Influencer Marketing in Indonesia 2025: Asia's number-two social commerce market
Indonesia ranks second of seven markets in Totem's social commerce enthusiasm index, scoring 33 against a regional average of 28. It is a young, mobile-first market — 213 million internet users, 167 million on social media and 98.3% mobile usage — where influencer-driven social commerce is accelerating, particularly in tier-3 cities.
TikTok, Shopee and Instagram sit at the centre of the influencer landscape, with strong adoption of livestream and affiliate commerce. The market over-indexes against the Asia average on social commerce, livestream participation and affiliate-code usage, reflecting a well-developed appetite for deal-driven shopping. Consumers favour relatable micro-influencers and respond to product demonstrations and community content.
This mini-report draws on the Indonesia cut of Totem's 2025 Asia influencer survey — 523 consumers and 9 Indonesia brand managers — to detail the platform mix, influencer receptivity and the price sensitivity brands must navigate.
Indonesia is Asia's number-two social commerce market.
Its enthusiasm index of 33 sits five points above the regional average, powered by a young, mobile-first population and heavy use of online marketplaces and specialty apps.
The market leads Asia on high-impact influence at every stage.
Indonesian consumers post the region's strongest "high-impact" ratings across discovery (27%), consideration and purchase (25%) — well above the Asia averages — and are highly receptive to celebrities as well as all influencer tiers.
Deal-seeking is the defining behaviour — and the main brake.
Indonesia ranks highest of all markets for deal-seeking, which is both a driver of social commerce and the primary factor holding back purchases from influencers, alongside quality trust and checkout friction.
TikTok is the number-one influencer channel.
TikTok covers both social and commerce roles, with Instagram and Facebook adding reach and Shopee and Tokopedia used more selectively for conversion. Brands favour mid-sized and micro creators; celebrity use by brands is limited.
TikTok's commerce comeback underpins the enthusiasm.
As one of TikTok's earliest commerce growth markets, Indonesia saw its "Shop" feature blocked in 2023, then re-enter in 2025 via TikTok's acquisition of Tokopedia — a key contributor to sustained high enthusiasm.
Traditional word-of-mouth still matters alongside digital.
Even as digital expands, offline word-of-mouth retains power, and brands must manage price sensitivity, local-language nuance and rural digital divides to win.
Where does Indonesia rank on social commerce enthusiasm?
Second of seven markets, with an index score of 33 against a regional average of 28 — among the region's strongest appetites for social commerce.
How receptive are Indonesian consumers to influencers?
The most receptive in Asia. They lead the region on high-impact influence at every purchase stage (27% at discovery) and respond strongly to celebrities and all influencer tiers.
How common is livestream shopping?
Very: 85% of consumers have watched or bought from a brand livestream, slightly above the Asia average, with TikTok Shop (70% of viewers) and Shopee Live the leading channels.
What drives and blocks purchases?
Product demonstrations and deals are the primary drivers. Deal-seeking — the highest in Asia — is also the main brake, alongside quality trust and too many checkout steps.
What happened with TikTok Shop in Indonesia?
Its commerce feature was blocked in 2023 and re-entered the market in 2025 through TikTok's acquisition of Tokopedia, helping sustain the market's high enthusiasm.
This mini-report is the Indonesia cut of Totem's 2025 "Influencer Marketing in Asia" study. The Indonesia consumer sample is 523 respondents, drawn from a seven-market survey of 3,813 consumers conducted in July 2025 by Rakuten Insight Global (balanced by gender and across GenZ, Millennial, GenX and Boomer cohorts). It is complemented by Totem's brand-side survey, including 9 Indonesia-based brand and marketing managers.
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