E-commerce Players in Indonesia 2018 Data Warning : There is an offering to get the paid version. Just get the free info.

3. 3 out of 89
10 PM (after working hour)
9 AM to 5PM (working hour)
Southeast
Asian
spends
about 3.6
hours
using
mobile
internet
every
single
day.
Indonesia leads the mobile internet
usage which is 87% share of mobile
traffic.
Peak hour between Singapore and
Indonesia (purchase product in e-
commerce): Impact:
Switching from offline to online activities
People’s behavior changes:
Higher mobile app consumption
Online shopping experience
Online payment
Third-party delivery
Euromonitor
International report:
E-commerce user in
Indonesia perceived
as largest share of
Impulsive Spenders
Who are they?
• More to spend than
save
• Less future focused
• Not very concern
about internet
privacy
Source:
Euromonitor International report of Shifting Market Frontiers: Asian Century
https://www.techinasia.com/talk/southeast-asia-ecommerce-potential
Everything went online in 2018. Three things to capture: a mobile phone with internet, social media, and e-commerce.

4. E-commerce competition is increasing in Indonesia, both for the players and the service and products
as well. Indonesians are very welcome with this. Indonesian people enthusiasm urges e-commerce
players in Indonesia make a more significant consumer reach, and occasional promotion or event to
gain awareness and engagement.
E-
COMMERCE
PLAYERS
Blibli
monthly web visits:
43,097,200
Lazada
monthly web visits:
58,288,400
Tokopedia
monthly web visits:
168,000,000
Bukalapak
monthly web visits:
116,000,000
Shopee
monthly web visits:
67,677,900
source:
https://iprice.co.id/insights/mapofecommerce/en/, https://iprice.co.id/trend/insights/kilas-balik-e-commerce-di-indonesia-tahun-2018/,
https://iprice.co.id/trend/insights/gambaran-industri-e-commerce-indonesia-di-tahun-2019/
4 out of 89

5. • Tokopedia, Shopee, and Lazada are the most well
known and most used e-commerce among
Indonesians. They are trying to give customer event
and promotion to have a more significant attachment.
• The power of social media is quite robust to engage
people to know further about e-commerce and to seek
product availability.
5 out of 89

6. • Customers are expecting a product as cheaper as possible
with the detailed description. They use promotion to get
customer willingness to buy from e-commerce.
• The most product with a promotion is FMCG such as fashion,
skin care, and makeup. A fascinating thing about those
products in e-commerce is available for shipping worldwide.
Some of the brands that don’t available on the offline store, so
they intentionally purchase from e-commerce accordingly.
6 out of 89

7. • In recent years, e-commerce emergence sways Indonesian
consumers from offline shopping to online shopping channel
experience drastically for more than half of the respondent.
• It is automatically changing their shopping behavior. The challenge to
maintain e-commerce user is how well e-commerce provide shopping
experience similar to offline shopping (e.g., product description,
availability, purchase process, payment method, package figuration,
etc.)
• Online shopping perceived as a convenient channel to purchase a
product. This trigger the user to do online shopping activity without
concerning needs and wants. Hence, the cancellation frequency as
high as the purchase frequency is increasing.
7 out of 89

8. • It is not enough grievance for their shipping process,
and user interface while purchasing a product or
communication with e-commerce representative.
• By dint of that, they quickly get a current customer as a
loyal customer, and potential customer is getting
attached by bringing a qualified product, seller and
shipping service (either third party or exclusive party.)
8 out of 89

10. • 2,000+ JAKPAT respondents involved
• Data collection was carried out 4 times, Q1
(March 2018), Q2 (June 2018), Q3 (September
2018), and Q4 (December 2018).
• The questionnaires were distributed via
JAKPAT mobile app
• Proportioned by Indonesian internet
population
• Capturing consumer trend in online shopping
platforms
• Exploring consumer shopping behavior through
their experience journey
• Identify consumer consideration while buying
products
• Mapping consumer needs and wants towards
online shopping platforms
• Learning in-store experience from the shoppers
to find out the triggers and barrier they encounter
during their shopping activities
• Capturing the Indonesia e-commerce big players
• Identify how e-commerce players in Indonesia
are well known
• Measuring E-commerce brand awareness and its
usage
• Identify the improvement key to getting attached
to Indonesian online shopping consumer
10 out of 89

11. n of respondent: 2193 (1st Quarter),
2851 (2nd Quarter), 2259 (3rd Quarter), 2374 (4th Quarter)
49.6%50.4%
GENDER
Male Female
5.0%
27.4%
25.4% 25.2%
14.5%
16-19 20-25 26-29 30-35 > 35
AGE GROUP
10.4%
43.0% 46.6%
Lower Middle Upper
SOCIO-ECONOMIC STATUS
0.3%
0.3%
0.3%
0.3%
0.3%
0.4%
0.4%
0.6%
0.8%
0.9%
0.9%
0.9%
1.0%
1.1%
1.2%
1.3%
1.5%
2.2%
3.0%
4.3%
4.4%
7.2%
10.2%
14.7%
19.8%
20.6%
Bengkulu
Gorontalo
Kalimantan Tengah
Sulawesi Tenggara
Sulawesi Utara
Nusa Tenggara Timur
Jambi
Kepulauan Riau
Bali
Nusa Tenggara Barat
Sumatera Barat
Kalimantan Barat
Aceh
Riau
Kalimantan Selatan
Kalimantan Timur
Lampung
Sulawesi Selatan
Sumatera Selatan
DI Yogyakarta
Sumatera Utara
Banten
Jawa Tengah
Jawa Timur
DKI Jakarta
Jawa Barat
PROVINCE
11 out of 89

13. As well as the e-commerce players have the fastest growing in Indonesia, people tend to move
their shopping channel, from offline to the online shopping channel. Currently, they are still using
an offline channel, but the activity is quite balanced with doing online shopping.
59,6% male
respondent prefer
do online shopping
than female
respondent Online shopping channel
has become popular
among all SES especially
from middle class (57,6%)
59,6% respondent from
20-25 years old do the
most online shopping
activities
13 out of 89
Offline
21%
Online
56%
Both online &
offline
23%

14. OFFLINE METHOD ONLINE METHOD
14 out of 89

15. People do worry about online
shopping because they might
face/get:
64.3%
43.4%
33.6%
30.3%
Untrusted
quality /
description
of the product
Prevent
scammer
Delayed
delivery
Additional charge
(e.g.: delivery cost,
assurance fee)
77% adult respondent from age
range 36-39 years old found this as
the most relatable reason while do
online shopping
Said 70% of
female
respondent
The way of choosing to face
shopping experience, people
who prefer do offline shopping
want to get more real
experience or interaction with
the potential product to buy
rather than a virtual experience
which e-commerce is providing.
15 out of 89

17. 56.0%
53.3%
34.0%
33.0%
24.3%
19.3%
18.6%
56.4%
52.5%
36.8%
33.1%
26.1%
16.3%
15.2%
56.4%
52.5%
36.8%
33.1%
26.1%
18.2%
16.3%
Social media Online review Online shop Online ads Seeing friend use the
product
Email promotion Throughout TV/Movie
3rd Quarter 2nd Quarter 1st Quarter Linear (3rd Quarter)
A consumer usually finds out the product first through social media, online review or online shop and it all goes
to an online channel in general. These information channels are growing from the first quarter until the third
quarter of 2018. It has a slight inclining number for a chain of online review, email promotion and TV/Movie
meanwhile the social media; online review/shop/ads remain the same.
17 out of 89

18. 7 out of 10 feels engage when the
first time just found out the product
2 out of 10 are
find out it more
sometimes
90,71 63,8% 34,1% 29,8%
Seek out online review and
other’s recommendation
Visit the product’s
website
Discuss/asking
family or friends
Visit the offline store
and try the product
After seeing the product for the first time,
respondent tends to engage with the
product. Therefore, they seek the second
catch with the product with another online
review or surf its website. People are
willing to do it for further product
description throughout the online platform
is preferable still.
18 out of 89

