DDlightek Unlockcommerce.withoutborders 2026印度尼西亚电子商务行业报告 出品方 前言 印度尼西亚（以下简称印尼）作为东盟最大的经济体，贡献了该地区约36%的GDP 并展现出约5%的稳健增长韧性。依托2.85亿的庞大人口基数及30.4岁的年轻化结 构，印尼已实现80.66%的互联网渗透率，且移动端用户占比高达98.7%。这种高 度的移动化特征与日益成熟的数字支付基础设施，共同构成了印尼数字经济发展的 坚实底层支撑。 SERATUSR GA 12026印度尼西亚电子商务行业报告 东南亚最大经济体，GDP约占东盟整体36% 作为东南亚最大的经济体及东盟（ASEAN）创始成员国， 印尼的经济规模约占东盟整体的36%。在全球经济环境不 确定性增强的背景下，印尼展现出稳健的增长韧性，除 印尼2025年的增长预期由4.7%上调至4.8%，进一步彰 4.86% 显了国际机构对该国经济增长前景的信心。 印尼经济增长主要由两大支柱驱动：一是资源优势，印尼 在棕榈油、煤炭等大宗商品领域拥有坚实的国际竞争优势， 更是全球第一大镍生产国和第二大生产国，在新能源电 池革命中地位关键；二是内需拉 ...

2025年，中美贸易战的起伏、全球财税监管的趋严、AI技术的深度渗透，共同重塑着跨境电商行业格局。作为"一带一路TOP10影响力社会智库"、"中国跨 境电商50人论坛"副秘书长、"丝路电商产教融合国际共同体"创始单位，网经社立足行业前沿，以数据为核心、以服务为支撑，在跨境电商领域开展了全方 位、多层次的研究与赋能工作，用专业力量陪伴行业穿越周期、稳健前行。 作为深耕数字经济18年的专业机构，网经社在2025年不仅记录了跨境电商行业的每一处脉动，更以"媒体+智库"的双重身份深度参与了行业生态的构建与治 理。对此，网经社及旗下跨境电商台对这一年在跨境电商所做的努力和成就进行了全面回顾。 3.数据库 建设有跨境电商数据库,拥有行业、园 区、投融资、月活、评级、违规、上市 公司财报等数据。 1.原创报道 累计发布30000+原创跨境电商资讯, 并独家策划了多起大型报道。 a c 3. 系列报告 跨境电商圆桌会 第六届全球跨境电子商务峰会 題因之以強出發端與公現 01 合发展及出口 2020世界跨境电子商务大会 美的"管理层内训跨境电商 中国服务贸易协会2025跨博会推介会 服务客户 XINGYUN|行g CP@I I ...

Group 1 - Shenzhen's cross-border e-commerce "no-invoice tax exemption" registration module launched on February 1, allowing companies to handle registration electronically under the 9610 supervision model [2] - Shopee will upgrade its GMV (Gross Merchandise Volume) metric to "sales revenue" starting February 3, 2026, reflecting actual sales performance by excluding seller subsidies [3] - USPS introduced a new "DDP" (Delivered Duty Paid) service for international shipping, allowing senders to prepay import duties for packages sent to Canada, Germany, and the UK [4] Group 2 - Amazon will implement new FBA inventory removal and disposal fees effective February 15, 2026, charging per item processed instead of batch orders, while keeping rates unchanged [5] - Mercado Libre announced an upgrade to its US forwarding warehouse policy, allowing Chinese sellers to access sales permissions in five Latin American countries with simplified logistics [7] - Lazada will launch the Seller Promo+ Advantage (SPA) program on February 9, 2026, offering various benefits to participating merchants while increasing commission rates for non-participants [8] Group 3 - AliExpress requires Spanish sellers to complete the EU VAT registration by March 31, 2026, or risk losing sales permissions [9] - JD.com will launch its European retail platform Joybuy in March 2026, providing support for UK brands in the Chinese market [10] - Shopee Singapore will tighten its late shipment rate assessment, lowering the penalty threshold from 10% to 5% starting March 10, 2026 [11] Group 4 - Ozon will adjust its logistics and sales fee structure starting April 6, 2026, simplifying pricing and optimizing regional delivery efficiency [12] - Walmart introduced a "post-purchase review" program for third-party sellers, allowing them to incentivize buyers to leave product reviews [13] - eBay will implement a new refund voucher system for US sellers starting in 2026, providing formal tax documents for refunds [14] Group 5 - Shopee Brazil will adjust service fees and open free shipping services to all sellers starting March 1, 2026, while also introducing buyer incentives [14] - SpeedPAK announced its logistics arrangements for the 2026 Spring Festival, detailing service suspensions and resumption dates [15] - TikTok Shop in the US launched a "picture-text trailer" feature in February, allowing merchants to create sales content directly from product images [16] Group 6 - Amazon will introduce a "high return rate product" label on certain product pages starting February 16, 2026, to enhance transparency regarding return rates [17] - eBay launched a "Time Away" vacation setting tool for sellers to manage their store during the Spring Festival, allowing for pre-set vacation periods and sales options [19]

