Tokopedia
Tokopedia is Indonesia's largest e-commerce marketplace, founded in 2009 and headquartered in Jakarta. The platform connects millions of buyers and sellers across 34 provinces with integrated payments, logistics, and financial services, and now operates jointly with TikTok Shop following ByteDance's 2024 acquisition.
- Company typePublic
- Founded2009
- HeadquartersJakarta, Indonesia
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Tokopedia does
Tokopedia is Indonesia's largest homegrown e-commerce marketplace, founded in 2009 and headquartered in Jakarta. The platform connects millions of buyers and sellers across all 34 Indonesian provinces, offering product categories spanning electronics, fashion, automotive, household goods, beauty, lifestyle, and sports, with verified Official Store storefronts for major brands such as Samsung, Xiaomi, Oppo, Vivo, MSI, Kawasaki, Gramedia, and Wardah. The technology stack is a cloud-based marketplace accessible via web and mobile apps (iOS, Android, Huawei), integrating payments (GoPay digital wallet, OVO, bank transfers, credit cards, COD), logistics aggregation across multiple couriers, and seller tools including the Power Merchant tier and TopAds advertising.
The business model generates revenue through marketplace commissions on seller transactions (raised from approximately 4% to 8-10% since 2020), paid advertising through TopAds (bids starting at Rp 25,000), payment processing and float income, digital services margins on pulsa/data/PLN top-ups, and increasingly through commerce GMV flowing from TikTok Shop following TikTok's 2024 acquisition of a majority stake in Tokopedia's ecommerce unit. Tokopedia also operates a layered ecosystem of add-on modules — financial services (mutual funds via Bareksa, digital gold via Pegadaian, online lending via OJK-supervised partners, insurance), travel (flights, trains, hotels, events), Islamic services (Tokopedia Salam), and government programs (Kartu Prakerja) — making it a super-app-style platform rather than a pure marketplace. Tokopedia merged with Gojek in 2021 to form GoTo Group, which completed its 2022 Indonesia Stock Exchange IPO at a peak $30 billion market capitalization that has since declined to approximately $3 billion; the combined Tokopedia-TikTok entity now accounts for roughly 46.9% of Southeast Asia's e-commerce GMV alongside Shopee and Lazada.
Tokopedia firmographics
Firmographics- Name
- Tokopedia
- Legal name
- PT. Tokopedia
- Website
- https://tokopedia.com
- Company type
- Public
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Tokopedia is Indonesia's largest e-commerce marketplace, founded in 2009 and headquartered in Jakarta. The platform connects millions of buyers and sellers across 34 provinces with integrated payments, logistics, and financial services, and now operates jointly with TikTok Shop following ByteDance's 2024 acquisition.
- Ownership category
- akta.pro rank
Tokopedia industry classification
Industry- Product category
- E-commerce Marketplace
- NAICS
- Travel Arrangement and Reservation Services (5615)
- SIC
- Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Cross-border Marketplaces (Multi-seller) (CRAFAJAA)
- akta.pro secondary industries
- Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA), Tours, Activities & Experiences Booking Marketplaces (THALAFAF)
Keywords
Where Tokopedia is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Tokopedia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Marketplace Commission: Tokopedia charges commission fees from sellers on transactions completed through the platform. Commission rates have increased from approximately 4% to 8-10% since 2020. Additionally, sellers earning between IDR 500 million and IDR 4.8 billion annually are subject to a 0.5% withholding tax collected by the platform under Regulation No. 37/2025.
- Advertising and Promotions: TopAds service allows sellers to promote products with bids starting from Rp 25,000, with the platform earning from ad spend. Additional promotional programs include Flash Sale placements, campaign event participation, and featured product placements.
- Payment Processing: Integrated payment services including GoPay digital wallet, bank transfers, credit cards, and installment options generate transaction processing revenue and float income.
- TikTok Commerce Integration: Following TikTok's acquisition of majority stake in Tokopedia's ecommerce unit and subsequent integration, commerce GMV from TikTok Shop's Southeast Asian operations (which reached over $30 billion in 2024) flows through the combined Tokopedia-TikTok infrastructure in Indonesia.
- Digital Services Top-up: Revenue from mobile credit, data package, and bill payment transactions including PLN electricity, with margin earned on digital product resales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Seller - No subscription fee, commission on sales |
| Transaction based/ take rate | Pay-as-you-go | Power Merchant - Enhanced seller tier with free shipping eligibility |
| Usage-based | Pay-as-you-go | TopAds Advertising - Pay-per-click promotional service |
| Transaction based/ take rate | Monthly | Tax Withholding Compliance - 0.5% on seller earnings |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Tokopedia product offering
Product offeringCore offering
Tokopedia operates Indonesia's largest C2C/B2C e-commerce marketplace connecting millions of buyers with sellers across all 34 Indonesian provinces, offering product listings in electronics, fashion, automotive, household, beauty, and lifestyle categories. The platform extends into integrated digital services including mobile top-up, electricity bill payments, flight and train tickets, hotel bookings, event tickets, game vouchers, mutual funds, gold investment, insurance, online lending, and Islamic charitable services. Sellers access Power Merchant tier benefits, TopAds paid promotion, official storefront branding, and logistics integration through Gojek's last-mile infrastructure.