19. Mobile phone application
89,9%
Laptop
3,4%
Mobile phone browser
3,2%
And of course, the first catch experience activity and after came from mobile gadget
usages, such as a mobile phone and laptop. People nowadays are getting too attached to
gadget and social media.
19 out of 89
n of respondent:
2193 (1st Quarter),
2851 (2nd Quarter),
2259 (3rd Quarter)

21. 64.3%
67.2%
78.2%
Shopee
52.1%
66.2%
72.0%
Tokopedia
35.2%
60.8%
56.4%
Lazada
35.0%
49.5%
54.7%
Bukalapak
19.1%
30.4%
31.4%
Traveloka
20.2%
22.8%
30.9%
JD.ID
14.6%
22.6%
26.2%
Blibli
9.4%
17.3%
19.5%
Tiket.com
6.2%
15.4%
12.7%
Zalora
Ever buy the product
Most visited website P3M
Ever buy for the P3M
E-commerce players in Indonesia are facing quite competitive between them. They provide
various product to sell/buy, from small scale to large scale, investment type of product, bill
payment, etc.
21 out of 89

22. 22 out of 89

23. 15.2%
16.4%
40.2%
21.8%
6.4%
E-commerce purchase
frequency
Less than once
in a month
Once in a month
2-3 times in a
month
Once-twice in a
week
Almost everday 1.9%
5.1%
5.5%
9.5%
17.3%
18.4%
20.5%
21.5%
Third-party installment
Credit card
Cashless money
COD
Cash via minimarket
M-banking
ATM transfer
Online banking
Payment method
In an outline, people do always purchase a product from e-commerce for two to three times a month.
More than half of the respondents are spending their money in e-commerce within a month. It is because
of the payment method are increasingly widespread as well. Therefore, customers have a more
significant opportunity to proceed with the transactions.
n of respondent:
2193 (1st Quarter),
2851 (2nd Quarter),
2259 (3rd Quarter)
23 out of 89

25. 57% 43%
16-19
5%
20-25
30%
26-29
28%
30-35
23%
> 35
14%
AGEGENDER
10.1%
11.4%
30.9%
30.5%
17.1%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES
People who usually use Shopee are from 20-
25 years old, quite balance from gender
proportion, in middle-upper class position. It is
a common condition since they have a more
significant purchase chance.
n of respondent: 1432 (Q3), 1442 (Q4)
25 out of 89

26. 26 out of 89

27. 27 out of 89

28. Yes
67%
No
33%
Subscribe
Yes
55%
Sometimes
42%
No
3%
Do you read the subscribed
newsletter e-mail?
5 Reasons why:
Reason Percentage
Attractive discount promotion 68,7%
The email subject made me
curious
53,5%
Contain discount information
for my favorite product
38,7%
Free delivery promotion 36,2%
In a spare moment 31,9%
Install the app urges the user to create an account. Therefore, the
newsletter through e-mail will automatically be subscribed with the
connected account.
n of
respondent:
1432 (Q3),
1442 (Q4)
Do you subscribe Shopee’s
newsletter email?
28 out of 89

29. 29 out of 89

30. 30 out of 89

32. 44% 56%
16-19
5%
20-25
30%
26-29
28%
30-35
23%
36-39
14%
AGE
GENDER
10.1%
11.4%
30.9%
30.5%
17.1%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES
People who usually use Tokopedia are
from 20s, quite greater from the male
respondent, in upper-lower class
position
n of respondent: 1296 (Q3), 1038 (Q4)
32 out of 89

33. 33 out of 89

34. 34 out of 89

35. Yes
74%
No
26%
Subscribe
Yes
59%
Sometimes
38%
No
3%
Do you read the subscribed
newsletter e-mail?
Do you subscribe Tokopedia’s
newsletter email? 5 Reasons why:
Reason Percentage
Attractive discount promotion 61,7%
The email subject made me
curious
53,1%
Contain discount information
for my favorite product
40,3%
Free delivery promotion 37,7%
In a spare moment 32,8%
More than half of respondent are subscribing Tokopedia
newsletter e-mail and get attracted with discount promotion
or unique email subject urge them to read it.
n of
respondent:
1296 (Q3),
1038 (Q4)
35 out of 89

