The Harsh Reality for Online Sellers in 2026: Why Many Merchants Are Leaving Marketplaces

2026: The Toughest Year for Indonesian Online Sellers

The year 2026 is shaping up to be the most challenging yet for online business owners in Indonesia. While the value of online transactions is projected to reach Rp650 trillion, the reality on the ground shows a concerning trend: more online sellers are choosing to close their stores or exit major marketplaces.

This paradox creates a harsh reality for digital business owners. On one hand, the e-commerce market continues to grow. On the other, sellers' profit margins are being eroded by various new costs that were previously unimaginable.

New Policies Burdening Sellers

The situation has flipped 180 degrees compared to a few years ago. If marketplaces were once considered paradise for sellers thanks to subsidies and platform burn-rate strategies, conditions have now changed completely.

Based on collected data, marketplace platforms implemented various new policies throughout 2025-2026, including:

• Commission increases reaching Rp650,000 per item for certain product categories
• Implementation of new logistics fees previously subsidized
• Algorithm changes reducing organic product visibility
• Minimum sales requirements to maintain seller status

These policies directly impact the sustainability of millions of sellers who rely on marketplaces as their primary sales channel.

Real Impact: Thin Margins and Mass Store Closures

The phenomenon of sellers closing stores on platforms like Tokopedia has become increasingly widespread during the 2025-2026 period. Many small and medium businesses cannot survive with this new cost structure.

From internal seller community surveys, it was found that:

• More than 30% of sellers reported net margin declines of up to 50% compared to 2024
• Many new sellers don't survive beyond 3-6 months due to soaring operational costs
• Seller communities reported store closure increases of 40-50% in some categories

One particularly striking data point: 84% of Indonesian e-commerce consumers feel the impact of these new policies, reflected in price changes and reduced promotions.

Government Response and Platform Reactions

Responding to the wave of complaints from business owners, the Minister of Trade has convened representatives of sellers and marketplace platforms to address concerns about burdensome practices.

This meeting produced several key points:

• Government requesting platforms to be transparent about fee structures
• Need for regulations protecting sellers from algorithmic monopoly practices
• Consideration of policies to support independent online stores as marketplace alternatives

However, implementing these policies takes time, while sellers continue struggling with increasingly thin margins every day.

SME Digital Transformation: Beyond Just Switching Platforms

Given these conditions, many business owners are realizing the importance of more comprehensive digital transformation. Not just selling on marketplaces, but building more diverse sales channels.

Approaches many sellers are taking in 2026 include:

1. Building standalone online stores to reduce marketplace dependency
2. Optimizing social commerce and direct-to-consumer sales channels
3. Implementing ERP systems for operational efficiency
4. Using AI technology for personalization and customer retention

This transformation requires upfront investment, but long-term provides greater control over margins and customer relationships.

Survival Strategies Amid Marketplace Pressure

For sellers still choosing to persist on marketplaces, several strategies are being applied to overcome these harsh realities:

• Platform diversification – not relying on a single marketplace, spreading across multiple platforms to reduce risk
• Operational cost optimization – using automation and technology for efficiency, including implementing AI for business process automation
• Focus on customer retention – building proprietary customer databases for repeat sales outside marketplaces
• Premium product strategy – shifting to higher-margin products to compensate for commission costs

These approaches help sellers maintain profitability even as marketplace costs continue rising.

The Future of Indonesian E-Commerce: What Needs Preparation?

Looking at Indonesian e-commerce trends for 2026, the digital landscape will continue evolving rapidly. Platform integration, regulatory changes, and evolving consumer behavior will continue reshaping how online business works.

For business owners and aspiring sellers, understanding these harsh realities isn't about giving up—it's about preparing more sophisticated strategies. Marketplaces remain important channels, but excessive dependency without diversification can become a deadly trap.

Colabs helps your business build strong, sustainable digital foundations. From standalone online store development, system integration, to implementing cutting-edge technology for operational efficiency. Consult your digital business needs with our team.