Core Viewpoint - Jitu's expansion into the U.S. market is fraught with challenges, despite its strong position in Southeast Asia and plans to replicate its low-cost model against existing competitors [2][3][5][25]. Group 1: Jitu's Market Position and Strategy - Jitu has established a significant presence in Southeast Asia, with a package volume expected to exceed 30 billion by 2025, showing a year-on-year growth of 67.8% [5]. - The company achieved a net profit of approximately $8.89 million in the first half of 2025, a staggering increase of 186.6% year-on-year [5]. - Jitu's market share in Southeast Asia has reached 38%, positioning it as the leader in the region, while competitors like Shopee and Lazada have lower market shares [5][6]. Group 2: Challenges in the U.S. Market - The U.S. last-mile delivery market is dominated by major players like USPS, FedEx, and UPS, which collectively hold over 85% of the market share [18]. - New entrants such as GOFO and UniUni have intensified competition, with GOFO achieving daily order volumes of approximately 150,000 to 200,000 [19]. - Jitu's previous light-asset model may not be suitable for the U.S. market, where higher upfront investments and a more complex operational model are required [20][22]. Group 3: Growth Potential in Other Markets - Jitu is experiencing rapid growth in Latin America, with a year-on-year package volume increase of 43.6% and achieving profitability in the region for the first time [12][16]. - The company is leveraging its established infrastructure in Southeast Asia to replicate its success in Latin America, where the market dynamics are similar [13]. - In the Middle East, Jitu has maintained a stable operational base, achieving a delivery success rate of approximately 85% [16].

Core Insights - The 2026 China (Guangzhou) Cross-Border E-Commerce Fair, known as Guangzhou Cross-Border Fair, is set to take place from June 16-18, 2026, at the China Import and Export Fair Complex, aiming to showcase quality Chinese products globally [1][8] - The fair has seen a significant increase in scale, with exhibition space expanding to 50,000 square meters and over 1,500 brands expected to participate, attracting around 60,000 professional visitors [1][6] Group 1: Event Overview - The Guangzhou Cross-Border Fair is recognized as a benchmark exhibition in the cross-border e-commerce industry, supported by various provincial and municipal commerce departments [3] - The event will feature three core exhibition areas: supply chain, comprehensive trial zone, and platform and service providers, highlighting the latest products and industry trends [3][6] - The fair will also host the 4th China (Guangdong)-RCEP Member Countries Cross-Border E-Commerce Exchange Event, with participation from major platforms like Amazon and SHEIN [3][4] Group 2: Special Features - New thematic zones will be introduced, including cross-border e-commerce AI, outbound social media, and compliance for overseas expansion, aimed at enhancing industry development [3][6] - The AI zone will demonstrate applications in marketing and website building, while the compliance zone will provide insights into export policies and regulations [3] - The outbound social media zone will assist sellers in understanding overseas social platform operations to reach international audiences [3] Group 3: Historical Context - The Guangzhou Cross-Border Fair was established in 2021 under the guidance of the Guangdong Provincial Department of Commerce and the Guangzhou Municipal Government, with four successful editions held [6] - The 2025 fair featured over 1,000 enterprises from 22 countries, with participation from leading platforms such as Amazon, SHEIN, and eBay, making it a significant global cross-border e-commerce event [6]

