Indonesian E-commerce Sellers Shift Perspective on Platform Fees

From Cost to Investment: The Changing Mindset

Indonesian e-commerce sellers, particularly those from UMKM (Micro, Small, & Medium Enterprises), are undergoing a significant mindset shift regarding platform fees. According to a recent survey conducted by Katadata Insight Center (KIC) between September 19 and October 9, 2025, these sellers are increasingly viewing platform fees as strategic business investments rather than mere operational costs. This change in perspective is driven by the tangible benefits they experience through various e-commerce platforms.

Key Findings: Seller Perception and Budget Allocation

The survey reveals several crucial insights into the current state of e-commerce in Indonesia:

1. Cost Perception: The majority of sellers (91.2%) believe that the platform fees they pay are commensurate with the benefits they receive, particularly in terms of increased visibility, buyer traffic, and promotional support.
2. Budget Allocation: Sellers strategically allocate their budgets across various cost components, with significant expenditures on:
   • Discounts/Promotions: 16.7%
   • Additional operational costs: 15.1%
   • Admin fees/Commissions: 14.5%
   • Advertising: 14.2%
   • Campaigns: 13.7%
   • Shipping subsidies: 13.2%
   • Payment fees: 12.7%
3. Platform Preferences: Shopee remains the leading sales channel (57.8%), appreciated for its effective promotional features, customer service transparency, and market suitability. TikTok Shop is favored for its interactive content and entertaining promotions, while Tokopedia is valued for its comprehensive features.
4. Understanding of Fee Structures: The survey indicates a high level of understanding among sellers regarding e-commerce platform fees, with an average score of 8.38 out of 10. A significant majority (92.7%) fall into the 'understanding' category (score 6-10).
5. Business Impact: The shift to e-commerce has resulted in substantial benefits for sellers, with:
   • 97.2% reporting increased buyer numbers
   • 93.3% seeing a rise in products sold
   • 91.7% experiencing revenue growth

Challenges and Opportunities

While the overall trend is positive, the survey also highlights that 31.7% of sellers still struggle with managing platform fees and promotional campaigns within their business strategies. However, the majority (68.3%) have successfully integrated these costs into their operational planning.

Conclusion

The survey underscores a significant shift in how Indonesian e-commerce sellers perceive and manage platform fees. By viewing these costs as investments rather than expenses, sellers are better positioned to leverage e-commerce platforms for business growth. As the e-commerce landscape continues to evolve, understanding and adapting to these dynamics will be crucial for both sellers and platform providers.