We love working with innovative and pioneering brands that seek to make a difference to our world and, most of all, our family.
Specialising in natural beauty and slow-living lifestyle products
PTMUM has been actively working with brands from Australia, New Zealand, Norway, Denmark and USA since 2015.
We work with intellectual property consultants and legal advisers to obtain government registrations, product liability insurance, business licences, work permits, import licences and periodic renewals so that you don't.
We understand how difficult, and most importantly, cost prohibitive it is to penetrate new market with a highly regulated import process.
When you choose us as your distribution partner, you can be confident that your brand and products are always up to date with the Indonesian regulations.
As part of new brand onboarding process, we provide comprehensive checklist of documentations required from you to ensure a smooth and efficient registration process.
Access Our Co-Branding Potential
Targeting organic growth in our core premium customers
We create clever marketing campaigns for our target demographics.
Our mission is to promote the awareness of clean living principles and educate our customers about natural products, which requires time more than anything. We believe in organic growth, as opposed to short-term but unsustainable success, when introducing new brands to Indonesia’s most-saturated markets: beauty and moms-and-babies.
We work with a portfolio of key opinion leaders in the Indonesian beauty and travel lifestyle sectors to appeal to like-minded followers in social media and events.
Brands we represent in indonesia
Tap into multiple distribution channels
Or maybe just one?
It's entirely up to you and your margin expectation.
We understand that a lot of business models in western country is mostly around D2C channel, which is great for your bottom line.
But FYI, Indonesian women give birth to an average of 2.5 children over their lifetime, with around 1.6 million births annually.
This means the mother and baby-care market in Indonesia has massive potential and there are brick and mortar baby shops literally everywhere within 5kms of each other.
Working with store owners
Our Bread and Butter
The premium baby shops and health food stores (our main B2Bs) are largely concentrated in the capital cities like Jakarta, Bandung, Surabaya, Medan and Bali.
In an industry notorious for unhealthy price wars in both online and offline channels, our key focus has always been on creating long-term partnerships with a curated pool of premium baby shops, as opposed to the short-lived gains in market share.
We work with carefully selected independent bricks-and-mortar shops in the premium mom and baby industry.
Our sales team is actively growing our brands’ footprints across the archipelago from mainland Java to Bali, Sumatra and Borneo.
Distribution Channels in Indonesia: Where and How to Sell Consumer Products
Navigating the Indonesian retail landscape requires a clear understanding of its dual-channel distribution ecosystem—a mix of modern retail and rapidly growing e-commerce platforms. Since the COVID-19 pandemic, Indonesia’s consumer behaviour has shifted dramatically, with brands needing to align strategies across both offline and online sales channels.
At PTMUM, we are proud to offer multi-channel distribution across both offline and online ecosystems—ensuring our brand partners reach the right customers at the right time.
Strong Presence in Modern & Independent Retail
Our offline distribution footprint spans Indonesia’s first- and second-tier cities, including:
- Department stores & specialty retailers in urban shopping malls
- Health food stores, baby shops, hobby & outdoor lifestyle retailers
- Independent general stores catering to niche, high-intent consumer groups
We maintain strategic partnerships with Indonesia’s major modern trade chains while also working closely with agile, fast-growing independent retailers across Jakarta, Bandung, Surabaya, Bali, and other key regions.
Our Key Take in E-Commerce in Indonesia: Dominated by Local Marketplaces
Indonesia’s e-commerce space is vibrant, hyper-localised, and largely insulated from foreign platforms. As of 2024, the top e-commerce platforms based on monthly traffic are:
- Shopee: 227.6 million visits/month
- Tokopedia: 95.6 million
- Lazada: 43.6 million
- Blibli: 23.1 million
- Bukalapak: 4.2 million
Global giants like Amazon, eBay, AliExpress, and Temu have struggled to gain traction due to:
- Regulatory barriers: Indonesia enforces strict import limits, including a ban on foreign e-commerce items valued under USD 100.
- Import taxation: Any international e-commerce transaction exceeding USD 3 is subject to progressive duties, making cross-border purchases expensive and impractical for everyday consumers.
- Local protection laws: In late 2023, TikTok Shop was shut down after new regulations banned online shopping on social media. ByteDance was forced to merge TikTok Shop Indonesia with Tokopedia, highlighting the government’s strong stance on protecting local merchants and data privacy.
Our e-commerce capabilities are anchored by a strong partnership with Shopee Indonesia, the country’s largest online marketplace by traffic. Through this collaboration:
- We operate official brand stores with dedicated Shopee relationship managers
- We help optimize visibility, sales performance, and brand integrity
- We work to minimize price wars and margin erosion through structured pricing and promotional alignment across sellers
Additionally, we are actively working through TikTok/Tokopedia's recent platform transition, ensuring smooth continuity for our brands in Indonesia’s evolving digital commerce space.
Learn From Our Strategic Takeaway
To succeed in Indonesia’s evolving consumer landscape, brands should:
- Establish official partnerships with trusted local distributors
- Register products with BPOM/SNI for legal retail and e-commerce listing
- Build presence across both modern retail and leading local marketplaces like Shopee and Tokopedia
- Adapt pricing and margin strategies to account for platform fees, tax regulations, and grey market competition
By leveraging a dual-channel strategy and aligning with local regulations, global brands can build sustainable growth in Southeast Asia’s largest digital economy.
With established online and offline distribution networks, PTMUM offers complete market access for high-quality international brands looking to enter or scale in Indonesia. From modern retail shelves to mobile-first e-commerce storefronts, we ensure your products reach the right consumers, backed by local expertise and end-to-end brand management.
More things to consider:
Brands also face competition from unorganised market players (grey imports), especially in cosmetics, electronics, and fashion. These products often enter without proper certifications or registration, undercutting official channels on price. This underscores the importance of brand protection, local representation, and compliance through authorised partners.
Beyond legal registration, brands must also navigate complex margin structures and adapt to local retail economics:
- Offline retail (modern trade) often demands a 35–40% gross margin from the brand to the retailer, plus additional 5–10% in marketing support such as listing fees, display contributions, promotional rebates, and event sponsorships.
- E-commerce marketplaces like Shopee and Tokopedia typically charge 12–15% commission fees, depending on the product category. These platforms offer a more scalable, cost-efficient route—but require strong digital marketing and fulfilment capabilities.
Depending on the HS Code of your product, registration with different Indonesian government agencies may be required:
- cosmetics, skincare, supplements, and personal care products, brands must obtain approval from Badan Pengawas Obat dan Makanan (BPOM)—Indonesia’s equivalent of Australia’s TGA or the US FDA.
- The BPOM registration process can take anywhere from three months to three years, and is subject to frequent updates in regulations and compliance requirements.
- For textiles, toys, and certain consumer goods, products must be certified under Sertifikasi Nasional Indonesia (SNI) standards before they can be sold in the local market.
To find out more on Indonesia market in 2025-2026 including the opportunities amid middle-class contraction and what this means to global brands, click here.
Overheard
Justin Bernhaut
Co-founder of Jack N' Jill (AUS)
“Jack N' Jill has partnered with PT MUM for several years now.
Daisy has an entrepreneurial spirit and a tenacious determination coupled with a deep understanding of the Indonesian market.
She is a pleasure to work with and will be a valuable custodian of your brand while delivering performance in Indonesia, a market ripe with opportunity.”