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With a booming economy and a flourishing middle class, Indonesia has become an intense battleground for leading ecommerce players, including Shopee, Tokopedia, and TikTok Shop.

The news: TikTok, Meta, and Snap are facing unprecedented regulatory pushback in the Asia-Pacific region as Vietnam, Malaysia, Indonesia, Pakistan, and Australia enact laws to protect children.

But exports to Association of Southeast Asian nation (ASEAN) countries more than made up for that decline, rising 20.8% YoY thanks to surging demand from countries such as Indonesia (up 37%) and Thailand (28%). Temu and Shein are shifting their ad budgets from the US to Europe in a bid to quickly gain market share before those countries also limit duty-free purchases.

In 2024, retail ecommerce sales in Indonesia surged by 11.5%, reaching $84.31 billion鈥攁fter a tumultuous 2023 in which growth dipped to 1.6%. The growth was driven by an enhancement in connectivity and ecommerce adoption, including livestreaming, an improved economic outlook, and shrinking inflation. Retail sales growth in Indonesia will dip slightly, from 5.0% in 2025 to 4.7% in 2028.

Other markets, including Vietnam, Malaysia, Indonesia, and Pakistan, are enacting sweeping child safety laws that could challenge TikTok, Meta, and Snap.

Countries including Australia, Malaysia, Argentina, and Peru will see declines up to -0.9%, while Indonesia, Colombia, and Taiwan will see more modest shrinkage in active user base. These numbers signal a reversal of past expectations, when Facebook was presumed to still be expanding steadily across middle-income and mobile-first economies.

Geographically, Germany, Turkey, and China bore the brunt of attacks, while Hong Kong and Indonesia led attack sources. Key takeaway: DDoS attacks are only going to get worse. For marketers, a surge in cyberattacks can cause downtime that tanks campaign performance and reduces customer trust and revenues.

Expansion plans to build more cloud infrastructure in Indonesia, the UK, Australia, and other parts of the US are also on hold or delayed. Microsoft may slow future data center expansion to curb costs as it evaluates tariff effects. CFO Amy Hood acknowledged AI capacity constraints could start in June. Power and space shortages could stall wider AI growth just as enterprise demand heats up.

The two countries accounted for 54.1% of US apparel and footwear imports last year, alongside Bangladesh (7.8%), Indonesia (8.3%), and India (5.6%), per data from the US International Trade Commission. Those markets have been subject to some of the highest tariff rates: 54% for China, 46% for Vietnam, 37% for Bangladesh, and 32% for Indonesia.

Smartphone ownership in Indonesia was nearly universal at 99.3% and was No. 1 in the region. Indonesia was 1.4 percentage points ahead of the regional average. There was no change in the country鈥檚 YoY rate for this category. Nice-to-have digital device ownership is low in Indonesia. Smart TV ownership (36.4%) was below the regional average of 41%.

President Donald Trump鈥檚 鈥淟iberation Day鈥� tariffs鈥攚hich include a new 32% duty on imports from Indonesia鈥攁re fueling economic uncertainties and creating a bear market. Microsoft has seen a 7.2% stock decline since the tariffs鈥� announcement, a much smaller loss than Apple鈥檚 23% decrease.

Double 12 tops year-end shopping events in Indonesia. In Indonesia, the season of Ramadan and Eid al-Fitr (usually between April and May) is also a major shopping event, as Muslim consumers buy gifts, new clothing, and essentials for the month-long fasting and holiday celebrations. Retailers also launch sales promotions during the year-end holiday season.

Regulators in Indonesia banned TikTok Shop over concerns about its impact on local small and medium-sized businesses (SMBs). Indonesia prohibits the integration of social media and ecommerce on one platform. TikTok found a workaround by acquiring Tokopedia. Some Southeast Asian countries have levied tariffs to protect domestic businesses. Temu struggles to land in Indonesia.