Blibli
Blibli is a publicly-listed Indonesian e-commerce marketplace serving Indonesian consumers with general retail, electronics, fashion, groceries (Bliblimart), and integrated travel booking (Tiket.com), operating as one of the country's top-5 platforms alongside Shopee, Tokopedia, and Lazada.
- Company typePublic
- Founded2010
- HeadquartersJakarta, Indonesia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Blibli does
Blibli is an Indonesian publicly-listed (IDX: BELI) e-commerce marketplace founded in 2010 and headquartered in Jakarta, serving Indonesian consumers across general retail, electronics, fashion, groceries, and travel. Its core platform operates as a multi-category online shopping destination, complemented by sub-brands including Bliblimart (online grocery with same-day and instant delivery), Blibli Health (health and beauty), Blibli Elektronik (electronics), and the integrated Tiket.com travel platform for flights, hotels, trains, and event tickets. The technology stack centers on a consumer-facing mobile-first marketplace with iOS, Android, and Huawei AppGallery apps, proprietary logistics coordination (Blibli Express) leveraging partnerships with JNE, SiCepat, J&T, GoSend, GrabExpress, and Paxel, and a Click & Collect offline network. Compliance posture is anchored by ISO 27001 and ISO 27701 certifications validated by BSI Group.
Blibli's business model combines marketplace commissions and advertising fees with direct (1P) product sales, particularly in electronics and groceries, plus transaction fees from Tiket.com travel bookings and digital services (mobile top-ups, bill payments, eSIMs). Revenue is further diversified through its proprietary financial services: Blibli Pay wallet, Blibli Tiket PayLater BNPL, 0% cicilan installment plans with Akulaku, Kredivo, and Home Credit Indonesia, and loyalty programs (Blibli Tiket Rewards). The platform monetizes consumer demand through flash sales, daily promotions, bank cashbacks, an affiliate program offering 20% commissions, and a YouTube Shopping partnership offering up to 5% to creators. Authorized-reseller relationships with Apple, Samsung, ASUS, Nike, and Adidas anchor premium electronics and sportswear categories.
Strategically, Blibli operates in a top-5 position alongside Shopee, Tokopedia-TikTok, and Lazada in a $43.4B (2025) Indonesia B2C e-commerce market projected to reach $61.61B by 2029 at ~10.6% CAGR. The company has pursued vertical and geographic expansion via the Dekoruma acquisition (2024), Ranchmarket (2021), and Tiket.com's 2026 launch in Japan, while executing a staff reduction in late 2025 to refocus priorities. Despite accelerating top-line growth, profitability remains elusive, with negative EBITDA and net losses sustained across 2021–2025.
Blibli firmographics
Firmographics- Name
- Blibli
- Legal name
- Blibli
- Website
- https://blibli.com
- Company type
- Public
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Blibli is a publicly-listed Indonesian e-commerce marketplace serving Indonesian consumers with general retail, electronics, fashion, groceries (Bliblimart), and integrated travel booking (Tiket.com), operating as one of the country's top-5 platforms alongside Shopee, Tokopedia, and Lazada.
- Ownership category
- akta.pro rank
Blibli industry classification
Industry- Product category
- E-commerce Marketplace
- NAICS
- Grocery and Convenience Retailers (4451), Convenience Retailers (445131)
- SIC
- Retail-Computer & Computer Software Stores (5734), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industries
- BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)
Keywords
Where Blibli is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Blibli business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Supply Chain
Revenue model
- Marketplace Commission & Transaction Fees: Blibli charges sellers marketplace fees and commissions on transactions facilitated through its platform. The platform also earns from advertising and promotional placement fees from brands and sellers.
- Direct Product Sales: Revenue from direct sales of products across categories including electronics, fashion, groceries, and home goods through Bliblimart
- Travel Booking (Tiket.com): Commission and service fees from booking flights, hotels, trains, and event tickets through integrated Tiket.com platform
- Digital Services & Payments: Fees from digital product sales including mobile credits, bill payments, electricity tokens, and eSIM purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Consumer retail pricing across all product categories |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Blibli product offering
Product offeringCore offering
Blibli is an Indonesian e-commerce marketplace platform that aggregates third-party sellers and first-party inventory across consumer electronics, fashion, health & beauty, automotive, home & living, and groceries. The platform is supported by an in-house logistics arm (Blibli Express), an omnichannel BOPIS Click & Collect service, and complementary digital products including Blibli Pay (e-wallet), Blibli Tiket PayLater (BNPL), and Blibli Tiket Rewards (loyalty).
