GoTo and Indonesia's Digital Economy

How ride-hailing and e-commerce super apps like Gojek and Tokopedia grew into GoTo, how the digital economy boomed, and the 2023 TikTok Shop ban.

Indonesia has one of Southeast Asia’s largest digital economies.

Gojek

Started in 2010 as a motorcycle taxi (ojek) call centre, then an app in 2015.
Became a super app: rides, food delivery, payments and more.

Tokopedia

A leading e-commerce marketplace for small sellers.

GoTo

Gojek and Tokopedia merged in 2021 to form GoTo, listed in 2022. Its share price fell sharply after listing as investors demanded profits.

TikTok Shop

In 2023, Indonesia banned e-commerce transactions on social media, targeting TikTok Shop, to protect small traders.
TikTok then bought a controlling stake in Tokopedia in 2024.

Drivers

Young population, smartphones and a growing middle class.

Challenges

Profitability and regulation.

The ojek driver

A motorcycle taxi driver in Jakarta joins Gojek, getting rides and food deliveries through the app instead of waiting at a street corner.

Thinking digital giants only emerge in the US or China

Indonesia built super apps like Gojek.

Key takeaways

Gojek became a super app from a motorcycle taxi service.
Gojek and Tokopedia merged into GoTo in 2021.
Indonesia banned social media e-commerce in 2023.
TikTok bought a controlling stake in Tokopedia in 2024.