Selling to customers in Indonesia: pricing, payments and taxes
Indonesia has one of the biggest online populations in the world. Yet for many foreign sellers it barely shows up in sales. The interest is there. The checkout usually isn't.
Credit cards play a small part in Indonesian online shopping. Buyers mostly use e-wallets, bank transfers, and QR codes. Add a price set for US wallets, and the sale doesn't happen. Here's what to know about price, payments, and tax.
What prices look like in Indonesia
World Bank data for 2025 puts Indonesia's price level at about 29% of the US level at market exchange rates. So a $49 product feels a lot like a $170 product would to a US buyer.
Here's what some well-known apps charged on the Indonesian App Store in August 2026:
| Product | Indonesia price | Share of US price |
|---|---|---|
| CapCut Pro | Rp144,000/month | About 41% |
| Gemini Advanced | Rp309,000/month | About 87% |
| Copilot Pro | Rp349,000/month | About 98% |
The AI apps barely discount, because every user costs them compute. Instead, OpenAI launched ChatGPT Go in Indonesia in September 2025 at Rp75,000 a month, a smaller plan at a far lower price. That's about 57% of the $8 US Go price set when Go went worldwide in 2026. If you wonder why prices differ like this, cost per user is the short answer.
A $49 product, priced for Indonesia
Same price as the US
$49
Feels like roughly $170 would to a US buyer.
60% off
$19.60
Still well above a pure price-level match, but within reach.
For a course, ebook, or template, start around 60% off. Keep software with real usage costs near full price and offer a smaller plan. The regional pricing calculator gives you a starting number.
How Indonesians pay online
Credit cards are not the default here. Online shoppers mostly use:
- E-wallets like GoPay, OVO, DANA, and ShopeePay.
- QRIS, the national QR code standard, which any banking or wallet app can scan.
- Bank transfers, often through a virtual account number.
QRIS alone had around 58 million users by late 2025, according to Indonesia's payment system association. Plenty of people who pay this way every day don't own a credit card.
The hard part: these methods usually need a local partner. Some local payment companies require an Indonesian business entity. Before you count on a method, check whether your payment provider supports it for your account. If it doesn't, a lower price still helps the buyers who do pay by card.
VAT on foreign digital sales
Indonesia charges VAT on digital products sold by foreign companies. You only have to collect it once your sales to Indonesian buyers pass a threshold: more than Rp600 million a year or Rp50 million a month, or more than 12,000 users a year or 1,000 a month. Above that, the tax office appoints you as a VAT collector.
Since 2025 the rate is 12% on a tax base of 11/12 of the price, which works out to 11% of the price before VAT. Small sellers are often below the threshold. If you grow past it, a merchant of record or a local adviser is the easy path.
Before you push sales in Indonesia
Set an Indonesia price
Around 60% off for low-cost products. A smaller plan for usage-heavy software.
Check local payment methods
See which e-wallets, QRIS, or bank transfers your provider supports for you.
Watch the VAT threshold
Rp600 million a year in sales, or 12,000 users a year.
Show the Indonesia price to Indonesia
Evendeals shows visitors from Indonesia the Indonesia discount and a matching code, and keeps it from everyone else. Pair it with the Stripe setup or Lemon Squeezy setup, depending on how you sell. For other markets, see our guides to India and Brazil.
Start small. One product, one Indonesia price, and a month of data.