Product overview
Tokopedia is Indonesia's largest e-commerce marketplace operating as a platform-plus-modules architecture. The core product is the marketplace connecting millions of buyers and sellers across diverse categories including electronics (smartphones, laptops, gaming), fashion, automotive, household goods, beauty, lifestyle, and sports. The platform extends through multiple integrated modules: financial services (gold investment via Pegadaian, mutual funds via Bareksa, online lending, insurance), travel services (flight and train tickets, hotel booking, event tickets), digital services (mobile credit, data packages, electricity bills, game vouchers, streaming), social commerce features, B2B digital tools, and the Government Kartu Prakerja training program integration. Tokopedia operates Official Store verified brand storefronts and Power Merchant seller tiers. Following TikTok's 2024 acquisition of a majority stake, TikTok Shop merged with Tokopedia under the GoTo Group structure, forming one of Southeast Asia's dominant e-commerce platforms controlling approximately 46.9% of regional GMV alongside Shopee and Lazada.
Differentiator
Problem solved
Functional benefit
Products and services
- Tokopedia Marketplace Core e-commerce marketplace platform in Indonesia connecting buyers and sellers across categories including electronics, fashion, automotive, household, lifestyle, beauty, and sports.
- Official Store Verified brand storefronts offering authentic products with official warranties and authenticity guarantees, operated by brands such as Samsung, Xiaomi, Oppo, Vivo, MSI, Epson, Kawasaki, Miniso, Gramedia, and Wardah.
- Top-Up and Tagihan Digital services for purchasing mobile credit (pulsa), data packages, PLN electricity tokens and bills, roaming, and phone number services for Indonesian consumers.
- Tiket Pesawat dan Kereta Flight and train ticket booking service covering Indonesian domestic routes and international destinations including Singapore, London, Bangkok, Kuala Lumpur, Sydney, Dubai, and Paris.
- Hotel Booking Hotel accommodation booking across major Indonesian cities including Jakarta, Bandung, Yogyakarta, Bogor, Surabaya, and others.
- Tiket Event Event ticket booking service for attractions, theme parks, concerts, and entertainment events across Indonesia.
- Food and Voucher Deals Restaurant and food voucher service featuring deals from major chains including KFC, McDonald's, Pizza Hut, Domino's Pizza, Yoshinoya, and Bakmi GM.
- Voucher Game Digital game credits and vouchers for Mobile Legends, Free Fire, PUBG, Steam, Garena, Unipin, Codashop, GooglePlay, and Point Blank.
- Pinjaman Online Online lending services including business loans, employee loans, education loans, vehicle collateral loans (BPKB), and instant cash loans via partner lenders Adira Finance, BFI Finance, and Julo under OJK supervision.
- Reksa Dana Mutual fund investment service partnered with Bareksa, offering easy registration and instant redemption with no admin fees for Indonesian retail investors.
- Investasi Emas Digital gold savings and trading service supervised by Pegadaian Indonesia, featuring instant buy and sell, gold missions, gold gifts, and subscription features.
- Asuransi Insurance products including shopping insurance, bill protection, travel insurance, vehicle insurance, gadget protection, electronics protection, and loan protection.
- Tokopedia Salam Islamic services module offering Zakat Fitrah, general donations, halal product verification, Qurban sacrifice meat, mosque finder, prayer schedule, and Quran access.
- Tokopedia B2B Digital Business-to-business digital platform for enterprise partners and resellers enabling wholesale and bulk procurement through dedicated B2B channels and partner networks.
- Streaming Services Video streaming service integrations including BeIN Sports, Wifi ID, Viu, and Catchplay.
- Kartu Prakerja Government Kartu Prakerja skills training program integration offering courses from partners including HarukaEdu, Cakap, Skill Academy, Arkademi, Hacktiv8, Baking World, Studilmu, Rumah Siap Kerja, and Hellomotion Academy.
- TopAds Pay-per-click advertising service enabling sellers to promote products within Tokopedia search results and platform pages with bids starting from Rp 25,000.
Quantifiable outcome
- GoTo reported 77% reduction in net loss for 2025, narrowing to Rp 1.18 trillion from Rp 5.15 trillion in 2024, with revenue growing 15.27% to Rp 18.32 trillion ($1.08 billion)
- +3 more outcomes
Companies that use Tokopedia
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles3 records
Tokopedia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Tokopedia partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered flagship, core and minor.
