Indonesia’s Directorate General of Taxes (DGT) has appointed seven additional companies as Value Added Tax (VAT) collectors for Electronic Trading Systems (PMSE), expanding the government’s oversight of taxation in the digital economy.
The newly appointed companies are Strava Inc., Envato Pty Ltd, Envato Elements Pty Ltd, The Nielsen Norman Group Inc., Kling AI Pte Ltd, Law School Admission Council Inc., and PLAUD LLC. The businesses operate across a range of digital sectors, including fitness services, digital content, education and artificial intelligence (AI).
According to the DGT, the latest appointments increase the number of PMSE VAT collectors as digital business activities continue to expand in Indonesia.
The Government Expands List of PMSE VAT Collectors
Director of Counselling, Services and Public Relations at the Directorate General of Taxes, Inge Diana Rismawanti, said the latest appointments were made in May 2026 as part of the government’s ongoing efforts to broaden VAT collection from digital services.
“In May 2026, the DGT will again adjust the list of PMSE VAT collectors by appointing seven new collectors,” Inge said in a written statement.
She added that the expansion reflects the continued growth of the digital economy and evolving business models.
“The Directorate General of Taxes (DGT) will continue to monitor developments in technology and digital business models to ensure that tax obligations are implemented effectively, fairly, and provide legal certainty for business actors,” she said.
As of May 2026, the DGT had appointed 271 PMSE operators as VAT collectors. Of those, 233 companies had collected and remitted PMSE VAT, contributing a total of IDR 40.55 trillion in tax revenue.
The cumulative revenue consists of IDR 731.4 billion in 2020, IDR 3.9 trillion in 2021, IDR 5.51 trillion in 2022, IDR 6.76 trillion in 2023, IDR 8.44 trillion in 2024, IDR 10.32 trillion in 2025, and IDR 4.88 trillion between January and May 2026.
What the Appointment Means for Strava Users
Among the newly appointed companies, Strava is one of the best-known digital platforms used by consumers in Indonesia. As a PMSE VAT collector, the fitness tracking application is now required to collect VAT on digital services provided to customers in Indonesia in accordance with prevailing tax regulations.
The appointment does not change how users access or use the platform. Instead, it requires Strava to collect and remit VAT on eligible digital transactions under Indonesia’s tax framework.
According to Strava, subscription fees may already be subject to sales tax in certain countries, states and provinces depending on local tax regulations. The company also notes that the amount of tax charged may change if local authorities revise applicable tax rules or rates.
Based on Strava’s published pricing, the current subscription fees in Indonesia are IDR 49,000 per month for the Premium monthly plan, IDR 349,000 per year for the Premium annual plan, IDR 795,000 per year for the Family Plan, and IDR 899,000 per year for the Strava + Runna package.
The DGT said the continued expansion of PMSE VAT collectors is intended to improve tax compliance across the digital economy while ensuring that businesses operating in Indonesia are subject to the same tax obligations. The government also expects the measure to provide greater legal certainty as digital commerce continues to grow.