36. 36 out of 89

37. 37 out of 89

39. 43% 57%
16-19
5%
20-25
27%
26-29
26%
30-35
23%
36-39
19%
AGE
GENDER
11.5%
13.9%
32.1%
26.3%
16.2%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES
n of respondent: 769 (Q3), 532 (Q4)
Lazada user is quite more significant from a
male rather than female. It is well
distributed among 20-35 years old user.
39 out of 89

40. 40 out of 89

41. 41 out of 89

42. Yes
83%
No
17%
Subscribe
Yes
62%
Sometimes
35%
No
3%
Do you read the subscribed
newsletter e-mail?
Do you subscribe Lazada’s
newsletter email?
Reason Percentage
Attractive discount promotion 64,0%
The email subject made me
curious
49,8%
Contain discount information
for my favorite product
44,4%
Free delivery promotion 37,1%
In a spare moment 32,0%
5 Reasons why:
There are six out of ten Lazada user who subscribes newsletter email read it
because of attractive discount promotion. It followed by peculiar email subject
and free delivery promotion.
42 out of 89

43. 43 out of 89

44. 44 out of 89

46. 38% 62%
GENDER
16-19
5%
20-25
25%
26-29
26%
30-35
26%
36-39
18%
Age
12.0%
13.0%
28.2%
27.5%
19.1%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES The more male user becomes Bukalapak
user than a female user. It is evenly
distributed among millennial age, in middle
social class
n of respondent: 909 (Q3), 799 (Q4)
46 out of 89

47. 47 out of 89

48. 48 out of 89

49. Yes
78%
No
22%
Subscribe
Yes
64%
Sometimes
34%
No
2%
Do you read the subscribed
newsletter e-mail?
Do you subscribe Bukalapak’s
newsletter email?
Reason Percentage
Attractive discount promotion 60,25%
The email subject made me
curious
52,00%
Free delivery promotion 38,50%
Contain discount information
for my favorite product
38,50%
In a spare moment 36,50%
5 Reasons why:
Almost 80% the user subscribes the Bukalapak newsletter e-mail.
From among them, they read an attractive discount promotion
either the product or delivery fee.
n of respondent: 909 (Q3), 799 (Q4)
49 out of 89

50. 50 out of 89

51. 51 out of 89

53. 49% 51%
GENDER
16-19
3%
20-25
29%
26-29
28%
30-35
23%
36-39
17%
Age
10.3%
11.0%
31.0%
29.9%
17.8%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES n of respondent: 457 (Q3), 281 (Q4)
Millennial generation tends to be JD.id
user and from upper-lower social
class
53 out of 89

54. 54 out of 89

55. 55 out of 89

56. Yes
86%
No
14%
Subscribe
Yes
66%
Sometimes
32%
No
2%
Do you read the subscribed
newsletter e-mail?
Do you subscribe JD.ID’s
newsletter email?
Reason Percentage
Attractive discount promotion 58,75%
The email subject made me
curious
45,00%
Contain discount information
for my favorite product
41,88%
Free delivery promotion 36,88%
In a spare moment 37,50%
5 Reasons why:
JD.ID newsletter e-mail subscriber mostly read the content rather than
read it occasionally. They are looking for promotion content from it.
n of respondent: 457 (Q3), 281 (Q4)
56 out of 89

57. 57 out of 89

58. 58 out of 89

60. 48% 52%
GENDER
16-19
4%
20-25
28%
26-29
22%
30-35
26%
36-39
20%
AGE
8.9%
8.9%
28.4%
32.2%
21.6%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES
Blibli user is mostly from millennial
generation, in upper-lower class
position
n of respondent: 344 (Q3), 338 (Q4)
60 out of 89

