Indonesia Gift Card and Incentive Card Market Intelligence and Future Growth Dynamics (Databook) - Market Size and Forecast; Spend Analysis by Digital / e-Gift Card, Retail and Corporate Consumers, Distribution Channel, Occasions, Retail Sectors, Open Loo

According to PayNXT360, gift card market in Indonesia is expected to grow by 10.6% on annual basis to reach US$2,407.9 million in 2025.

The gift card market in the country experienced robust growth during 2020-2024, achieving a CAGR of 12.4%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 9.4% during 2025-2029. By the end of 2029, the gift card sector is projected to expand from its 2024 value of USD 2,177.0 million to approximately USD 3,446.1 million.

This report provides a detailed data-centric analysis of the gift card sector in Indonesia, covering market opportunities and risks across consumer segments (retail and corporate); product categories; retail sectors; and store formats. With over 100+ KPIs at the country level, this report provides a comprehensive understanding of gift card market dynamics.

It offers a comprehensive analysis of market dynamics in the gift card sector, segmented by digital and e-gift card sales, distribution channels, key occasions, demographic trends, and market share statistics of leading retailers. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.

PayNXT360’s 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.

Key Insights

The Indonesian gift card market is undergoing rapid transformation, driven by the rise of digital platforms, mobile payment integrations, and corporate adoption. With major e-commerce players and mobile wallet providers expanding their gift card offerings, consumer demand for flexible and instant digital payment solutions continues to grow. Businesses also recognize the benefits of using gift cards for employee rewards and customer engagement, boosting market adoption.

Looking ahead, competition in the market is expected to intensify as retailers, fintech firms, and new entrants introduce innovative solutions, such as cryptocurrency-linked gift cards and personalized digital options. Mobile payment platforms will continue to shape the industry, embedding gift cards into everyday consumer transactions. Companies that invest in digital enhancements and strategic partnerships will be well-positioned to capitalize on Indonesia’s expanding gift card sector.

Rising Adoption of Digital Gift Cards
• Indonesia is witnessing a notable increase in the use of digital gift cards, driven by consumer preferences for convenience and immediate delivery. Major e-commerce platforms, such as Tokopedia and Shopee, have expanded their digital gift card offerings to cater to this growing demand.
• The rapid growth of Indonesia's e-commerce sector, accelerated by the COVID-19 pandemic, has significantly contributed to the popularity of digital gift cards. Consumers increasingly opt for online shopping, leading to a higher demand for digital payment solutions, including gift cards.
• The trend toward digital gift cards is expected to strengthen, with projections indicating continued growth in Indonesia's gift card market. Retailers will likely invest in enhancing their digital platforms and offering personalized e-gift card options to attract and retain customers.

Integration of Gift Cards into Mobile Payment Ecosystems
• Gift cards are increasingly integrated into Indonesia's mobile payment platforms, such as GoPay and OVO. This integration allows users to seamlessly purchase, store, and redeem gift cards within their everyday payment applications.
• Indonesia's digital payment infrastructure has grown substantially, significantly increasing mobile payment users. The convenience of managing gift cards within popular mobile wallets has made them more appealing to consumers, further driving adoption.
• As mobile payment platforms continue to evolve, the integration of gift cards is expected to deepen, offering more personalized and versatile options. This development is likely to further embed gift cards into the daily spending habits of Indonesian consumers.

Growth in Corporate Adoption of Gift Cards
• Indonesian businesses increasingly utilize gift cards as part of their employee reward and customer loyalty programs. Companies are adopting gift cards to incentivize performance and enhance satisfaction.
• The need for flexible and customizable reward solutions has led corporations to prefer gift cards over traditional incentives. Gift cards' versatility allows businesses to tailor rewards to individual preferences, thereby enhancing the effectiveness of their incentive programs.
• The use of gift cards in corporate settings is anticipated to grow, contributing significantly to the overall expansion of Indonesia’s gift card market. As companies seek innovative ways to motivate employees and retain customers, the demand for corporate gift card solutions is expected to rise.

