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A Numerical Look at Convenience Stores in Indonesia

Local Convenience Stores Lead the Indonesian Retail Market

Below is the “Retail Store Sales Ranking in Indonesia for 2022,” as published by the Indonesian industry data portal databokse.

• Alfamart: USD 7.6 billion
• Indomaret: USD 7.6 billion
• Alfamidi: USD 1.1 billion
• Hypermart: USD 445 million
• Super Indo: USD 383 million
• Transmart: USD 318 million
• Carrefour: USD 263 million
• LOTTE: USD 256 million
• Circle K: USD 118 million
• Farmers Market: USD 109 million

Among the top 10, the first and second places are held by Alfamart and Indomaret, respectively, each with an overwhelming USD 7.6 billion in sales. Both are convenience store chains operated by Indonesian companies. The third-ranked Alfamidi is a subsidiary of Alfamart, typically occupying larger retail spaces and often located along major roads in suburban areas.

As for the number of stores, Indomaret ranks first, followed by Alfamart and then Alfamidi. The Indonesian retail sector is dominated by these two giants, Indomaret and Alfamart (including their respective affiliates). Going forward, attention will be focused on how each company differentiates itself and potentially pulls ahead of the other.

From fourth place onward, with the exception of Circle K in ninth, all are supermarkets. However, even the fourth-place Hypermart only earns about one-fourteenth of what Alfamart or Indomaret does.

According to the survey, the total number of supermarkets in Indonesia is gradually decreasing. In contrast, the number of convenience stores is increasing by an average of 1,000 new stores annually.

Sources:

1. Katadata Instagram @katadatacoid
2. Goodstats Instagram @goodstats.id
3. DataIndonesia.id, “Jumlah Toko Retail Indonesia Mencapai 3,61 Juta pada 2021” (The Number of Retail Stores in Indonesia Reached 3.61 Million in 2021)

Distinctive and Popular Japanese Convenience Stores

Convenience stores such as Indomaret and Alfamart in Indonesia differ from those in Japan, resembling more of a “small-scale supermarket.” They carry a wide range of items, including laundry and cleaning supplies, baby products, and pet goods. Larger stores even stock frozen foods, vegetables, and fruits. On the other hand, there is limited availability of sandwiches, bento boxes, or fresh pastries.

Japanese convenience stores are also popular, particularly in urban areas. In a survey targeting residents of Jakarta on the “most recommended convenience stores,” Lawson, FamilyMart, and Circle K ranked second to fourth.

Source: Populix Instagram @populix.co

A Visual Look at Indonesian Convenience Stores

Influencer Promotes Alfamart, the Top-Selling Convenience Store

Watch the Video

This is a promotional video for Alfamart’s limited-time discount campaign. The woman featured is Safira Khan, a popular influencer known for content related to fashion, beauty, and lifestyle. With 210,000 followers on Instagram, she falls into the category of a “mid-tier influencer” based on her follower count.

Looking at the store shelves and promotional advertisements in the video, it is clear that items such as laundry detergent, shampoo, diapers, and cooking oil are prominently displayed. Many of the products are large-sized items that, in Japan, would typically only be available in supermarkets. Additionally, as seen at the beginning of the video on a promotional shelf, Alfamart frequently runs bulk-purchase and combo discount campaigns.

Lawson’s “What Can You Buy for 100,000 Rupiah?” Challenge

Watch the Video

This video features a challenge titled “What can you buy with 100,000 Rupiah (approx. USD 6.25)*,” filmed at a Lawson store in Indonesia. The woman appearing in the video is a food influencer known by the account name winny.lapar (“Hungry Winny”), who has nearly 370,000 followers on TikTok.

As seen in the video, a key highlight at Lawson is odeng (Japanese-style oden). In addition, she purchases items like teriyaki chicken, karaage (Japanese fried chicken), two types of hot meals with Korean flavors, and a beverage containing milk jelly named “Fuwa Fuwa.”

Providing hot snacks at the counter is a signature feature of Japanese convenience stores. In recent years, Alfamart and Indomaret have also been increasing the number of stores offering frankfurters, fried chicken, freshly baked bread, and freshly brewed coffee.

*Conversion rate: 100,000 Indonesian Rupiah ≈ USD 6.25 (as of June 2025)

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Conclusion

As of the end of February 2023, there were a total of 58,095 convenience stores across nine chains in Japan. According to the data referenced in this article, Indonesia has approximately 40,000 convenience stores. Given that Indonesia has nearly five times the land area and 2.2 times the population of Japan, there appears to be significant room for further growth.

That said, Indonesia imposes high barriers to entry and operation for foreign convenience store chains in order to protect its domestic small-scale retailers.

Japanese convenience store chains such as 7-Eleven and Ministop have already withdrawn from the Indonesian market. The remaining brands—Lawson, FamilyMart, and Circle K—still face challenges in competing with local companies in terms of store count. The question remains whether these Japanese-affiliated stores can continue to differentiate themselves and maintain their appeal as “trendsetting hubs” and “hangout spots for youth” in the face of strong competition from Alfamart and Indomaret.

Reference: Nikkei BP, “Seven’s New ‘Mega Convenience Store’ Concept: Can It Put an End to Market Saturation?”