The digital commerce landscape in Indonesia is undergoing a significant shift as more businesses or sellers begin to limit their dependence on major marketplace platforms such as Shopee, Tokopedia, and TikTok Shop. This trend, often referred to as an exodus, is triggered by the accumulated disappointment of brand owners regarding various new policies deemed to burden their business continuity.
Several merchants have complained about skyrocketing digital operational costs, ranging from platform commission hikes that now reach 10 to 35 percent, order processing fees, advertising rates, to the obligation to cover free shipping subsidies. In addition to financial burdens that increasingly squeeze profit margins, uncertainties in operational regulations such as sudden account suspensions and product listing algorithm changes have further worsened the business climate within the ecosystem.
Historically, marketplaces have been the main engine driving the digitalization of national MSMEs by cutting down traditional market barriers. However, the platforms' highly dominant bargaining position now places them as market gatekeepers (gatekeepers) with full control over transaction traffic. Analysts assess that this phenomenon indicates that the e-commerce industry in Indonesia has entered a mature phase, where business actors are starting to realize the importance of having full control over their digital assets.
Nonetheless, leaving the marketplace network entirely is not a wise solution, given the massive established consumer base. The most realistic step for businesses today is to implement an omnichannel strategy. In this approach, marketplaces are still used as a means to acquire new customers, while independent websites, social media, and instant messaging services are optimized to build loyalty and long-term direct interaction with customers.
The future of Indonesia's digital economy must not get caught in a power struggle between platform providers and seller partners. The sustainability of this ecosystem heavily relies on creating a more balanced, transparent, and accountable relationship. E-commerce platforms are expected to be more open regarding fee adjustments, while businesses must continue to improve their adaptability and digital independence.
