Launching an online store or platform in Indonesia? Good call — the market is big and digital adoption is growing fast. But before you take payments and ship goods, you’ll need to incorporate an e-commerce business in Indonesia correctly so your platform is legally compliant, your customers are protected, and you avoid service blocks or administrative sanctions. This guide walks you through the practical registration flow (OSS → NIB → SIUPMSE → PSE), the key legal checkpoints, and the real operational items e-commerce founders must get right.
Quick roadmap: the practical flow to incorporate an e-commerce business in Indonesia
At a high level the incorporation and licensing path you’ll follow is straightforward: register your company in the OSS system to get a NIB (Nomor Induk Berusaha) and choose the correct KBLI codes for e-commerce, apply for SIUPMSE (the trade permit for electronic commerce) through OSS where required, then register your electronic system with the Ministry of Communication and Digital Affairs (Kominfo / Komdigi) under the PSE rules if your platform meets the scope. These steps are connected: the OSS entry is the legal foundation, SIUPMSE authorizes the trade activity, and PSE registration covers system-level governance and data/security obligations.
Why the sequence matters (OSS → NIB → SIUPMSE → PSE)
Many entrepreneurs rush to build their website and start selling. That’s understandable, but Indonesia’s administrative architecture expects a documented company identity first — the NIB via OSS — because permits and downstream registrations (including SIUPMSE) reference that NIB and the selected KBLI activity codes. Picking the right KBLI matters: it defines the legal scope of what your business is allowed to do (for example, online retail, marketplace services, logistics-related activities) and affects tax reporting and permit approvals. Getting KBLI and NIB right reduces rejections and speeds up the SIUPMSE issuance.
SIUPMSE — what it is and what the government expects
SIUPMSE is the government’s formal trade permit for businesses that sell goods or services through an electronic system. When you apply for SIUPMSE (typically through OSS), expect to provide your NIB, company deed, chosen KBLI(s), details of the online platform (URL or app), and your consumer complaint/contact channel information. The SIUPMSE application is also a practical moment to demonstrate compliance measures such as return/refund policies, clear product descriptions, and accessible customer service channels — all items examiners look for when vetting e-commerce activities. If you plan to incorporate an e-commerce business in Indonesia, prepare these documents early to avoid delays.
PSE (Kominfo) registration — who must register and what it covers
Separate from trade permits, Kominfo requires operators of electronic systems to register as Penyelenggara Sistem Elektronik (PSE). Kominfo distinguishes PSE Lingkup Publik and PSE Lingkup Privat; both have registration and governance obligations but differ by scope and specific reporting rules. PSE registration asks for operational and security information about the system, an accountable contact person, complaint channels, and basic incident management capabilities. In practice, PSE registration is about transparency and technical governance: Kominfo needs to know who runs the system, how users can escalate problems, and that your platform has rudimentary protections. Failure to register or meet Kominfo’s requirements can lead to administrative sanctions — including blocking — so PSE is not optional for platforms that fall inside Kominfo’s scope.
Data protection — the PDP Law and what it means for e-commerce
In parallel with SIUPMSE and PSE rules, Indonesia’s Personal Data Protection (PDP) Law imposes obligations on data controllers and processors. For e-commerce platforms that collect customer profiles, payment details, or behavior data, this means putting in place a privacy notice, lawful bases for processing (consent where needed), reasonable security measures, data retention rules and a breach response plan. Cross-border transfer rules and DPIA-style data mapping expectations also mean you should document where data is stored and who has access. Incorporating an e-commerce business in Indonesia successfully means treating privacy not as a checkbox but as an operational capability — the PDP Law is enforceable and consumers increasingly expect clear privacy practices.
Practical operational checklist before you launch
Before you flip the “open” sign, make sure you have completed these critical items:
- OSS registration and NIB issuance with the right KBLI(s) selected.
- SIUPMSE application (if your activities fall within its scope) with uploaded company documents and customer complaint channel.
- PSE registration with Kominfo where required, plus a named local contact or legal representative if you are a foreign operator.
- Privacy policy, consent flows, a basic incident response playbook and documented data storage locations for PDP Law compliance.
Keeping these operational pieces aligned — legal, technical, and customer-facing — is the fastest path to a compliant launch.
Common pitfalls and enforcement trends to watch
A handful of mistakes keep recurring: choosing the wrong KBLI, not having a clear consumer complaint channel, delaying PSE registration, and treating privacy as an afterthought. Kominfo has become more active in enforcement: platforms that don’t meet PSE registration or moderation requirements have faced administrative measures, and public announcements about blocking actions are no longer rare. For founders planning to incorporate an e-commerce business in Indonesia, this means you should prioritize registrations and documentation early — enforcement is not merely theoretical.
Step-by-step: how to register today (short)
- Create an OSS account and register your company → obtain NIB.
- Choose appropriate KBLI codes that reflect your e-commerce activities.
- Apply for SIUPMSE in OSS (upload required corporate documents, platform info, and complaint channel).
- Register your system with Kominfo under PSE rules and ensure required governance/security items are documented.
- Put data protection safeguards in place and document them (privacy policy, consent, incident plan).
FAQ
Do foreign companies need to register PSE if Indonesians use their platform?
Yes — foreign operators accessible in Indonesia generally fall within Kominfo’s registration expectations; appointing a local representative or legal contact is a common practical step.
Can I operate without SIUPMSE if I only sell occasionally online?
It depends on the scale and nature of the activity. Micro sellers and informal sellers may have different paths, but any business that becomes a sustained commercial activity should plan for formal registration and permits to avoid future enforcement risk.
What penalties apply if I ignore PSE registration?
Kominfo can issue administrative sanctions, including blocking access to systems that do not comply with PSE registration and governance requirements. Prompt registration mitigates this risk.
Conclusion
To incorporate an e-commerce business in Indonesia successfully you must treat registration and compliance as part of the product roadmap — not an afterthought. Register on OSS, get your NIB and KBLI right, apply for SIUPMSE where applicable, register your system as a PSE with Kominfo, and bake in data protection and consumer-facing policies from day one. Doing this early reduces friction, protects you from enforcement risk, and reassures customers — which is crucial for sustainable growth in Indonesia’s competitive e-commerce landscape.
Ready to launch? CPT Corporate helps international and local founders move from idea to compliant operation in Indonesia — from OSS/NIB and KBLI selection to SIUPMSE and Kominfo PSE registration, plus privacy and policy implementation. Contact CPT Corporate for a tailored compliance checklist and step-by-step assistance so you can focus on growing your business, not paperwork.
