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As of the second quarter of 2022, Sociolla ranked first among the most visited e-commerce sites for cosmetics in Indonesia, with around *** million monthly web visits. Following its success as the leading e-commerce site for cosmetics in the country, Sociolla expanded its business by opening its first physical store in 2019.

E-commerce is making inroads into the cosmetics market

Indonesian consumers have multiple retail channels to buy makeup products from, with a growing interest in using e-commerce for such purposes. A recent survey revealed that roughly ** percent of Indonesians preferred e-commerce as the primary channel to purchase their makeup products. Even though offline channels are still dominating the distribution of beauty and personal care product sales in Indonesia, online sales channels have been seeing a steady increase in market share since 2017. The Indonesian cosmetics market is estimated to continue expanding and reach an annual revenue of approximately *** billion U.S. dollars by 2027.

E-commerce trends in Indonesia

The coronavirus (COVID-19) pandemic has been one of the factors driving e-commerce growth in Indonesia. Between 2019 and 2021, the annual gross merchandise volume (GMV) of e-commerce nearly doubled from ** billion U.S. dollars to ** billion U.S. dollars. E-commerce is expected to continue to gain traction in the Indonesian market as the number of users increases, reaching approximately *** million by 2027.