一、2026年印尼主要电商平台政策变化
1. 平台合规门槛全面提升
营业执照强制化：所有月交易额超过2亿印尼盾（约合1.2万美元）的商家需办理正式商业许可
产品认证扩围：电子设备、化妆品、食品类目需提供BPOM（印尼食品药品管理局）认证
数据本地化存储：用户交易数据需存储在印尼境内数据中心
2. 税务合规强化
电子发票系统全面实施：所有交易需接入税务总局在线开票系统
跨境税收收紧：低于100美元进口商品不再享受免税优惠
平台代扣代缴：Shopee、Tokopedia等平台将自动代扣增值税
3. 本土化扶持与限制并行
TikTok Shop重启限制：要求51%以上股权由印尼本土持有
“优先本地卖家”算法：本土店铺在搜索排名中获得加权
进口商品标签新规：需清晰标注原产国与印尼本地代理商信息
二、商家应对建议
1. 合规化优先策略
资质提前准备：立即启动BPOM认证、清真认证（尤其食品类）申请，平均需3-6个月
财税系统升级：接入官方电子发票API，聘用本地会计处理月度税务报告
数据架构调整：与阿里云印尼、AWS雅加达等合规云服务商合作
2. 本土化深度运营
注册本地公司：通过PMDN（国内投资）形式设立PT公司，控股本土店铺
建立本地仓储：在雅加达、泗水、万隆设仓，将配送时效缩短至2天内
印尼团队建设：雇佣本地运营、客服团队，文化适配性提升60%
3. 多渠道风险分散
平台多元化布局：同步运营Shopee、Tokopedia、Lazada、Blibli至少3个平台
私域流量建设：通过WhatsApp社群、Instagram商店积累复购客户
O2O融合探索：在巴厘岛、雅加达试点“线上订单+线下提货点”
4. 产品策略调整
聚焦潜力类目：母婴用品、家居装饰、本地特色手工艺等政策支持品类
差异化认证：获取“印尼制造”标签，享受平台流量倾斜
清真经济布局：申请MUI清真认证，打开穆斯林市场增量空间
三、2026年印尼电商趋势预测
合规成本上涨20%，但规范化市场将淘汰30%无序竞争者
本土品牌迎来黄金期，具有本地元素的产品溢价能力提升
直播电商进入2.0阶段，TikTok与本地电视台合作形成新流量矩阵
二三线城市渗透加速，物流网络延伸将激活1.2亿新消费者
结语
2026年印尼电商市场正从“野蛮生长”转向“精耕细作”。新政虽带来短期阵痛，却为合规商家清理了赛场。提前布局合规、深度本土化、灵活调整战略的卖家，将在东南亚最大数字经济体中抢占新一轮增长红利。
Indonesia's E-commerce Platform New Policies 2026 and Merchant Response Strategies
I. 2026 Policy Changes on Major Indonesian E-commerce Platforms
1. Comprehensive Upgrade of Platform Compliance Thresholds
Business license mandatory: All merchants with a monthly transaction volume exceeding IDR 200 million (approx. USD 12,000) must obtain formal business permits.
Expanded product certification: Electronics, cosmetics, and food categories now require BPOM (Indonesian Food and Drug Authority) certification.
Data localization storage: User transaction data must be stored in data centers located within Indonesia.
2. Enhanced Tax Compliance
Full implementation of the electronic invoice system: All transactions must be connected to the tax authority's online invoicing system.
Tightened cross-border taxation: Imported goods valued below USD 100 will no longer enjoy tax exemption.
Platform withholding: Major platforms like Shopee and Tokopedia will automatically withhold Value-Added Tax (VAT).
3. Parallel Localization Support and Restrictions
TikTok Shop's revised ownership restrictions: Requires over 51% equity to be held by Indonesian locals.
"Priority local seller" algorithm: Local stores will receive weighting in search rankings.
New imported goods labeling regulations: Must clearly indicate the country of origin and local Indonesian agent information.
II. Merchant Response Recommendations
1. Compliance-First Strategy
Early preparation of qualifications: Immediately initiate BPOM and Halal certification (especially for food products), processes which require 3-6 months on average.
Tax system upgrade: Connect to the official e-invoice API and consider hiring local accountants for monthly tax reporting.
Data architecture adjustment: Partner with compliant cloud service providers such as Alibaba Cloud Indonesia or AWS Jakarta.
2. Deep Localization Operations
Register a local company: Establish a PT (Perseroan Terbatas) company through the PMDN (Penanaman Modal Dalam Negeri) scheme to manage local stores.
Build local warehousing: Set up warehouses in key locations like Jakarta, Surabaya, and Bandung to reduce delivery time to within 2 days.
Local team building: Hire local operations and customer service teams to improve cultural adaptability and operational efficiency by approximately 60%.
3. Multi-channel Risk Diversification
Platform diversification: Operate simultaneously on at least three major platforms such as Shopee, Tokopedia, Lazada, and Blibli.
Private traffic development: Build customer loyalty through WhatsApp Business communities and Instagram Shops.
O2O integration exploration: Pilot "online order + offline pickup point" models in cities like Bali and Jakarta.
4. Product Strategy Adjustment
Focus on potential categories: Prioritize policy-supported categories such as mother & baby products, home decor, and local handicrafts.
Differentiated certification: Obtain "Made in Indonesia" labels to benefit from platform traffic
prioritization.
Halal economy strategy: Apply for MUI (Majelis Ulama Indonesia) Halal certification to access the growing Muslim consumer market.
III. 2026 Indonesian E-commerce Trend Predictions
Compliance costs to rise by 20%, but market standardization will eliminate approximately 30% of non-compliant competitors.
Golden era for local brands: Products with local elements will see increased premium pricing capability.
Live streaming e-commerce enters phase 2.0: Partnerships between TikTok and local TV stations are expected to form new traffic matrices.
Accelerated penetration in tier-2/3 cities: Logistics network expansion will activate up to 120 million new consumers.
Conclusion
Indonesia's e-commerce market is transitioning from a phase of "rapid expansion" to "refined operation" in 2026. While the new policies present short-term challenges, they ultimately create a more level playing field for compliant merchants. Sellers who proactively ensure compliance, deepen localization efforts, and adapt their strategies flexibly are poised to capture the next wave of growth opportunities in Southeast Asia's largest digital economy.