Product overview
Blibli is an Indonesian e-commerce marketplace platform that operates as a multi-category online shopping destination offering a comprehensive range of products and services. The platform is structured with its core Blibli e-commerce marketplace complemented by several specialized sub-brands and features including Bliblimart (online groceries and daily necessities), Blibli Health (health and beauty products), and Blibli Elektronik (dedicated electronics category). The ecosystem integrates Tiket.com for travel bookings (flights, trains, hotels, events) within a single account, and offers proprietary payment solutions including Blibli Pay wallet and Blibli Tiket PayLater buy-now-pay-later service. Additional value-added services include loyalty rewards (Blibli Tiket Rewards), affiliate marketing programs (Blibli Affiliate and YouTube Shopping), B2B corporate purchasing, and fulfillment features like Click & Collect, priority Blitz shipping, and Tukar Tambah trade-in. The platform supports multiple payment methods including various e-wallets (GoPay, OVO, DANA, LinkAja), bank transfers, credit cards, and cash-on-delivery options through convenience store partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Blibli Online Marketplace A multi-category online marketplace where individual consumers in Indonesia can shop for consumer electronics, fashion, health & beauty, automotive, home & living, and groceries from a combination of third-party sellers and first-party inventory, with nationwide delivery and in-store Click & Collect pickup.
- Bliblimart An online grocery platform enabling Indonesian consumers to order fresh produce, household essentials, and daily-needs items for home delivery or Click & Collect pickup.
- Blibli Health A dedicated health & beauty category on Blibli offering pharmaceuticals, personal care, skincare, and wellness products to Indonesian consumers.
- Tiket.com An online travel reservation platform offering booking of flights, hotels, trains, and event tickets to Indonesian consumers, integrated with Blibli Pay and Blibli Tiket Rewards.
- Blibli Pay A digital wallet that enables Blibli shoppers to make payments, top up balances, and transact across the Blibili marketplace and partner merchants.
- Blibli Tiket PayLater A Buy Now Pay Later credit facility that lets Indonesian consumers split purchases on the Blibli marketplace and Tiket.com into installments, including 0% installment options on eligible items.
- Blibli B2B Program A dedicated business-to-business e-commerce platform enabling Indonesian corporations and SMBs to purchase office supplies, operational goods, and bulk products through corporate procurement workflows.
- Blibli SIPLah
Quantifiable outcome
- Indonesia B2C ecommerce market projected to grow from $43.40B (2025) to $61.61B (2029) at 10.6% CAGR
Companies that use Blibli
Customer profileSegments2 records
Ideal customer profiles3 records
Blibli technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature5 records
Blibli partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Tiket.comcoreTiket.com is an integral part of the Blibli ecosystem, providing integrated travel booking services including flights, hotels, trains, and event tickets. Users can access Tiket.com services through their Blibli account, creating a unified shopping and travel experience.
- Ranch MarketminorPremium grocery retail partner potentially integrated with Bliblimart for expanded reach
- JNE ExpresscorePrimary logistics and delivery partner providing shipping services across Indonesia
- SiCepatcoreExpress delivery partner for same-day and next-day shipping services
- AnterAjacoreExpress courier service partner for package delivery
- J&T ExpresscoreLogistics partner for nationwide delivery services
- GrabExpresscoreOn-demand delivery partner for instant and same-day delivery in urban areas
- GoSendcoreSame-day and instant delivery partner integrated with Gojek ecosystem
- PaxelcoreLogistics partner for same-day delivery services
- Ninja VanminorRegional logistics partner for package delivery
- BSI GroupcoreCertification body providing ISO 27001 and ISO 27701 certifications for information security and privacy management systems
- SamsungcoreFlagship store partner for Samsung electronics products including Galaxy S series, tablets, and accessories
- ApplecoreAuthorized Reseller for iPhone, iPad, MacBook, and Apple accessories with official warranty support
- ASUScoreLaptop and gaming products partner including ROG series, Zenfone phones, and accessories
- AdidascoreSportswear and athletic products partner for footwear, apparel, and accessories
- NikecoreAthletic footwear and apparel partner selling running shoes, basketball shoes, and sportswear
Scale indicators4 records
Recent moves7 records
Expansion highlights7 records
Blibli competitors and assessment
Company assessmentDirect peers
- Shopee (Sea Limited): Sea Limited's Shopee is Blibli's primary competitor in Indonesian B2C e-commerce — a marketplace platform with integrated payments, similar promotional mechanics, and the largest share of consumer mindshare in the country.
