A data profile of the people who buy, follow and care about Tokopedia in Indonesia — modelled from more than twelve digital signal sources. Tokopedia has an estimated audience of 10,524,169 people in Indonesia.
The average Tokopedia fan in Indonesia is 32.2 years old, balanced, and lives primarily in West Java.
The audience is concentrated in West Java, Jakarta, East Java.
Top brand affinities include AliExpress, Al-Qur'an Online, Kijiji, with strongest over-indexing on AliExpress (1.65× the country average).
Demographically, the Tokopedia audience skews balanced with an average age of 32.2, and over-indexes on personality traits such as Social Media Usage, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical Tokopedia fan in Indonesia is balanced, around 32.2 years old, with strong Social Media Usage tendencies and a notable affinity for AliExpress.
The key figures that characterise the Tokopedia profile in Indonesia.
54.2% are female, 45.8% are male, average age 32.2.
| Metric | Value |
|---|---|
| Female | 54.2% |
| Male | 45.8% |
| Average age | 32.2 |
| Estimated audience size | 10,524,169 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 34% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 7% |
of the worldwide Tokopedia audience comes from Indonesia.
| Country | Share |
|---|---|
| Indonesia | 62.5% |
| United States | 18.9% |
| China | 3.1% |
Where the Tokopedia audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Jakarta | ~3M | 3.33× | |
| 02 | Banten | ~1M | 2.47× | |
| 03 | Special Region of Yogyakarta | ~300K | 1.85× | |
| 04 | West Java | ~3M | 1.82× | |
| 05 | Bali | ~300K | 1.66× | |
| 06 | Central Java | ~1.5M | 1.35× | |
| 07 | East Java | ~1.5M | 1.30× | |
| 08 | Riau Islands | ~100K | 1.26× | |
| 09 | East Kalimantan | ~200K | 1.12× | |
| 10 | South Sumatra | ~300K | 1.06× | |
| 11 | Central Kalimantan | ~80K | 0.96× | |
| 12 | South Kalimantan | ~100K | 0.92× | |
| 13 | Bangka-Belitung Islands | ~50K | 0.92× | |
| 14 | Lampung | ~200K | 0.87× | |
| 15 | South Sulawesi | ~300K | 0.86× | |
| 16 | West Kalimantan | ~100K | 0.83× | |
| 17 | North Kalimantan | ~30K | 0.81× | |
| 18 | West Papua | ~30K | 0.77× | |
| 19 | North Sumatra | ~400K | 0.76× | |
| 20 | Jambi | ~90K | 0.76× | |
| 21 | Riau | ~200K | 0.73× | |
| 22 | Papua (province) | ~50K | 0.73× | |
| 23 | North Sulawesi | ~80K | 0.72× | |
| 24 | Bengkulu | ~60K | 0.67× | |
| 25 | West Nusa Tenggara | ~80K | 0.65× | |
| 26 | West Sumatra | ~100K | 0.63× | |
| 27 | Southeast Sulawesi | ~50K | 0.59× | |
| 28 | North Maluku | ~20K | 0.58× | |
| 29 | Central Sulawesi | ~60K | 0.57× | |
| 30 | Aceh | ~80K | 0.55× | |
| 31 | Gorontalo (disambiguation)(2) | ~30K | 0.55× | |
| 32 | Maluku | ~30K | 0.54× | |
| 33 | West Sulawesi | ~20K | 0.53× | |
| 34 | East Nusa Tenggara | ~60K | 0.49× |
The strongest cross-interests of the Tokopedia audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Aku Bangga Menjadi Ibu | Topic | 2.01× | ||
| 02 | elevenia ID | Shopping | 1.91× | ||
| 03 | Bhinneka.Com | Shopping | 1.83× | ||
| 04 | MatahariMall.com | Website / Newspaper / Magazine | 1.80× | ||
| 05 | Berrybenka.com | Website / Newspaper / Magazine | 1.76× | ||
| 06 | Mint (candy) | Food & Beverages | 1.72× | ||
| 07 | Tech in Asia | Technology & Electronics | 1.67× | ||
| 08 | Maternal bond | Kids & Family | 1.67× | ||
| 09 | AliExpress | Shopping | 1.65× | ||
| 10 | Daffodil International University | Business & Career | 1.64× | ||
| 11 | Kijiji | Shopping | 1.63× | ||
| 12 | Quoka | Shopping | 1.63× | ||
| 13 | Hackaday | Internet & Social Media | 1.62× | ||
| 14 | The Lunch Box | Food & Beverages | 1.59× | ||
| 15 | Listerine | Beauty & Wellness | 1.58× | ||
| 16 | Al-Qur'an Online | Website / Newspaper / Magazine | 1.57× | ||
| 17 | JD.com | Shopping | 1.54× | ||
| 18 | Agricultural cooperative | Business & Career | 1.53× | ||
| 19 | Sharda University | Business & Career | 1.53× | ||
| 20 | Mentos | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.43× | |
| Early Adopter Mentality | POWER | 0.42× | |
| Need for Security | CONSERVATISM | 0.42× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.23× | |
| Travelling | THRILL | 0.34× | |
| Patriotism | CONSERVATISM | 0.39× |
Tokopedia has an estimated audience of 10,524,169 people in Indonesia, concentrated in West Java and Jakarta.
54.2% of Tokopedia fans are female, 45.8% are male, with an average age of 32.2 years.
Tokopedia fans show strongest brand affinity for AliExpress (1.65×), Al-Qur'an Online (1.57×), and Kijiji (1.63×) over the country average.
Tokopedia fans in Indonesia are most concentrated in West Java (reach ~3M), Jakarta (reach ~3M), and East Java (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Tokopedia itself, the audience over-indexes on Al-Qur'an Online (1.57×), Kijiji (1.63×), Bhinneka.Com (1.83×), and Listerine (1.58×) compared to the Indonesia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia who actively search for Tokopedia. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Indonesia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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