Indonesia Loyalty Market Size & Forecast by Spend Value Across 100+ KPIs by Program Type, Channel Mix, Sector, Embedded Loyalty Penetration, and Platform Spend Segmentation - Databook Q1 2026 Update

The loyalty market in Indonesia is expected to grow by 17.4% annually, reaching US$963.7 million by 2026.

The loyalty market in the country has experienced robust growth during 2021-2025, achieving a CAGR of 19.7%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 14.9% from 2026 to 2030. By the end of 2030, the loyalty market is projected to expand from its 2025 value of US$820.8 million to approximately US$1.67 billion.

Key Trends and Drivers

The Indonesian loyalty program market is being reshaped by super-app ecosystems, payments-led engagement, and intense ecommerce competition. Loyalty functions as an embedded layer within daily digital activity rather than a standalone program. Over the forecasting period, these dynamics are expected to strengthen, reinforcing ecosystem control, app-based execution, and disciplined use of incentives across Indonesia’s digital and physical commerce landscape.

Embed loyalty within super-app and digital ecosystem usage

• Loyalty programs in Indonesia are increasingly embedded within super-app ecosystems rather than operating as standalone retail schemes. GoTo Group integrates loyalty benefits across Gojek and Tokopedia through GoPay-linked rewards, while Grab continues to operate GrabRewards across ride-hailing, food delivery, and payments in Indonesia.
• Indonesia’s digital economy is shaped by super-app behaviour, where consumers rely on a small number of platforms for transport, food, shopping, and payments. Loyalty embedded into these ecosystems reinforces repeat usage and cross-service engagement without requiring separate enrollment.
• Ecosystem-led loyalty is expected to intensify, with rewards increasingly designed to keep users within a single platform’s services rather than to compete across platforms.

Position payments-linked loyalty as a driver of wallet preference

• Digital wallets and fintech platforms use loyalty to influence everyday payment behaviour. GoPay, OVO, and DANA link cashback, points, and merchant offers directly to QRIS and in-app transactions.
• Interoperable payments have reduced differentiation on transaction acceptance. Loyalty provides wallets with a mechanism to drive top-of-wallet positioning and encourage repeat usage across merchants.
• Payments-led loyalty is expected to remain structurally important, with greater emphasis on targeted incentives tied to profitable transaction flows.

Use ecommerce-led loyalty to defend frequency and platform stickiness

• Ecommerce platforms continue to embed loyalty into buyer engagement models. Tokopedia integrates rewards through GoTo’s ecosystem, while Shopee maintains Shopee Coins as a mechanism to drive repeat purchases and in-app engagement.
• Indonesia’s ecommerce market is highly competitive, with low switching costs and frequent promotions. Loyalty allows platforms to influence repeat behaviour without relying solely on price-led campaigns.
• Ecommerce-led loyalty is expected to deepen, with closer integration between shopping, payments, and logistics experiences.

Extend loyalty into offline retail through QR and app-based execution

• Loyalty programs are increasingly linking offline merchants to digital platforms via QR-based identification and app-linked rewards. Modern trade retailers and food-service chains use app-based loyalty and wallet integrations to bridge physical and digital interactions.
• Indonesia’s retail landscape remains fragmented, with a large offline footprint. QRIS adoption and widespread smartphone usage allow loyalty programs to connect offline transactions to digital profiles at low cost.
• Offline-online loyalty integration is expected to expand, favouring simple earn-and-redeem mechanics over complex tiering.

Operate loyalty within tightening data and consumer protection frameworks

• Loyalty programs increasingly reflect Indonesia’s evolving data protection and digital governance requirements, with clearer consent mechanisms and more controlled data usage across platforms.
• Regulatory focus on personal data protection and digital services places greater responsibility on platforms that collect and process behavioural data through loyalty programs.
• Compliance considerations are expected to shape loyalty design, favouring large platforms with established governance capabilities and slowing aggressive personalisation initiatives.

Competition is structured in the Indonesian loyalty program market

The Indonesian loyalty program market is competitive but highly concentrated around super-app, wallet, and marketplace ecosystems. Competition is driven by control of daily digital behaviour, execution quality, and regulatory readiness rather than by the launch of new loyalty schemes. Over the forecasting period, competitive dynamics are expected to further favour scaled platforms that can integrate loyalty seamlessly across services while operating within tightening regulatory expectations, leaving limited scope for standalone or lightly integrated entrants.

Competition is centred on super-app control rather than standalone loyalty schemes

Indonesia’s loyalty market is competitive but structurally concentrated. Loyalty is embedded within platforms that already control high-frequency use cases such as transport, food delivery, ecommerce, and payments. This limits the viability of independent loyalty programs and raises barriers for new consumer-facing entrants without distribution scale. Competitive intensity is therefore expressed through ecosystem depth and daily relevance rather than through proliferation of new schemes.

