The landscape and financial access of social commerce sellers in Indonesia

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The landscape and financial access of social commerce sellers in Indonesia

by Putu Monica Christy and Bianda Kanani
Sep 11, 2025
2 min

This report by MSC draws on a study of 458 social commerce sellers across seven provinces, 70% of whom are women. It explores their business journeys, access to finance, and the opportunities to build a stronger, more inclusive digital economy.

Social commerce sellers have emerged as Indonesia’s new generation of entrepreneurs. They hold massive potential to expand the country’s MSME ecosystem. They can create new pathways for women and small businesses to participate in the digital economy. Unlike formal e-commerce platforms, social commerce uses channels, such as WhatsApp, Instagram, and Facebook, which are already familiar to many sellers and provide a flexible entry point into the market.

This report hinges on data from 458 respondents across seven provinces, 70% of whom are female sellers. We present two core findings: 1) The journey of social commerce sellers, and 2) their access to credit and financial services. Together, these findings offer a comprehensive view of the challenges that sellers face. For many, social commerce serves as their first step towards digitalization.

The report also identifies pressing issues in the social commerce ecosystem, such as unclear regulatory frameworks, limited trust and protections for customers and sellers, and fragmented digital tools for each sales step that make transactions inefficient.

At the same time, the report identifies opportunities for policymakers, regulators, and financial service providers to strengthen this ecosystem. These stakeholders can help sellers grow sustainably if they link formalization with real benefits, integrate financial solutions into platforms, and design safeguards to build trust.

The social commerce sector must understand the sellers’ journeys and address the financial barriers they face. This is how the sector can realize its full potential and drive inclusive digital transformation.

Here are the links to the reports: