Start-up market: Indonesia

Indonesia is the first in the authorial series of To Reforge iconographies dedicated to global markets. They are to provide in a nutshell the most important information about the internet in the region.


Indonesia is an island nation located across 17,508 islands and undoubtedly one of the most attractive markets in South-East Asia. With over 250 million people, Indonesia is the largest country in the region, the fourth most populous country in the world after China, India and the US, and 14th in regard to its surface area.


When looking at the high level of its economic growth, Indonesia is considered as a member of the countries known as Asian Tigers. It is a member of G20, ASEAN, UN and WTO, among others.

As far as the number of internet users is concerned, Indonesia is the fifth country in the world – according to We Are Social agency, there are as many as 88.1 million active internet users and this number has increased by 15% in the space of the last 12 months. Most internet users are between the age of 18 and 25, and on average they spend 3 hours 55 minutes a day using the internet. Indonesians are active on social media platforms such as Facebook and Google.

In recent years, the growth in the use of mobile internet was impressive. Currently, about 85% of internet traffic is generated by mobile phones. As many as 85% of Indonesians have mobile phones, while 43% use smartphones. The number of active SIM cards in Indonesia is almost twice the population number, and income from their subscription amounted to EUR 326.3 million last year.

– It is telling that in a country where most people live in poverty, nearly the entire internet traffic comes from mobile phones. Indonesians in a way passed over the computer stage and started their adventure with the internet immediately with the use of mobile phones – says Magda Nojszewska, Head of Business at To Reforge.

Indonesian e-commerce is one of the most frequently discussed topics in the world of start-ups in South-East Asia. The most popular payment platforms include Doku, iPay88, and Veritrans. Nonetheless, online sales still represent less than one percent of the entire digital sector in Indonesia, which indicates high growth potential in this country.


Devise: To Reforge


Article appeared on the website:, 22-03-2017

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