- Indonesia Ministry of Micro, Small and Medium EnterprisesflagshipIndonesia's MSME Ministry partnered with major e-commerce platforms including Tokopedia for the 'UMKM Bangkit' initiative, an online marketplace for 34,030 disaster-affected MSMEs in Aceh, North Sumatra, and West Sumatra, featuring products from 3,321 MSMEs across fashion, food & beverage, lifestyle, and handicraft sectors. Platforms committed to providing training and support for rebuilding efforts for two years.
- WIPO (World Intellectual Property Organization)flagshipWIPO Director General visited PT Tokopedia in August 2025 to discuss collaboration supporting small businesses on Indonesia's largest e-commerce platform. WIPO signed cooperation agreements with Indonesia's Ministry of Creative Economy targeting the $90 billion creative economy sector and explored IP-backed financing partnerships with BRI for Indonesia's 65 million MSMEs.
- TikTok (ByteDance)coreTikTok acquired a majority stake in Tokopedia's ecommerce unit, enabling TikTok Shop to resume operations in Indonesia under combined Tokopedia-TikTok infrastructure following 2024 regulatory approval. The integration combines Tokopedia's marketplace infrastructure with TikTok's content commerce capabilities, creating the second-largest e-commerce platform in Southeast Asia.
- GojekcoreGojek and Tokopedia completed a merger in 2021 to form GoTo Group, Indonesia's largest digital ecosystem combining ride-hailing, e-commerce, and logistics services. GoTo Group went public in 2022 with a $30 billion IPO valuation.
- SamsungflagshipSamsung operates an official store on Tokopedia, selling smartphones, tablets, and consumer electronics with official warranties and guaranteed authenticity.
- XiaomiflagshipXiaomi operates official stores on Tokopedia for smartphones, smart devices, and accessories including Redmi, Mi, and Poco product lines.
- OppoflagshipOppo maintains official store presence on Tokopedia for its Android smartphone portfolio, offering official warranties and promotional pricing.
- VivoflagshipVivo operates official stores on Tokopedia offering Android smartphones with official warranties and promotional offers.
- MSIflagshipMSI operates official store on Tokopedia offering gaming laptops, desktops, and computing hardware with official warranties.
- EpsonflagshipEpson maintains official store presence on Tokopedia for printers and imaging equipment including laser and inkjet printing solutions.
- KawasakiflagshipKawasaki Indonesia operates official store on Tokopedia selling motorcycles including Kawasaki Ninja and Kawasaki D-tracker, along with spare parts.
- MinisoflagshipMiniso operates official store on Tokopedia offering lifestyle products, accessories, and everyday goods.
- GramediaflagshipGramedia operates official store on Tokopedia offering books, magazines, and media products.
- WardahflagshipWardah operates official store on Tokopedia offering halal-certified cosmetics and beauty products.
- BareksacoreBareksa provides mutual fund (reksa dana) investment products integrated into Tokopedia's financial services platform, enabling users to invest in diversified portfolios with fast processing and no admin fees.
- Pegadaian IndonesiacorePegadaian (state-owned gold and pawnshop company) provides gold investment (emas digital) products integrated into Tokopedia, enabling users to buy, sell, and accumulate gold savings with features including gold missions, gold gifts, and gold subscriptions.
- Multiple Logistics and Courier PartnerscoreTokopedia integrates with multiple courier and logistics companies for shipment tracking, delivery services, and shipping fee aggregation, enabling sellers across Indonesia to offer various delivery options and buyers to track deliveries in real-time.
- UOB IndonesiaminorUOB Indonesia offers credit cards through Tokopedia's financial services platform with easy online application, welcome gift cards up to 300 thousand rupiah, and no administration fees.
- Citibank IndonesiaminorCitibank Indonesia provides credit card applications through Tokopedia's platform with quick online processing and promotional offers.
- MNC BankminorMNC Bank offers credit card services through Tokopedia's platform as part of the financial services ecosystem.
- GoPay (GoTo Financial)coreGoPay digital wallet integration enables seamless payments on Tokopedia including cashback in OVO Points (Gopay Coins), and powers the Bebas Ongkir free shipping program and various promotional campaigns.
- OVOcoreOVO electronic money integration enables payment processing on Tokopedia with cashback rewards and promotional offers.
- Adira FinanceminorAdira Finance provides online loan products through Tokopedia's fintech platform for various purposes including working capital, employee loans, education loans, and collateral loans (BPKB). Applications processed in under 5 minutes.
- BFI FinanceminorBFI Finance provides online lending services through Tokopedia's platform for various financing needs, supervised by OJK.
- JulominorJulo fintech provides online credit/loan products through Tokopedia's platform, offering personal loans and digital credit services supervised by Otoritas Jasa Keuangan (OJK).