Competitive Landscape of the Indonesia Gift Card Market

The Chinese gift card market is undergoing rapid transformation, driven by the increasing adoption of digital solutions, expansion of mobile payment integrations, and regulatory measures aimed at ensuring market transparency. Leading players such as Alibaba and JD.com continue strengthening their market presence, while new entrants are introducing innovative multi-brand and digital-first gift card options. The rise in strategic partnerships and acquisitions further shapes the competitive landscape, allowing companies to expand their offerings and reach a wider consumer base.

Over the next few years, market competition is expected to intensify as technological advancements and consumer preferences evolve. Established players will likely focus on enhancing digital offerings and exploring new payment-linked solutions, while new entrants may introduce innovative options such as cryptocurrency-based gift cards. Businesses that align with regulatory requirements and leverage digital transformation will be well-positioned to capitalize on emerging opportunities in Indonesia’s growing gift card sector.

Current Market Dynamics
• Indonesia’s gift card market is expanding rapidly, driven by the increasing adoption of digital payment solutions and the growth of e-commerce. The demand for digital gift cards has surged as consumers shift towards online transactions and businesses integrate gift cards into their loyalty and reward programs.
• The integration of gift cards into Indonesia’s digital payment ecosystem has further contributed to market growth. Mobile payment platforms such as GoPay and OVO have enabled seamless transactions, making gift cards more accessible for personal and corporate use. As digital infrastructure continues to develop, the role of gift cards in Indonesia’s retail and corporate sectors is expected to strengthen.

Key Players and Market Share
• Tokopedia and Shopee have solidified their positions as key players in Indonesia’s gift card market. They utilize their extensive e-commerce networks to offer a wide range of digital gift cards. These platforms have expanded their gift card services to include various categories, such as retail, entertainment, and gaming, making them accessible to a broad consumer base. Their ability to integrate gift cards with digital wallets and loyalty programs has further enhanced user engagement.
• At the same time, new entrants are bringing innovative solutions to the market, introducing digital and multi-brand gift cards that cater to the growing demand for flexible payment options. These newcomers target tech-savvy consumers who prefer seamless digital transactions and cross-platform usability. As competition increases, established players and new entrants are expected to enhance their offerings to differentiate themselves in the evolving Indonesian gift card landscape.

Anticipated Market Evolution (Next 2-4 Years)
• The competitive landscape of Indonesia’s gift card market is expected to become more dynamic over the next few years as businesses adapt to changing consumer preferences and technological advancements. Established players will likely enhance their digital platforms by introducing more personalized and flexible gift card options. Meanwhile, new entrants may explore innovative solutions such as cryptocurrency-based gift cards to appeal to tech-savvy consumers looking for alternative digital payment methods.
• Strategic partnerships and acquisitions will continue to shape the industry as companies seek to strengthen their market presence and diversify their product offerings. Retailers and fintech firms are expected to collaborate further to integrate gift cards with mobile payment systems and loyalty programs, enhancing their overall utility. As competition intensifies, businesses investing in digital transformation and customer-centric innovations will be best positioned to capitalize on Indonesia's growing demand for gift card solutions.

Regulatory Changes
• Indonesia has implemented new regulatory measures in the past year to improve transparency and consumer protection in the gift card industry. These regulations focus on standardizing fees, expiration policies, and usage terms, ensuring consumers receive clear and fair terms when purchasing and redeeming gift cards. By setting these guidelines, the government aims to promote a more structured and competitive market while minimizing risks associated with unclear or restrictive terms.
• Additionally, authorities have introduced guidelines to prevent fraud and unauthorized transactions related to gift cards. These measures emphasize the need for businesses to adopt stronger security protocols, including improved verification processes and fraud detection mechanisms. Consumer education campaigns have also been encouraged to raise awareness about potential scams, ensuring that gift card users can make informed decisions and avoid financial risks.