61. 61 out of 89

62. 62 out of 89

63. Yes
90%
No
10%
Subscribe
Yes
62%
Som
etim
es
32%
No
6%
Do you read the subscribed
newsletter e-mail?
Do you subscribe Blibli’s
newsletter email?
Reason Percentage
Attractive discount promotion 60,65%
The email subject made me
curious
53,85%
Contain discount information
for my favorite product
36,98%
In a spare moment 35,21%
Free delivery promotion 26,63%
5 Reasons why:
Discount promotion through newsletter e-mail are quite impress
the Blibli user to read it. Promotion is the most strong content to
urge them to understand the newsletter e-mail.
n of respondent: 344 (Q3), 338 (Q4)
63 out of 89

64. 64 out of 89

65. 65 out of 89

67. 44% 56%
GENDER
16-19
2%
20-25
29%
26-29
29%
30-35
23%
36-39
17%
Age
8.4%
6.8%
26.3%
34.2%
24.2%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES
Tiket.com has a higher user from the
male respondent, quite balance over 20-
29 years old from upper-lower class.
n of respondent: 270 (Q3), 190 (Q4)
67 out of 89

68. 68 out of 89

69. 69 out of 89

70. Yes
87%
No
13%
Subscribe
Yes
72%
Sometimes
27%
No
1%
Do you read the subscribed
newsletter e-mail?
Reason Percentage
Attractive discount promotion 79,83%
The email subject made me
curious
65,55%
Contain discount information
for my favorite product
62,18%
Free delivery promotion 57,98%
Attractive article 46,22%
5 Reasons why:Do you subscribe Tiket.com’s
newsletter email?
There are none of the users doesn’t read Tiket.com newsletter e-mail, they are
read it sometimes at the least. E-commerce is trying to engage their customer
through newsletter e-mail with the promotion and trying to contrive an email with
an enticing subject.
70 out of 89

71. 72 out of 89

72. 72 out of 89

74. 54% 45%
GENDER
16-19
2%
20-25
31%
26-29
29%
30-35
22%
36-39
16%
AGE
5.0%
8.4%
23.6%
34.4%
28.6%
Lower 1
Middle 2
Middle 1
Upper 2
Upper 1
SES
n of respondent: 502 (Q3), 381 (Q4)
Traveloka user is almost balanced with the
gender proportion and well distributed
among 20-29 years old which is millennial
generation age range. They are from the
upper class
74 out of 89

75. 75 out of 89

76. 76 out of 89

77. Yes
83%
No
17%
Subscribe
Yes
62%
Sometimes
36%
No
2%
Do you read the subscribed
newsletter e-mail?
Do you subscribe Traveloka’s
newsletter email?
Reason Percentage
Attractive discount promotion 75,25%
The email subject made me
curious
62,12%
Contain discount information
for my favorite product
58,59%
Free delivery promotion 45,45%
Attractive article 39,39%
5 Reasons why:
The subscriber of Traveloka newsletter e-mail entirely
pays attention to read in showing interest to attractive
discount promotion.
n of
respondent:
502 (Q3),
381 (Q4)
77 out of 89

78. 78 out of 89

79. 79 out of 89

81. MARKETPLACE
81 out of 89

82. MARKETPLACE
82 out of 89

83. 83 out of 89

85. Product description Trusted Seller Delayed delivery
85 out of 89

86. 86 out of 89

87. 7 out of 10 to cancel the purchase not often even though they have ever done it. This more or less related to
how satisfied the customer with the seller or e-commerce representative service to fulfill the customer need
for shopping. It won’t predispose the purchased traffic as long as they got cheaper price product with faster
delivery and responsive representative.
72.1%
27.9%
Yes, I have ever No, I have not
Order cancellation
Have you ever cancelled the order?
14.9%
15.1%
19.7%
50.3%
Payment method is not
easy to use
Pricey
Forgot to made a
payment
Implusive order
The reasons for
cancelling the order
87 out of 89

88. 88 out of 89

89. 89 out of 89

90. Contact Us!
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