Sea Group’s e-commerce platform Shopee was perched on top of Indonesia’s e-commerce market in 2020, clocking the most number of website visitors in the year.
According to an e-commerce competition map issued by iPrice Group — an online shopping aggregator — Shopee clocked average monthly website visits of over 90 million in 2020. SoftBank-backed Tokopedia, with average monthly website visits of over 80 million, was the second most popular e-commerce market.
The best performance was in Q4 2020 when Shopee averaged 129 million website visits per month, and Tokopedia averaged 114 million visits per month. This can be attributed to end-of-year sales when e-commerce firms compete for user acquisition.
Average monthly visitors of top two websites across ASEAN markets
In terms of app performance, recorded by App Annie, Shopee was consistently in the first rank in Google’s PlayStore and Apple’s App Store since Q1 2020. It has occupied the top spot continuously since Q4 2019.
Meanwhile, Tokopedia was at the second rank in the App Store from Q1 to Q4 2020. In the Play Store, Tokopedia sat in the third position in the Q1-Q2 period, behind Lazada, and in the fourth position in the Q3-Q4 period behind Sociolla and Lazada.
iPrice also ranked e-commerce platforms by social media followers. Tokopedia had the most followers on Twitter (700,000) in 2020. Shopee came next with 540,000. Djarum group-backed BliBli stood in third place.
“As the pandemic has shifted [consumer] behaviour, online marketing has become important for acquiring new users or retaining costumers. One of the effective ways is to have a strong presence in social media, compared with offline marketing,” said Vivin Dea Devita, iPrice’s senior content marketing executive.
Shopee’s domination in e-commerce and e-wallets is among the factors that prompted Tokopedia and Gojek to enter into merger talks recently. DealStreetAsia reported last month that the decacorns are exploring a holding company structure and also discussing the fate of Tokopedia’s stake in the payments firm OVO after the merger.
In 2020, e-commerce accounted for 72% of the $44 billion Indonesian digital economy, according to e-Conomy SEA 2020 report by Google, Temasek, Bain & Company.