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Tokopedia competitors and assessment
Company assessmentDirect peers
- Shopee (Sea Limited): Sea Group's Shopee is the #1 e-commerce marketplace in Southeast Asia with 48% regional GMV share, competing head-to-head with Tokopedia-TikTok in Indonesia across electronics, fashion and lifestyle categories on a similar marketplace-commission + advertising revenue model.
- Lazada (Alibaba Group): Alibaba-owned Lazada is one of the three SEA e-commerce platforms controlling 98.8% of regional GMV and competes with Tokopedia on the same multi-seller marketplace model, seller tools, and integrated logistics in Indonesia.
- TikTok Shop Indonesia: ByteDance's social-commerce marketplace, now merged into Tokopedia's ecommerce unit, drives the $45.6B SEA GMV flow in 2025 and is structurally identical to Tokopedia marketplace infrastructure, operating as the integrated Tokopedia-TikTok entity.
- Blibli: Blibli is an Indonesian-headquartered B2C e-commerce marketplace (now merged with Tiket.com parent Global Hits) offering electronics, fashion and grocery alongside travel bookings — directly comparable in geography, customer base and product mix to Tokopedia.
- Bukalapak: Originally an Indonesian C2C marketplace comparable to Tokopedia; exited the active e-commerce market in 2025 as cited in regional market commentary, illustrating the consolidation pressure on Indonesian e-commerce players.
- Traveloka: Indonesia's leading online travel platform competes directly with Tokopedia's flight, train, hotel and event ticket modules, sharing the same Indonesian consumer base, similar commission-based revenue model, and overlapping super-app ambitions into financial services.
Broad incumbents
- Amazon: Global e-commerce marketplace incumbent; Amazon's third-party seller marketplace, advertising business (>$50B run-rate) and logistics flywheel serve as the strategic reference point for where Tokopedia's marketplace + ads + logistics model could evolve.
- eBay: Established multi-seller online marketplace model with similar commission and advertising revenue streams; relevant as a structural comparable for Tokopedia's C2C roots and seller-paid promotion (TopAds) business line.
- JD.com: Alibaba-competitor Chinese e-commerce giant also expanding in SEA; relevant as a broad incumbent comparable on marketplace scale, integrated logistics and fintech/insurance adjacencies that mirror Tokopedia's super-app strategy.
Emerging players
- Grab: SEA super-app combining ride-hailing, food, deliveries and financial services (GrabPay, GrabFin); competes with GoTo (Tokopedia's parent) on adjacent super-app territory and is the most relevant comparable for Tokopedia's blended commerce + fintech + digital services model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Tokopedia social profiles
Digital presenceTokopedia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tokopedia leadership team
Management profileNumber of profiles
Profiles8 records
Tokopedia funding detail
Funding detailFunding overview
Funding rounds10 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tokopedia M&A and investment
M&A and investmentM&A1 record
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tokopedia
What does Tokopedia do?
Tokopedia operates Indonesia's largest C2C/B2C e-commerce marketplace connecting millions of buyers with sellers across all 34 Indonesian provinces, offering product listings in electronics, fashion, automotive, household, beauty, and lifestyle categories. The platform extends into integrated digital services including mobile top-up, electricity bill payments, flight and train tickets, hotel bookings, event tickets, game vouchers, mutual funds, gold investment, insurance, online lending, and Islamic charitable services. Sellers access Power Merchant tier benefits, TopAds paid promotion, official storefront branding, and logistics integration through Gojek's last-mile infrastructure.
Is Tokopedia a public or private company?
Tokopedia is a public company. It is classified as corporate owned and is currently operating.
When was Tokopedia founded?
Tokopedia was founded in 2009. It employs 5,001 to 10,000 people.
Where is Tokopedia based?
Tokopedia is headquartered in Jakarta, Indonesia, in the Asia region.
How does Tokopedia make money?
Five revenue lines are on record. Marketplace Commission is the primary driver. The others are advertising and Promotions, payment Processing, tikTok Commerce Integration and digital Services Top-up.
Who are Tokopedia's main competitors?
Direct peers on record are Shopee (Sea Limited), Lazada (Alibaba Group), TikTok Shop Indonesia, Blibli, Bukalapak and Traveloka. Broad incumbents are Amazon, eBay and JD.com. Grab is listed as an emerging player.
Does Tokopedia have an API?
No public API is recorded for Tokopedia.
What industry is Tokopedia in?
Tokopedia's product category is E-commerce Marketplace. Its primary akta.pro industry code is CRAFAJAA, Cross-border Marketplaces (Multi-seller), with a secondary code of THALAMAA, Online Booking & Reservation Platforms (B2B/B2C). Its NAICS code is 5615 and its SIC code is 5961.