Direct Answer
Vietnamese sellers can sell to Indonesian shoppers in two ways. They can ship cross-border from Vietnam, or they can sell locally through an Indonesian company. Since Trade Minister Regulation 19/2026 took effect on 8 June 2026, marketplaces must reject sellers without proper documents. Cross-border items still face a USD 100 per-unit price floor. A PT PMA, a foreign-owned Indonesian company, gives you an NIB, local stock, local bank accounts and a corporate seller account. It usually pays off once you sell low-priced goods in volume.
Key Takeaways
- Permendag 19/2026 replaced the 2023 e-commerce rule and took effect on 8 June 2026.
- Cross-border sales into Indonesia keep a USD 100 per-unit price floor, so cheap items need a local entity and local stock.
- Marketplace sellers in Indonesia need an NIB in the trade sector, with transition periods of 18 months for existing sellers and 6 months for new ones.
- Tokopedia lets only Indonesian citizens register as individual sellers, and corporate sellers must be registered in Indonesia.
- A PT PMA is the usual vehicle for a foreign seller who wants local inventory, local payments and a corporate marketplace account.
Why the Rules Push Sellers Toward a Local Entity
Indonesia is one of Southeast Asia’s largest online markets, and Vietnamese sellers already know Shopee and TikTok Shop from home. The rules, however, differ. In 2023 the government banned cross-border sales of finished goods priced below USD 100 per unit on e-commerce platforms. [Ministry of Trade statement] The same rule pushed social media apps to separate their social and shopping functions. That change led to the TikTok Shop suspension in 2023.
The newer Permendag 19/2026 widened these rules. According to a law firm briefing, it keeps the USD 100 per-unit floor and makes the documents for foreign sellers harder to meet, and platforms have no room to waive them. Foreign sellers must provide a legalised business licence, proof of product standard compliance, a bank account number, product descriptions in Bahasa Indonesia, and the country of shipment. If any item is missing, the platform must reject the registration.
For a seller shipping small, cheap items such as accessories, fashion or snacks, the USD 100 floor is a hard wall. A local company that imports in bulk and sells from Indonesian stock avoids the floor, because the sale is then a domestic sale, not a cross-border parcel.
NIB: The Core Marketplace Document
Under Permendag 19/2026, anyone selling through a marketplace must hold an NIB in the trade sector. Marketplaces must refuse sellers without one. The government set a transition period of 18 months for existing merchants and 6 months for new ones. The NIB is issued free through the OSS system. Read the basics in our guide on what the NIB is, and see the wider list of permits in business licenses and permits in Indonesia.
Tokopedia’s seller help pages say that individual sellers must be Indonesian citizens, and that corporate sellers must be registered in Indonesia and submit an NIB and a business bank account in the company name. Even sellers with turnover under IDR 500 million per year still need an NIB. This is the practical reason a Vietnamese owner cannot simply open a personal store: you need either an Indonesian partner or your own Indonesian company.
Cross-Border vs PT PMA: Side by Side
Selling Cross-Border from Vietnam vs Setting Up a PT PMA in Indonesia
| Factor | Cross-border from Vietnam | PT PMA in Indonesia |
|---|---|---|
| Price floor | USD 100 per unit for finished goods | No cross-border floor on locally held stock |
| Marketplace account | Foreign seller documents, legalised licence | Corporate seller with NIB |
| Delivery speed | Slower; international parcel | Faster; local warehouse or fulfilment |
| Product standards | SNI, BPOM, halal numbers where needed | Same standards, held by local importer |
| Setup cost | Low | Higher: capital, office, accounting |
| Best for | Premium, high-value items; market testing | Volume sellers with steady demand |
Choosing KBLI Codes for E-commerce
Your KBLI code tells Indonesian authorities what your company does. Online sellers who own their stock use retail codes in the 479 group, while firms that only run a platform and take commission use KBLI 47901. Foreign ownership for KBLI 47901 is open in the investment list, though sector regulators may add conditions. Pick codes that match your real activity, because marketplaces check the match between your listings and your licence. Our guide on how KBLI codes work explains how to choose, and you can confirm the exact retail code with an adviser.
Planning figures apply: PT PMA companies generally need IDR 2.5 billion paid-up capital, and trade activities often carry an investment plan above IDR 10 billion excluding land and buildings per KBLI and location. Confirm these before you commit.
Product Rules That Follow You Online
Setting up a company does not remove product rules. Sellers and platforms must display proof that goods meet standards. Depending on the item, this means an SNI certificate, BPOM approval for food, cosmetics and drugs, a halal certificate number, or a safety registration number. The International Trade Administration notes that online goods must meet the same standards as offline retail. Check these before you import, since a blocked shipment costs more than the setup fee.
When a PT PMA Pays Off
A PT PMA is worth considering when at least one of these is true:
- Most of your items sell below USD 100 per unit.
- You want local stock so orders arrive in days, not weeks.
- You plan to run on Shopee, Tokopedia and TikTok Shop at the same time.
- You want local staff, a local bank account and local invoices for business buyers.
- You expect long-term growth and want to own the brand and customer data in Indonesia.
If you are only testing demand with a few premium products, cross-border may be the cheaper start. Compare structures in our guide to foreign company registration options in Indonesia.
Steps to Set Up Your Seller Company
- List your products and check SNI, BPOM and halal needs.
- Choose KBLI codes and a company name.
- Form the PT PMA and get Ministry of Law approval. See how to register your company in Indonesia.
- Get the NIB through OSS and open a corporate bank account.
- Decide on a virtual or physical office and a warehouse or fulfilment partner.
- Open corporate seller accounts and upload the NIB.
- Keep up with yearly duties, including shareholder meetings.
About EZPZ Indonesia
EZPZ Indonesia is your one-stop solution for expats and foreign investors in Indonesia, specializing in PT PMA company setup, KITAS visa processing, and business research. Since 2021, we have helped clients navigate Indonesia’s regulations and requirements, making it easier to build and grow their businesses with confidence. Let us handle the complexities so you can focus on your success in Indonesia.
Get a Free Quote →Plan Your E-commerce Entity
Marketplace rules changed in 2026 and may change again. An e-commerce incorporation consultation helps you compare cross-border selling with a PT PMA before you spend on stock. Get a free quote from EZPZ Indonesia and start your PT PMA setup.
Frequently Asked Questions
Can a Vietnamese individual open a Tokopedia store in Indonesia?
Not as an individual seller. Tokopedia says individual sellers must be Indonesian citizens, and corporate sellers must be registered in Indonesia.
Do I need an NIB to sell on Shopee, Tokopedia or TikTok Shop?
Yes. Permendag 19/2026 requires an NIB in the trade sector, and marketplaces must reject sellers without one. Existing sellers have 18 months and new sellers have 6 months to comply.
What is the USD 100 rule?
Finished goods sold directly from abroad to Indonesian buyers through e-commerce platforms must be priced at least USD 100 per unit, unless a government exemption list allows them.
Is a PT PMA required to sell online in Indonesia?
Not always. You can sell cross-border within the rules, or use an Indonesian partner. A PT PMA is the usual choice for foreign owners who want local inventory and their own corporate account.
How much does a PT PMA need in capital?
Planning figures are IDR 2.5 billion in paid-up capital and an investment plan above IDR 10 billion excluding land and buildings per KBLI and location. Confirm the latest rules before you apply.
