Lazada (7%).
➢ Most respondents who chose Shopee also mentioned the Shopee Pilih Lokal feature as the most well-known and impactful in boosting sales, as well as offering 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 platform, 57% also choose Shopee as the most active platform in introducing educational and mentoring programs for MSMEs and local brands, followed by TikTok Shop (19%), Tokopedia (18%), and Lazada (6%). Such as Shopee's UMKM Campus and Shopee Bimbel Program, which consistently provide an educational center for business actors to grow independently and sustainably.
● Effectiveness of live stream and video features, & ads
From merely passively viewing products to evolving into a more interactive, immersive, and informative shopping experience. 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%) as E-commerce with entertainment features ( live streaming short videos) that are most helpful for sales, followed by TikTok Shop (29%), Tokopedia (11%), and Lazada (5%).
➢ Interestingly, among SMEs and brand Local sellers using Shopee's interactive features mostly agree that Shopee Live and Shopee Video have significantly impacted 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 an emotional connection between sellers and buyers, then advertising features allow micro, small, and medium enterprises (UMKM) to brand Local advertising reaches a broader audience with cost efficiency adjusted according to the scale of needs. In this context, 62% of respondents rated Shopee's advertising program as the most effective and felt a significant increase in sales during the advertising period.
● Impact of thematic programs and campaigns
For local business operators, participation in large-scale campaigns such as Ramadan is one of the major moments in their business journey. With high shopping intensity during this period, e-commerce platforms compete with each other by launching competitive and attractive thematic campaigns, such as Shopee Big Ramadan Sale, Ramadan Ekstra Seru at TikTok Shop and Tokopedia, and Lazada's Ramadan Mega Sale. To understand how effective each campaign is, the following research results reveal:
The high total participation percentage indicates that many SMEs and local brands are participating in multiple cross-platform campaigns simultaneously, maximizing the opportunities from various available channels. However, the Shopee Big Ramadan Sale campaign was the most followed by SMEs and local brands, and it was rated as having the most tangible impact on sales during the promotional period.
● Export Program: Encouraging SMEs to Enter the Global Market
On the other hand, expanding into the global market remains a challenge for SMEs and local brands. Limited logistics, limited understanding of foreign markets, and lack of guidance. Therefore, export programs launched by e-commerce players have now become a competitive field that is equally attracting attention. According to the data, Shopee is considered by 62% of respondents as the e-commerce platform that most helps SMEs enter the global market. Followed by other players, Tokopedia (16%), TikTok Shop (15%), and Lazada (6%). Moreover, the majority of local SMEs and brands participating in the Shopee Ekspor program also stated the positive impact of this initiative on business growth.
2025 Ipsos Research emphasizes one important thing: in the midst of increasingly complex digital competition, platform Those who can survive and lead are those who can become drivers of sustainable growth for SMEs and local brands.
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. It's not just about providing a sales space, but about creating a growth ecosystem. In this competition arena, Shopee is rated by the majority of MSMEs and Local Brands as platform "Which has made the most real contribution and impact in creating a sustainable growth space. Building capabilities, strengthening digital literacy, sustainable programs, and bridging business actors to a larger scale, including the global market," said Andi Sukma.
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