Indonesia's E-commerce Coffee Market in February 2025: Kapal Api Maintains Dominance Amid Market Consolidation

Indonesia's e-commerce coffee market showed signs of consolidation in February 2025, with total sales reaching IDR 74.64 billion across major digital platforms. The market landscape reveals continued dominance by established players while highlighting platform-specific competitive dynamics and evolving consumer preferences.

Market Overview and Scale

The Indonesian e-commerce coffee market generated IDR 74.64 billion in sales value during February 2025, representing a more concentrated market compared to broader quarterly figures. This substantial monthly performance underscores the consistent demand for coffee products through digital channels and the maturation of Indonesia's online retail coffee sector.

The market continues to encompass both traditional coffee powder and ready-to-drink (RTD) coffee products, with over 1,300 brand entries tracked across platforms, indicating robust competition and consumer choice.

Platform Performance Analysis

Shopee Dominates Monthly Sales

Shopee maintained its position as the leading coffee e-commerce platform, generating IDR 34.39 billion in February 2025, representing approximately 46% of the total market. The platform's strong performance reflects its effectiveness in serving Indonesia's mass-market coffee consumers.

Emerging Platforms Challenge Traditional Leaders

• TikTok achieved impressive sales of IDR 17.08 billion, capturing about 23% of the market and demonstrating the growing power of social commerce
• Tokopedia secured IDR 15.70 billion, maintaining a solid 21% market share
• Lazada contributed IDR 4.78 billion (6.4% market share)
• Blibli generated IDR 2.68 billion (3.6% market share)

Brand Landscape and Market Leadership

Kapal Api's Sustained Dominance

Kapal Api continued its market leadership across multiple platforms in February 2025, showcasing the enduring strength of this Indonesian coffee institution:

• Overall Market: Commands 42.4% market share, maintaining its dominant position
• Shopee: Leads with 51.6% of platform sales, reinforcing its mass-market appeal
• Blibli: Dominates with 45% market share on the platform
• Tokopedia: Captures 25.2% share, competing closely with other major brands
• TikTok: Holds 23.5% market share, showing strong social commerce presence
• Lazada: Maintains 24.1% of platform sales

Competitive Brand Dynamics

Traditional Coffee Giants:

• Nescafe shows strong cross-platform presence, particularly on Tokopedia (26.9%) and as the second-largest brand overall (17%)
• Good Day maintains consistent performance across platforms with notable strength on Tokopedia (7.5%)
• Luwak demonstrates premium positioning with focused market presence

Emerging and Specialized Brands:

• Indocafe maintains steady market presence across platforms
• Abc shows particular strength on Tokopedia and TikTok
• Celo Coffee appears prominently on multiple platforms, indicating growing brand recognition
• Starbucks maintains premium positioning on Tokopedia

Platform-Specific Market Insights

Shopee's Mass Market Leadership

Shopee's IDR 34.39 billion monthly performance reflects its strength in serving mainstream Indonesian coffee consumers. Kapal Api's dominant 51.6% share, followed by Nescafe (8.8%), indicates the platform's effectiveness for established, trusted brands that resonate with price-conscious consumers.

TikTok's Social Commerce Success

TikTok's impressive IDR 17.08 billion performance demonstrates the platform's unique ability to drive coffee sales through content-driven commerce. The more diverse brand mix, with Kapal Api (23.5%), Luwak (15.1%), and Indocafe (10.7%) suggests that visual storytelling and influencer marketing are reshaping coffee purchasing behavior.

Tokopedia's Premium Positioning

Tokopedia's IDR 15.70 billion market shows a balanced competitive landscape where Nescafe (26.9%) closely competes with Kapal Api (25.2%). The presence of Starbucks and other premium brands indicates the platform's success in attracting higher-value coffee consumers.

Specialized Platform Performance

• Lazada's IDR 4.78 billion performance shows concentrated brand leadership with Kapal Api (24.1%) and Good Day (25.2%)
• Blibli's IDR 2.68 billion market demonstrates Kapal Api's overwhelming dominance (45%) in this channel

Market Trends and Strategic Implications

Digital Commerce Maturation

The February 2025 performance of IDR 74.64 billion indicates a mature, stable market where established players have solidified their positions while new platforms create opportunities for brand differentiation and consumer engagement.

Social Commerce Revolution

TikTok's strong IDR 17.08 billion performance represents a fundamental shift in how Indonesian consumers discover and purchase coffee products. The platform's success suggests that content marketing, influencer partnerships, and visual storytelling are becoming critical components of coffee brand strategy.

Brand Loyalty vs. Platform Innovation

While Kapal Api maintains consistent leadership across platforms, the varying competitive dynamics on each platform suggest that successful coffee brands must develop platform-specific strategies while maintaining core brand values.

Premium Market Development

The presence of brands like Starbucks, specialized coffee products, and artisanal options across platforms indicates growing consumer sophistication and willingness to explore premium coffee options through digital channels.

Strategic Recommendations

For Coffee Brands

• Multi-platform presence remains essential, but platform-specific content strategies are increasingly important
• Social commerce capabilities are becoming critical, particularly for reaching younger demographics
• Brand storytelling through visual content can differentiate products in an increasingly crowded market

For E-commerce Platforms

• Content integration and social features may become differentiating factors for coffee sales
• Brand partnership strategies should consider both mass-market and premium positioning opportunities
• Cross-platform competition requires continuous innovation in customer experience and merchant support tools

for Market Participants

The February 2025 data suggests that Indonesia's e-commerce coffee market has entered a mature growth phase where established players maintain strong positions while innovative platforms create new opportunities for brand engagement and consumer reach.

Market Outlook

Indonesia's e-commerce coffee market in February 2025 demonstrates the successful evolution of traditional retail into sophisticated digital commerce. With Kapal Api maintaining market leadership while platforms like TikTok reshape consumer engagement, the market appears well-positioned for continued innovation and growth.

The IDR 74.64 billion monthly performance, distributed across diverse platforms and brands, indicates a healthy, competitive market that successfully serves Indonesia's coffee culture through digital channels. As social commerce continues to mature and consumer preferences evolve, the coffee industry's digital transformation in Indonesia serves as a compelling model for retail innovation in Southeast Asia's largest economy.

Bottom Line: Indonesia's coffee e-commerce market in February 2025 shows remarkable stability with IDR 74.64 billion in sales, led by Kapal Api's 42.4% market share, while TikTok's emergence as a major platform with IDR 17.08 billion demonstrates the growing importance of social commerce in reshaping how Indonesians buy coffee online.

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