Core Viewpoint - The company is accelerating the implementation of AI in marketing and e-commerce since 2022, focusing on content generation, targeted advertising, and user behavior data analysis [2] Group 1: AI Implementation - The company has developed systems like "Zhi Zhu Xia," "Jiu Ai Zhi Xing," and "Jiu Ai Zhi Ku" to achieve precise targeting of customer segments and enhance marketing effectiveness [2] - The company is exploring the commercialization of new AI technologies through its recently launched "Mai Dian AI Intelligent Matrix" strategic AI product [2] Group 2: Partnerships and Collaborations - The company has established deep collaborations with major domestic and international e-commerce platforms such as JD.com, Tmall, Taobao, Douyin, TikTok, and Lazada [2] - The company serves leading fast-moving consumer goods clients including Luzhou Laojiao, Shanxi Fenjiu, Wuliangye, Kimberly-Clark, L'Oréal, Unilever, and Procter & Gamble [2] Group 3: Data Accumulation and Analysis - The company has accumulated cross-regional and cross-category e-commerce data and developed a GMV attribution model [2]

Core Insights - Malaysia is emerging as a focal point for global guilds in the Southeast Asian live streaming economy, with Bigo Live set to enter a growth phase in 2026, creating a "golden window" for MCN entrants due to favorable policies, user base, technological innovation, and monetization potential [1] Market Fundamentals - Malaysia boasts a high internet penetration rate of 97.7% and over 80% smartphone user ratio, with daily social media usage exceeding 3 hours, creating a large and active user base [3] - Bigo Live has over 40 million monthly active users in Malaysia, with a 7.9% growth in paying users, while top guilds only capture 30% of the traffic, leaving ample room for mid-tier guilds to differentiate [3] - The demographic structure, with a significant proportion of Gen Z and Millennials (68% of gamers aged 18-35), drives demand for interactive and culturally rich live content, particularly among the 23% of the Chinese population with a strong cultural identity [3] Platform Policies - Bigo Live's tiered revenue-sharing model, offering a base split of 60%-70%, significantly exceeds the 50% benchmark of domestic platforms, with potential bonuses of 5%-15% for meeting monthly targets and up to 85% during special events [4] - New guilds benefit from a three-month traffic protection period, with a 30% higher chance of being featured on local and global trending lists, and can unlock a 100,000 initial traffic pool by binding five or more hosts within seven days [4] Technological Empowerment - The application of AI technology in 2026 provides revolutionary solutions for cost reduction and efficiency enhancement, allowing guilds to create localized virtual IPs at a fraction of traditional costs [6] - AI-driven tools improve operational efficiency, increasing effective streaming hours from 4 to 6 and boosting reward income by 35%, while real-time translation supports 83 languages, enhancing user engagement [6] Monetization Innovations - Bigo Live is transitioning guilds from a single tipping model to a diversified ecosystem that includes live streaming, e-commerce, knowledge payment, and digital collectibles [7] - Collaborations with local e-commerce platforms like Shopee and Lazada have led to significant sales, with some guilds achieving over one million in GMV per live session [7] - The introduction of AI-generated digital collectibles has opened new revenue streams, with some guilds earning over 500,000 annually from limited edition NFTs [7] Localization Opportunities - Emphasizing local culture is key for guilds to differentiate themselves, with Bigo Live allowing custom virtual gifts that reflect local themes, resulting in a 40% increase in gift income for specific cultural events [9] - Targeted content for various ethnic groups, such as Malay and Indian communities, has proven successful in attracting loyal audiences, demonstrating the effectiveness of a global platform with localized content [9] - The combination of market advantages, policy support, technological empowerment, and monetization innovation positions the Malaysian Bigo guild market as a unique opportunity for growth in 2026 [9]

Core Insights - iRobot, a pioneer in the robotic vacuum industry, has filed for bankruptcy protection, having previously dominated nearly 80% of the global market [1] - Chinese brands have rapidly risen in the market, capturing nearly 70% of global shipments by the third quarter of 2025, according to IDC [1] - Southeast Asia has become a key market for various brands, with significant growth potential due to its young population and high digitalization [1] Group 1 - The retail sales of robotic vacuums in Southeast Asia grew by nearly 40% year-on-year in the first seven months of 2025, making it the strongest emerging market [2] - Chinese brands hold over 80% market share in the Southeast Asian robotic vacuum market [2] - Stone Technology has achieved a four-digit growth in sales on Lazada, the leading platform for smart robotic vacuums in Southeast Asia [1][2] Group 2 - Stone Technology is enhancing its core technological capabilities in mapping, obstacle avoidance, and cleaning efficiency while also introducing differentiated products like floor washers [2] - The company is strategically expanding its presence both online and offline in Southeast Asia, collaborating deeply with Lazada for sales, operations, and marketing [2] - Lazada assists brands in adjusting product offerings and pricing strategies based on consumer preferences and price sensitivity in different Southeast Asian countries [2]

