Run an e-commerce business in Indonesia

Retailer vs marketplace — different KBLIs, different rules

If you sell your own products via your own website / app, you're an online retailer (KBLI 47914). If you operate a platform where third-party sellers list goods, you're a marketplace operator (KBLI 63122 — web portals / marketplaces). The distinction matters because foreign-ownership tiers and PSE classification differ. Some businesses register both — selling first-party SKUs on a marketplace platform that also hosts third-party sellers.

Foreign-ownership cap depends on transaction value

Indonesia's e-commerce regulation (Pres. Reg. 10/2021 + Permendag follow-on) introduced foreign-ownership tiers tied to projected annual transaction value. Below a certain threshold, foreign ownership of marketplace operators may be capped at 49%; above, conditions ease. The reality is that almost every serious foreign-funded marketplace exceeds the threshold. The specific cap varies by sub-activity and changes occasionally — confirm at incorporation.

PSE registration with Kominfo

Every digital platform serving Indonesian users must register with Kominfo as a Penyelenggara Sistem Elektronik (PSE). Two tiers: PSE Lingkup Privat (private-scope) for most commercial platforms, and PSE Strategis for systems handling sensitive personal data. Failure to register has been enforced — Kominfo has blocked major foreign platforms for not registering. The application is filed via the OSS PSE portal and runs alongside the standard NIB workflow.

KBLI codes that fit this goal

Permits you'll typically need

• PSE registration (Penyelenggara Sistem Elektronik)

  Kominfo (Ministry of Communication & Informatics)

  Mandatory for any digital platform serving Indonesian users. Filed via the OSS PSE portal alongside NIB.

• BPOM Izin Edar (per product if F&B / cosmetics / drugs)

  BPOM

  Required if your e-commerce sells regulated products — even if you only resell.

• Halal certificate

  BPJPH

  For food/beverage and personal-care products sold via the platform.

• Personal data protection compliance (UU PDP)

  Kominfo

  Indonesia's UU 27/2022 (Personal Data Protection Law) applies to any platform processing user data — privacy notice + data controller registration.

How much capital and what ownership rules apply

Standard PT PMA capital floor (IDR 2.5b paid-up, IDR 10b total investment per KBLI per location). E-commerce KBLIs are *conditional* — foreign-ownership caps shift based on activity sub-class and projected transaction value. Most serious foreign-funded e-commerce operations qualify for high-foreign-ownership tiers, but the specific cap should be confirmed at incorporation since regulations updated periodically.

Step-by-step setup

1. 01
   Decide retailer vs marketplace — different KBLIs, different PSE classifications, different ownership rules.
2. 02
   Confirm the foreign-ownership tier that applies given your projected scale + sub-activity classification.
3. 03
   Incorporate PT PMA → KBLI 47914 (retailer) or 63122 (marketplace), often paired with 62019 for the software arm.
4. 04
   NIB via OSS → PSE registration via OSS PSE portal — typically issued within 2–6 weeks.
5. 05
   BPOM and halal applications for any regulated SKUs you stock or list.
6. 06
   Personal Data Protection compliance: privacy policy, consent flows, data-controller registration with Kominfo under UU 27/2022.
7. 07
   Launch + LKPM quarterly reports + ongoing PSE compliance audits (Kominfo monitors).

Common gotchas worth knowing

• ·PSE non-registration is enforced — Kominfo blocked PayPal, Yahoo, Steam in 2022. Don't soft-launch without it.
• ·Indonesia's UU PDP (Personal Data Protection Law) applies to any platform processing Indonesian user data — even if your servers are abroad.
• ·Marketplace operators face additional rules on third-party seller verification, prohibited-goods lists (drugs, firearms), and dispute resolution mechanisms.
• ·Live-streaming commerce (TikTok-style) had a 2023 ban that was partly reversed — current rules require the live-commerce platform to be separated from the social-media platform under same-ownership scrutiny.

Frequently asked