Not long ago, a Korean company reached out and asked:
“We’re thinking of testing our products on Shopee or Tokopedia first. If they sell well, we’ll move forward with BPOM registration. Is that okay?”
It’s a common question—and understandable. Many brands want to “test the waters” before making a full investment. But the answer? It’s clear and important to understand from the start.
1. Do You Need BPOM Registration to Sell Online?
Imagine asking a top Shopee seller to list your products. But your products aren’t registered with BPOM yet. Chances are, they’ll say no—no one wants to take that risk. Why?
Because according to BPOM Regulation No. 30 of 2017, all cosmetic products sold in Indonesia—whether offline or online—must be registered with BPOM. No exceptions, not even for short-term testing on marketplaces.
If you don’t comply?
- You risk up to 5 years in prison or a hefty fine
- Your brand name can be publicly listed as a violator by local media and official government sites
In short: it’s better to play it safe from the beginning.
Source: GoodStats | Jelajahi Beragam Data
Sources: Digimind | Asosiasi Digital Marketing Indonesia
2. Online Platforms Are Now Stricter
A few years ago, you might have been able to quietly sell unregistered products online. But not anymore.
Shopee, Tokopedia, and other major platforms have implemented automated verification systems. Some even use AI-based image recognition to check your product packaging for valid BPOM numbers.
In 2023, BPOM discovered over 1,200 unregistered products on Shopee. Since then, enforcement has only gotten tougher.
No BPOM number → listing blocked
Fake registration → account suspension or even fines
And starting in 2024, BPOM partnered with IdEA (Indonesia E-commerce Association) to boost automated reporting. For instance, Bukalapak now flags over 5,000 suspicious listings to BPOM every month.
Sources: 10 Brand Skincare Lokal Terlaris di E-Commerce – Compas
3. Market Insights: Shopee Dominates Online Cosmetics
If you’re wondering whether online cosmetic sales are worth the effort—rest assured, the numbers are promising.
According to Goodstats.id, cosmetics are a major category in e-commerce sales, and Shopee leads the market in this segment.
So yes, the opportunity is there—but you’ll need to start with the proper foundation.
4. Frequently Asked Questions
Q. Can only the registered importer sell BPOM-approved products?
No. Once a product has valid BPOM registration, any seller can offer it—just like in Korea.
Q. Do we need to set up a distribution company in Indonesia just to sell online?
Not necessarily. You can work with a local importer or logistics partner that already has the proper licenses and registration.
Q. Our importer has exclusivity. Can we stop other sellers from listing our products online?
Unfortunately, exclusivity on digital platforms is hard to enforce. Aside from submitting takedown requests, there’s no guaranteed way to block unauthorized sellers—unless you pursue costly legal action, which is rare.
Conclusion
If you’re serious about entering the Indonesian market—even just through Shopee or Tokopedia—BPOM registration must be your first step. Without it, your product can’t be listed, let alone sold.
We understand the process may seem complicated at first. That’s exactly why INSIGHTOF exists. We’re not online sellers, but we’ve helped hundreds of Korean and international brands navigate BPOM regulations—whether for cosmetics, medical devices, or other health products.
If you need more information, browse our other blog posts—you’ll find answers to most of your questions. Still unsure? Just message us on KakaoTalk. We’re happy to help—whether or not you use our services 😊