- Tokopedia (GoTo + TikTok): Tokopedia, merged with TikTok's social commerce arm and part of GoTo, directly competes with Blibli across general merchandise and integrates shoppable video — a structural differentiator Blibli lacks.
- Lazada Indonesia (Alibaba): Lazada's Indonesian arm is a top-5 marketplace competitor backed by Alibaba, with comparable multi-category breadth and competing flash-sale mechanics.
- Bukalapak: Indonesian-headquartered e-commerce marketplace publicly listed on IDX, serving similar SMB sellers and consumers with a horizontal marketplace model.
- Traveloka: Traveloka is the most direct comparable to Blibli's Tiket.com subsidiary — both are regional online travel booking platforms with strong Indonesian consumer brands; they compete on flights, hotels, and event tickets.
- JD.ID: JD.ID, the Indonesian arm of JD.com, is a horizontal marketplace competitor focused heavily on electronics and authentic-product guarantees — overlapping with Blibli's Blibli Elektronik category and 'Pasti ORI' positioning.
Broad incumbents
- Amazon: Global e-commerce marketplace incumbent; not a direct competitor in Indonesia today but a benchmark for Blibli's long-term ambition to scale an integrated marketplace + payments + logistics stack.
- Alibaba Group (Taobao/Tmall): Alibaba operates Lazada in SE Asia and is the parent of one of Blibli's direct competitors (Lazada); comparable as a broad incumbent across marketplace, payments, and cloud.
Others
- GoTo Group (Gojek): Indonesian consumer-internet super-app encompassing ride-hailing, payments (GoPay), and commerce (Tokopedia); an ecosystem peer adjacent to Blibli's marketplace + Blibli Pay + wallet strategy.
Emerging players
- HappyFresh: Online grocery delivery specialist that competes with Bliblimart in the same-day and instant-delivery grocery vertical — a relevant niche comparable for Blibli's grocery sub-brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Blibli social profiles
Digital presenceBlibli compliance and trust
Trust signalCompliance5 records
Blibli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Blibli leadership team
Management profileNumber of profiles
Profiles2 records
Blibli subsidiaries and ownership
Company hierarchySubsidiaries2 records
Blibli funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Blibli M&A and investment
M&A and investmentM&A4 records
Investments5 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Blibli
What does Blibli do?
Blibli is an Indonesian e-commerce marketplace platform that aggregates third-party sellers and first-party inventory across consumer electronics, fashion, health & beauty, automotive, home & living, and groceries. The platform is supported by an in-house logistics arm (Blibli Express), an omnichannel BOPIS Click & Collect service, and complementary digital products including Blibli Pay (e-wallet), Blibli Tiket PayLater (BNPL), and Blibli Tiket Rewards (loyalty).
Is Blibli a public or private company?
Blibli is a public company. It is classified as public and is currently operating.
When was Blibli founded?
Blibli was founded in 2010. It employs 1,001 to 5,000 people.
Where is Blibli based?
Blibli is headquartered in Jakarta, Indonesia, in the Asia region.
How does Blibli make money?
Four revenue lines are on record. Marketplace Commission & Transaction Fees are the primary driver. The others are direct Product Sales, travel Booking (Tiket.com) and digital Services & Payments.
Who are Blibli's main competitors?
Direct peers on record are Shopee (Sea Limited), Tokopedia (GoTo + TikTok), Lazada Indonesia (Alibaba), Bukalapak, Traveloka and JD.ID. Broad incumbents are Amazon and Alibaba Group (Taobao/Tmall). GoTo Group (Gojek) is listed as an others. HappyFresh is listed as an emerging player.
Does Blibli have an API?
No public API is recorded for Blibli.
What industry is Blibli in?
Blibli's product category is E-commerce Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of FSAGAIAG, BNPL Consumer Apps & Wallets (Discovery, Management). Its NAICS code is 4451 and its SIC code is 5734.