Core Insights - The Southeast Asian e-commerce market is facing increased compliance pressures, highlighted by significant law enforcement actions against smuggling, indicating a shift towards stricter regulations [1] - The era of growth driven by "low-price duty-free" strategies is coming to an end, with compliance and localization becoming essential for survival and growth in 2026 [1][3] Group 1: Regulatory Changes - The global compliance wave is accelerating the transformation of tax systems in Southeast Asia towards transparency and standardization, presenting both challenges and opportunities for cross-border merchants [3] - Starting January 1, 2026, China will implement electronic verification for export goods regarding tax compliance, making it essential for cross-border sellers to ensure business compliance and complete documentation [4] Group 2: Taxation and Pricing Strategies - In Thailand, approximately 97% of import goods will have taxes included in the final pricing, leading to increased costs across various product categories, with clothing expected to rise by 20%-30% and electronics by 10% [5] - Vietnam's e-commerce platforms are adopting a model of withholding and remitting taxes for individual sellers, requiring accurate account information to avoid compliance issues [7] - Indonesia is planning to optimize its tax system, which will further standardize the tax environment, necessitating urgent adjustments in supply chains and product structures for sellers relying on low-price models [7] Group 3: Strategic Recommendations - For high-value, seasonal products, sellers should prioritize air freight and local warehousing to enhance delivery speed and user experience while recalculating total costs to ensure profitability [9] - For low-value, everyday items, transitioning to local shipping through bulk sea freight can mitigate logistics costs and improve customer experience, marking a strategic shift from cross-border to local sales [11] - For popular consumer goods, a mixed logistics strategy of air freight for urgent needs and sea freight for stable inventory can help manage cash flow and meet demand fluctuations [12] Group 4: Long-term Market Positioning - The Southeast Asian e-commerce landscape is evolving into a competitive arena where compliance capabilities, localized operations, and brand strength are critical for success [17] - Companies must embrace compliance proactively, adjust strategies, and deepen local operations to secure a foothold in the market and capitalize on long-term growth opportunities [17]

Group 1 - The core e-commerce market in six ASEAN countries (Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam) is projected to reach approximately $181 billion by 2025, reflecting a 16% growth from $156 billion in 2024 [1] - The overall digital economy in ASEAN is expected to grow by 15% year-on-year, reaching $299 billion, marking the second consecutive year of double-digit expansion [1] - The growth dynamics are shifting from a subsidy-driven model to a new consumption model centered around content, interaction, and algorithms [5] Group 2 - ASEAN has a population of nearly 700 million, with increasing smartphone and mobile internet penetration, leading to a unique shopping behavior that is deeply integrated with mobile and social platforms [6] - Video e-commerce is becoming a decisive variable, with projections indicating it will contribute approximately 25% to the overall e-commerce GMV by 2025, up from less than 5% in 2022 [7] - The rise of platforms like TikTok is accelerating this shift, as video content provides a more intuitive presentation of products, enhancing user trust and reducing decision-making time [7] Group 3 - The product category structure in ASEAN e-commerce is evolving, with increased online penetration of electronics, food, fresh produce, and home goods, driven by higher consumer trust in online shopping [8] - Consumers are breaking down psychological barriers regarding high-decision-cost products, indicating a shift in purchasing behavior [9] - Algorithms are becoming central to e-commerce efficiency, with platforms integrating short video content into the transaction process, creating a closed loop that enhances user engagement and conversion rates [10][11] Group 4 - The purchasing logic of ASEAN consumers is changing, with trust replacing price as the core decision factor, driven by the transparency offered by short videos and live streams [12] - Shopping is becoming more emotional and social, with users engaging in live interactions and community-driven consumption experiences [12] - The future of ASEAN e-commerce will be driven by content and intelligence, with a focus on video e-commerce as a foundational infrastructure and AI capabilities as a competitive threshold [13]