Past studies have shown that the informal sector, including freelancers, contributes significantly towards Indonesia’s rate of employment by providing economic opportunities to those who cannot be absorbed by the formal sectors. Seizing this opportunity, many businesses are tapping into providing freelancers a place to sell and market their services online, commonly known as freelance marketplace. Yet the penetration of these platforms is still low in Indonesia. While the supply is high, Indonesian consumers still have doubts to use these marketplaces as their go-to platform when searching for freelancers. Thus, this study aims to investigate factors that impede consumers intention to use freelance marketplace in Indonesia, based on the framework of Innovation Resistance Theory (IRT). The data was collected from 370 respondents through online questionnaires, analyzed using Smart PLS software, and interviews, deciphered using selective coding. The results suggest that usage barrier, value barrier, tradition barrier, and image barrier negatively influence consumers’ usage intention of freelance marketplace, all except for risk barrier. Additionally, social influence also has a significant effect on value barrier and image barrier. These findings can be useful to construct business strategies for online freelance service providers, by focusing to eliminate the critical barriers mentioned in this study.