Influencer Marketing in Indonesia
Indonesia is one of Asia’s most dynamic digital economies, with 213 million internet users and a mobile-first culture driving growth in social commerce.
This mini-report, part of Totem’s larger survey and analysis of influencers in Asia, shows how TikTok, Shopee, and Instagram anchor a vibrant ecosystem where influencers, livestreaming, and affiliate codes fuel deal-driven, community-based shopping.
Indonesia ranks #2 on our Social Commerce Enthusiasm Index across Asia.
Key Insights:
Livestreaming is widespread – 85% of Indonesians have watched or purchased from brand livestreams, aligning with Asia’s highest levels of adoption.
Celebrities hold sway, but micro-influencers connect – positive sentiment is steady across all tiers, with celebrities carrying strong purchase influence, and micro-influencers building trust and relatability.
Deals drive decisions – Indonesia leads Asia in deal-seeking behavior, making promotions, affiliate codes, and discounts critical to conversion.
Barriers persist – consumers cite product quality concerns and complicated checkout as key hurdles to influencer-driven purchases.
Despite TikTok Shop being paused in 2023, its 2025 re-entry via Tokopedia reinforces Indonesia’s role as a crucial testing ground for how social platforms can integrate entertainment, community, and commerce.
*Thanks to Rakuten Insight Global for their amazing work in conducting the consumer research across seven markets. Also a big thanks to Campaign Asia for their detailed reporting on the findings of this report.