Scope

This report provides in-depth, data-centric analysis of gift card industry in Indonesia through 100+ tables and 280+ charts. Below is a summary of key market segments:

Indonesia Total Spend on Gifts
• By Consumer Segment (Retail and Corporate)
• By Product Categories (13 Segments)
• By Retail Sectors (7 Segments)

Indonesia Gift Card Market Size by KPIs across Consumer Segments
• Gross Load Value
• Transaction Value
• Unused Value
• Average Value Per Transaction
• Transaction Volume
• Average Value of Card Purchased
• Number of Cards

Indonesia Gift Card Market Size by Consumer Segment
• Retail Consumer
• Corporate Consumer (Small Scale, Mid-Tier, Large Enterprise)

Indonesia Digital Gift Card Market Size
• By Retail Consumer
• By Retail Purchase Occasion
• By Corporate Consumer
• By Corporate Purchase Occasion
• By Company Size

Indonesia Gift Card Market Size by Retail Consumer
• By Functional Attribute
• By Occasion
1. Festivals & Special Celebration Days
2. Milestone Celebration
3. Self-Use
4. Other
• Value by Purchase Channel

Indonesia Gift Card Spend by Consumer Behavior and Demographics
• Gift Card Spend by Payment Method
• Consumer Purchase Behaviour
• Gift Card Buyer by Age Group
• Gift Card Buyer by Income Level
• Gift Card Buyer by Gender

Indonesia Gift Card Market Size by Corporate Consumer
• By Functional Attribute
• By Occasion
1. Employee Incentive
2. Sales Incentive
3. Consumer Incentive
• By Scale of Business

Indonesia Gift Spend by Product Categories (Split by Retail and Corporate Consumers)
• Food & Beverage
• Health, Wellness & Beauty
• Apparel, Footwear & Accessories
• Books & Media Products
• Consumer Electronics
• Restaurants & Bars
• Toys, Kids, and Babies
• Jewelry
• Sporting Goods
• Home & Kitchen Accessories & Appliances
• Travel
• Entertainment & Gaming
• Other

Indonesia Gift Card Spend by Retail Sector (Split by Retail and Corporate Consumers)
• Ecommerce & Department Stores
• Restaurants & Bars
• Supermarket, Hypermarket, Convenience Store
• Entertainment & Gaming
• Specialty Stores
• Health & Wellness
• Travel

Indonesia Gift Card Spend by Distribution Channel (Split by Retail and Corporate Consumers)
• Gift Card Online Sales
• Gift Card Offline Sales
• 1st Party Sales
• 3rd Party Sales
• Sales Uplift

Indonesia Gift Card Purchase by Payment Method
• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• BNPL & Other Digital Payment
• Cash

Indonesia Closed Loop Gift Card Market Share by Key Retailers. Key Retailers Covered Include:
Indomaret
Alfamart
Transmart Carrefour
Matahari Department Store
Alfa Midi
Super Indo
Erafone
Hypermart
Hero
Gramedia

Reasons to buy
• Comprehensive comprehension of the dynamics of the gift card and incentive card markets: Recognise the opportunities in the market, the main drivers and trends, and the five-year projection for gift and incentive cards in Indonesia.
• Create strategies tailored to the market: To create your gift card strategy, identify growth categories and target particular opportunities across consumer segments and occasions; evaluate important trends and risks unique to your market.
• Learn about the attitudes and behaviours of consumers in Indonesia: Increase ROI by understanding how consumer attitudes and behaviours are evolving. With gift cards, you may obtain comprehensive information about retail spending for both corporate and retail customers.
• Six key performance indicators (KPIs) provide a comprehensive view: the quantity of cards in circulation, load value, unused value, average purchase value, average value per transaction, and transaction value.
• Distribution channel insights: Recognise the differences in gift card sales across online and offline channels as well as between first-party and third-party sales. Show more