Super-app ecosystems set the benchmark for loyalty execution

The competitive landscape is led by platform operators that integrate loyalty across multiple services. GoTo Group integrates loyalty benefits across Gojek and Tokopedia primarily through GoPay-linked incentives, with GoPay Coins functioning as the common rewards currency across ride-hailing, food delivery, ecommerce, and offline merchant payments. Legacy tier-based programs such as GoClub have been phased out, with loyalty now embedded more directly into payment usage and promotional mechanics. In parallel, Grab continues to operate GrabRewards in Indonesia, enabling cross-service earn and burn across ride-hailing, food delivery, and selected payments use cases within the Grab ecosystem. These players compete by expanding the number of everyday touchpoints where loyalty applies, making substitution by smaller programs difficult.

Digital wallets compete to secure top-of-wallet behaviour

Wallet-led loyalty represents a second competitive axis. GoPay, OVO, and DANA link rewards and cashback to QRIS and in-app transactions. Competition in this segment focuses on frequency and merchant coverage rather than reward differentiation. Loyalty is used to influence habitual payment choice in an interoperable payments environment.

Ecommerce platforms defend loyalty through closed-loop engagement

Ecommerce-led loyalty remains competitive, particularly among large marketplaces. Tokopedia operates within the GoTo ecosystem, while Shopee maintains Shopee Coins to support repeat purchasing and in-app engagement. These programs are closely tied to platform promotions, logistics, and wallet usage, reinforcing closed-loop loyalty rather than cross-platform coalitions.

New entrants focus on merchant enablement rather than consumer scale

New competitive entry in Indonesia is concentrated at the enablement layer. Fintechs, POS providers, and marketing technology firms offer modular loyalty, cashback, and offer-management tools for merchants and SMEs. These entrants typically integrate into existing wallet or super-app ecosystems rather than launching independent programs. Their role is to improve execution and merchant participation, not to reshape the consumer-facing loyalty landscape.

Partnerships, consolidation, and regulation reinforce platform advantage

Over the past 12 months, partnership activity in Indonesia’s loyalty market has been driven by platform integration rather than consolidation. GoTo Group has continued to align rewards and vouchers across Gojek, Tokopedia, and GoPay, embedding loyalty deeper into its existing services rather than forming external coalitions.
Similarly, Grab has expanded merchant and transport integrations that support GrabRewards execution in Indonesia, following regional platform consolidation.

This report provides a detailed data-centric analysis of the loyalty industry in Indonesia, offering comprehensive coverage of both overall and alternative lending markets. It covers more than 100+ KPIs, including spend value on loyalty schemes, loyalty breakage rate, and penetration rate.

The report provides in-depth segmentation across the loyalty ecosystem, capturing loyalty spend value and breaking it down by core market dimensions. It classifies loyalty activity by program models (such as points, cashback, tiered, subscription, coalition, and gamified formats), membership structures, and execution channels (in-store, online, and mobile app), alongside embedded loyalty use cases integrated into payments, commerce, and platform ecosystems. The analysis further segments the market by industry verticals and assesses technology enablement, including AI-driven personalisation and emerging blockchain-led program mechanics. In addition, the dataset captures consumer demographics, enrolment pathways, and key program economics such as value accumulation, redemption, and breakage. Collectively, these datasets provide a comprehensive and quantifiable view of market size, structure, engagement behaviour, and value realisation dynamics within the loyalty market.

The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Report Scope

This report provides a detailed data-centric analysis of the loyalty market in Indonesia, with comprehensive coverage across retail-sector context, loyalty spend dynamics, and loyalty platform economics. Below is a summary of key market segments:

Indonesia Retail Sector Market Context

• Indonesia Retail Industry Market Size, 2021-2030
• Indonesia Ecommerce Market Size, 2021-2030
• Indonesia POS Market Size Trend Analysis, 2021-2030

Indonesia Loyalty Spend Market Size and Growth Dynamics

• Indonesia Loyalty Spend Market Size and Future Growth Dynamics, 2021-2030
• Indonesia Loyalty Spend on Schemes by Value Accumulated and Value Redemption Rate, 2025
• Indonesia Loyalty Spend Share by Functional Domains, 2021-2030
• Indonesia Loyalty Spend by Loyalty Schemes, 2021-2030
• Indonesia Loyalty Spend by Loyalty Platforms, 2021-2030

Indonesia Loyalty Schemes Spend Segmentation by Loyalty Program Type

• Point-based Loyalty Program
• Tiered Loyalty Program
• Mission-driven Loyalty Program
• Spend-based Loyalty Program
• Gaming Loyalty Program
• Free Perks Loyalty Program
• Subscription Loyalty Program
• Community Loyalty Program
• Refer a Friend Loyalty Program
• Paid Loyalty Program
• Cashback Loyalty Program

