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Indonesia B2C E-Commerce Market 2019

Indonesia B2C E-Commerce Market 2019

Mobile use spurs growth of online shopping in Indonesia, says new yStats.com report

Online commerce growth attributed to mobile use.
The high penetration of smartphones in Indonesia and their use for shopping is one of the main drivers of B2C E-Commerce growth. The yStats.com report includes the fining that most Internet access in the country is through mobile phone and the device is increasingly used for shopping online. The expansion of online shopping has led to draft legislation, not yet implemented by the government, to regulate the practice.

Trends in products, payment and delivery
Indonesia’s online shoppers have made footwear and apparel the leading product category purchased digitally. In paying for those fashion items and other goods, bank transfer is the leading payment method, though digital wallets are beginning to make inroads on the payment scene, according to data cited in the yStats.com report. Surveys of online shoppers consistently reflect the importance of low cost or free and quick delivery in the final decision to make a purchase.

Domestic merchants compete with global online sellers.
International E-Commerce giants such as China’s JD.com and Go-Jek, along with Singapore’s Lazada.com have taken note of Indonesia’s expansion in online shopping and have established their presence in the country. Local merchants as Bukalapak have moved to counter the competition from abroad in the online marketplace, according to sources cited in the new yStats.com publication.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview, May 2019
M-Commerce Share of Total Retail E-Commerce Sales, in %, by China, India, Indonesia, South Korea, Thailand, the UK and the USA, 2018
Retail E-Commerce Sales, in USD billion, by Malaysia, Indonesia, Philippines, Singapore, Thailand, Vietnam, 2015, 2018e & 2025f, and CAGR, in %, 2018e-2025f
B2C E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in USD billion, and CAGR, in %, 2018e & 2023f
Digital Payment Service Penetration, Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in % of Respondents, Q2 2018
Top 10 Most Visited E-Commerce Platforms, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, in % of Online Shoppers, Q1 2019
Top 10 Shopping Apps by Most Active Monthly Users, by Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam, Q1 2019
3. Trends
Smartphone User Penetration, in % of Mobile Phone Users, 2015 – 2018
Breakdown of Device Usage to Access the Internet, by Frequency, in % of Internet Users, 2018
Breakdown of Internet Traffic by Device, in %, 2018
Shopping-Related Activities Carried Out Online, in % of Internet Users, 2018
Breakdown of Devices Used to Access E-Commerce Websites, in % of E-Commerce Users, 2018e
M-Commerce Share of Total Retail E-Commerce Sales, in %, 2018
Breakdown of E-Commerce by Local and Cross-Border, According to Buyers and Sellers, in %, 2018e
Top 3 Countries Purchased From in the Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, 2018
Breakdown of E-Commerce Sales by Social Commerce and Retail E-Commerce, in USD billion, 2017 & 2022f
4. Sales & Shares
Internet Economy Market Size, in USD billion, by Sector, 2015, 2018e & 2025f
Retail E-Commerce Sales, in USD billion, 2018 & 2023f
E-Commerce Share of Retail Sales, in %, 2018 & 2023f
E-Commerce Share of Retail Sales, in %, 2019f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2017 – 2022f
Number Internet Users, in millions, 2010 – 2018
Breakdown of Frequency of Online Shopping, in % of Internet Users, March 2019
Average E-Commerce Spending per Month in IDR, in %, 2018e
Breakdown of E-Commerce Users, by Age Group and Gender, in %, 2018e
6. Products
Top 3 Product Categories Purchased Online, in % of Online Shoppers, 2018
Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2018e
7. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, September 2018
Number of E-Money Transactions, in millions, and Value, in IDR billion, 2012 – 2018e
Most Used E-Money Services, in % of Mobile Users, January 2018
8. Delivery
Breakdown of Main Drivers to Online Shopping, in % of E-Commerce Users, 2018e
Barriers to Online Shopping, in % of Respondents Who Do Not Shop Online, 2018
Breakdown of Problems Encountered When Using a Particular Shopping Website, incl. Delivery-Related, in % of Online Shoppers, May 2018
9. Players
B2C E-Commerce Players Overview, May 2019
Most Used E-Commerce Websites, in % of Online Shoppers, 2018
Product Categories Purchased from the Top Local Online Shopping Websites, May 2018
Breakdown of Positive Aspects of a Particular Shopping Website, in % of Online Shoppers, May 2018
Top 10 E-Commerce Websites, by Average Monthly Visits, in millions, Q1 2019

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