Indonesia Online Laundry Services Market Report Size Share Growth Drivers Trends Opportunities & Forecast 2025–2030

Indonesia Online Laundry Services Market Overview

• The Indonesia Online Laundry Services Market is valued at USD 1.1 billion, based on a five-year historical analysis and by aligning Indonesia’s share of the Asia Pacific and global online on-demand laundry and dry-cleaning services market, which is expanding rapidly with the rise of app-based, on-demand laundry platforms. This growth is primarily driven by the increasing urban population, rising disposable incomes, and a growing preference for convenience among consumers, in line with global trends where working professionals and dual-income households increasingly outsource laundry to save time. The shift towards online platforms for laundry services has been accelerated by the COVID-19 pandemic, which heightened demand for hygienic, contactless pickup and delivery as consumers sought professional cleaning and disinfection services.
• Key cities dominating the market include Jakarta, Surabaya, and Bandung, which are among Indonesia’s largest and most urbanized metropolitan areas and have high concentrations of smartphone users and internet penetration supporting app-based services. Jakarta, as the capital, has a high concentration of working professionals and expatriates, leading to a significant demand for laundry and dry-cleaning services that can be scheduled via mobile apps and platforms. Surabaya and Bandung also contribute to the market due to their growing urbanization, dense student and working populations, and increasing consumer awareness regarding hygiene, convenience, and time-saving on-demand services.
• In 2023, the Indonesian government implemented regulations to promote the online service sector, including laundry services, under broader frameworks for electronic transactions and e-commerce such as the Government Regulation No. 80 of 2019 on Trading Through Electronic Systems (Peraturan Pemerintah No. 80 Tahun 2019 tentang Perdagangan Melalui Sistem Elektronik) issued by the Government of Indonesia, which sets requirements for online platforms and merchants regarding business registration, consumer protection, licensing, and taxation. This includes tax and compliance incentives targeted at MSMEs and startups in the digital and e-commerce space, aimed at fostering innovation, expanding digital adoption, and improving service delivery for app-based sectors such as online laundry.

Indonesia Online Laundry Services Market Segmentation

By Service Type:The service type segmentation includes various offerings such as Laundry Care (Wash & Fold), Dry Cleaning, Duvet & Linen Care, Ironing / Steam Press, and Shoe, Bag & Specialty Cleaning. Laundry care and washing services are consistently identified as the largest segment in the global online on-demand laundry market, driven by frequent household washing needs and the appeal of subscription and per-kilogram models. Among these, Laundry Care (Wash & Fold) is the most dominant segment, driven by the increasing demand for convenience and time-saving solutions among busy urban consumers who rely on mobile apps for pickup and delivery. The trend of outsourcing laundry tasks is particularly prevalent in metropolitan areas, where consumers prefer to allocate their time to work and leisure instead of routine chores, mirroring global adoption patterns of on-demand laundry platforms.

By End-User:This segmentation includes Residential Households, Hospitality (Hotels, Guesthouses, Homestays), Foodservice (Restaurants, Cafes, Catering), Healthcare (Clinics, Hospitals, Labs), and Other Commercial & Institutional. The Residential Households segment is the leading category, consistent with global trends where household users represent the bulk of online laundry demand due to the high frequency of wash-and-fold orders and subscription-based services. The majority of consumers prefer to outsource their laundry needs to save time and ensure quality cleaning, supported by rising urbanization and increasing participation of women in the workforce in Indonesia. The increasing number of dual-income households and the growing trend of compact urban living further bolster this segment's dominance, while hospitality, foodservice, and healthcare users add steady volume due to stringent linen and hygiene requirements.

Indonesia Online Laundry Services Market Competitive Landscape

The Indonesia Online Laundry Services Market is characterized by a dynamic mix of regional and international players. Leading participants such as KliknKlin, Ahlijasa, LaundryKlin, LONDRE (Laundry on Demand), Pink Parlour Laundry, Daud Laundry, Rapik Laundry, Jakarta Laundry, Mr. Jeff Indonesia, Rinso Kiloan Partner Outlets, Lokaloka Laundry, Simply Fresh Laundry, Wash Iron Delivery Jakarta, Kilat Laundry, and other emerging online laundry startups contribute to innovation, geographic expansion, and service delivery in this space.

Indonesia Online Laundry Services Market Industry Analysis

Growth Drivers

• Increasing Urbanization:Indonesia's urban population is projected to reach 59% in future, up from 54% in 2020, according to the World Bank. This urbanization trend drives demand for online laundry services as city dwellers seek convenient solutions to manage their busy lifestyles. The growing number of urban households, estimated at 20 million, further fuels the need for efficient laundry services, creating a robust market environment for online platforms to thrive.
• Rising Disposable Income:The World Bank reports that Indonesia's GDP per capita is expected to increase to approximately $4,600 in future, up from $4,200 in 2020. This rise in disposable income allows consumers to spend more on convenience services, including online laundry. As more individuals can afford these services, the market is likely to expand, catering to a demographic that values time-saving solutions and quality service.
• Growing Demand for Convenience:A survey by Statista indicates that 70% of urban Indonesians prioritize convenience in their daily activities. This trend is reflected in the increasing adoption of online laundry services, which offer door-to-door pickup and delivery. With busy lifestyles and limited time, consumers are willing to pay for services that simplify their routines, driving growth in the online laundry sector significantly.

Market Challenges

• Intense Competition:The online laundry market in Indonesia is characterized by fierce competition, with over 100 players vying for market share. This saturation leads to price wars, which can erode profit margins. According to industry reports, the top five companies control only 30% of the market, indicating a fragmented landscape where new entrants can disrupt established players, making it challenging to maintain profitability.
• Quality Control Issues:Maintaining consistent service quality is a significant challenge for online laundry services. Reports indicate that 40% of consumers have experienced dissatisfaction due to poor service quality, including damaged clothing or missed deliveries. This inconsistency can lead to negative reviews and loss of customer trust, which is crucial for retaining a loyal customer base in a competitive market.

Indonesia Online Laundry Services Market Future Outlook

The future of Indonesia's online laundry services market appears promising, driven by technological advancements and evolving consumer preferences. As mobile app integration becomes more prevalent, companies can enhance user experience and streamline operations. Additionally, the focus on sustainability is expected to shape service offerings, with eco-friendly practices gaining traction among environmentally conscious consumers. These trends will likely foster innovation and growth, positioning the market for significant expansion in the coming years.

Market Opportunities

• Technological Advancements:The integration of AI and machine learning in laundry services can optimize operations and improve customer experience. Companies that adopt these technologies can enhance efficiency, reduce operational costs, and provide personalized services, tapping into a growing market segment that values innovation and convenience.
• Expansion into Tier 2 and Tier 3 Cities:With urbanization spreading beyond major cities, there is a significant opportunity for online laundry services to penetrate Tier 2 and Tier 3 markets. These regions, with a growing middle class and increasing disposable income, present untapped potential for service providers looking to expand their customer base and drive revenue growth.