Indonesia's e-commerce annual compound growth rate is approximately 17%, and the next decade is expected to be a 'golden decade'. During Ramadan, e-commerce consumption can reach US$70-73 billion, with per capita consumption around US$300. In 2023, the per capita disposable income was US$2,869, indicating huge consumption potential. Indonesia has 215 million internet users, 70% of whom are young people under 30. They have strong demand for cost-effective and personalized products, and consumption is heavily influenced by social media, bringing traffic dividends to e-commerce. The government strongly supports infrastructure and communication infrastructure, promoting e-commerce market penetration and development speed. In 2024, during Harbolnas, e-commerce transaction volume increased by 21.4% year-on-year, with revenue reaching US$1.93 billion. It is estimated that by 2030, the digital economy scale will increase from US$146 billion in 2025 to US$366 billion, accounting for about 18% of GDP. However, TikTok Shop was once shut down, Temu failed to enter successfully, and local platform Bukalapak closed its physical e-commerce business, indicating difficulties in local integration; global e-commerce platforms have completed systematic integration, leading to fierce competition. For example, TikTok Shop needs to overcome cultural differences and cater to local consumer preferences; 76% of Indonesian consumers prefer local brands when buying beauty and fashion products, and 80% prefer local fashion brands. E-commerce platforms need to help local brands rise, adjust strategies, collaborate with local brands, and provide customized services to gain market share.