2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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2019 Rank # | 2018 Rank #

Big Mover




A plunging local currency and domestic economic uncertainty presents a unique opportunity for global gig platforms to provide certainty and stability for skilled Indonesian gig workers.

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Biggest Movers


Marketplace Expansion Index Rank

Down 8 Spots from 2018 Index Rank of #18


  • Fourth highest retail ecommerce growth
  • Third highest number of freelancers
  • High public awareness of sharing economy providers


  • Very poor payments infrastructure (third to last)
  • Volatility of currency
  • Regulatory battles and protectionism of incumbents

Facts You Can't Forget


The Youths Are Coming. The median age in Indonesia is 30.2 years and its population carries increased purchasing power, making Indonesia a great market in which to reach consumers of products and services.


You’ve Got An Incoming Call. The number of Indonesian smartphone users is expected to reach 92 million by 2019.


Widespread Adoption. Go-Jek processes more than 100 million transactions for its 20-25 million monthly users in Indonesia alone.

Ranking Highlights

For our full explanation, visit our methodology page



The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.



You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity


This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.



The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"Ecommerce unicorn Tokopedia is launching a ‘virtual credit card’ called TokoSwipe, marking the latest effort by local tech firms to get card-less Indonesians to shop on credit."

"Jack Ma, executive chairman of China’s Alibaba Group Holding, said on Saturday he plans to open an institute to train thousands of tech entrepreneurs in Indonesia, where he is already an adviser to the government on ecommerce."

"The epicentre of the struggle remains Indonesia. As the single largest market in the region, it is also the most important... Grab claims to control 65 percent of the country’s ride-hailing market. But the competition is so fierce that neither [Grab or Go-Jek] turns a profit in the country from rides. Go-Jek’s expansion plans may be an attempt to force Grab to throw money away in other South-East Asian markets too, reducing its ability to pour money into Indonesia."