Indonesia Loyalty Schemes Spend Segmentation by Channel

• In-Store
• Online
• Mobile

Indonesia Loyalty Schemes Spend Segmentation by Business Model

• Seller Driven
• Payment Instrument Driven
• Other Segment

Indonesia Loyalty Schemes Spend Segmentation by Key Sectors

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Other

Sector × Channel Views: Loyalty Schemes Spend by Key Sectors and Channels

• Online Loyalty Spend by Sector, 2021-2030
• In-store Loyalty Spend by Sector, 2021-2030
• Mobile App Loyalty Spend by Sector, 2021-2030

Indonesia Retail Sector Deep-Dive: Loyalty Schemes Spend by Retail Segment

• Diversified Retailers
• Department Stores
• Specialty Stores
• Supermarket and Convenience Store
• Other

Indonesia Loyalty Schemes Spend Segmentation by Accessibility

• Card Based Access
• Digital Access

Indonesia Loyalty Schemes Spend Segmentation by Consumer Type

• B2B Consumers
• B2C Consumers

Indonesia Loyalty Schemes Spend Segmentation by Membership Type

• Free
• Free + Premium
• Premium

Indonesia Loyalty Spend Split by Embedded vs. Non-Embedded Loyalty

• Embedded Loyalty Programs
• Non-Embedded Loyalty Programs

Indonesia Loyalty Spend Split by Use of AI / Blockchain

• AI Driven Loyalty Program
• Blockchain Driven Loyalty Program

Indonesia Loyalty Platform Spend Segmentation by Software Use Case

• Analytics and AI Driven
• Management Platform

Indonesia Loyalty Platform Spend Segmentation by Vendor / Solution Partner

• In-house
• Third-Party Vendor

Indonesia Loyalty Platform Spend Segmentation by Deployment

• Cloud
• On-Premise

Indonesia Loyalty Platform Spend Segmentation by Offering

• Software
• Services
• Custom Built Platform vs. Off the Shelf Platform

Indonesia Consumer Demographics & Behaviour (Loyalty Spend Share), 2025

• Age Group
• Income Level
• Gender

Indonesia Loyalty Program KPIs, Behavioral Metrics & Embedded, 2025

• Primary Loyalty Motivation Split Analysis
• Loyalty Program Breakage Rate Analysis
• Loyalty Program Enrollment Channel Mix Analysis
• Embedded Loyalty Penetration by Channel

Reasons to Buy

• Comprehensive Market Intelligence: Gain a comprehensive view of the loyalty market by quantifying total loyalty spend value and its composition across loyalty schemes and loyalty platforms, supported by retail context indicators to benchmark market scale, structure, and growth dynamics.
• Granular Loyalty Spend Coverage: Analyze loyalty spend value across loyalty schemes and loyalty platforms, supported by structured segmentation across program types (e.g., point-based, tiered, cashback, subscription, community, gaming, mission-driven, paid, and referral-led formats).
• Channel and Sector-Level Execution Insights: Evaluate how loyalty spend is distributed across in-store, online, and mobile channels, and across key verticals including Retail, Financial Services, Healthcare & Wellness, Restaurants & Food Delivery, Travel & Hospitality, Telecoms, and Media & Entertainment, with dedicated sector × channel views.
• Program Structure and Participation Mix: Understand how loyalty schemes differ by business model (seller-driven vs. payment-instrument-driven), accessibility (card-based vs. digital), consumer type (B2B vs. B2C), and membership type (free, premium, and free+premium), enabling more precise program design and competitive benchmarking.
• Embedded Loyalty and Emerging Mechanisms Tracking: Assess the evolution of embedded vs. non-embedded loyalty and track spend splits linked to program enablement, including AI-driven and blockchain-driven loyalty program spend where captured in the dataset.
• Platform Spend and Vendor/Deployment Benchmarking: Benchmark loyalty platform economics by software use case (analytics/AI-driven vs. management platforms), solution partner model (in-house vs. third-party), deployment (cloud vs. on-premise), and offering mix (software vs. services; custom-built vs. off-the-shelf).
• Consumer Demographics and Program KPI Lens: Access loyalty spend share by age, income, and gender, alongside decision-critical program KPIs such as loyalty penetration (% of retail sales under loyalty), primary motivation split, breakage rate, enrollment channel mix, and embedded loyalty penetration by channel.
• Decision-Ready Databook Format with 100+ KPIs: Leverage a structured dataset with historical and forecast coverage through 2030, designed for direct integration into market models, strategic planning, and executive presentations by retailers, platforms, payment providers, technology vendors, and investors.