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Indonesia B2C E-Commerce Market 2015

Indonesia B2C E-Commerce Market 2015

Indonesia to become the largest B2C E-Commerce market in Southeast Asia

The fourth most populous country worldwide, Indonesia, ranks in the top 10 global markets by number of Internet users, despite low Internet penetration. Although only a low double-digit share of Internet users in the country makes purchases online, Indonesia is reported to have the potential to become by far the largest of the B2C E-Commerce markets in Southeast Asia, due to anticipated rapid growth.

Indonesia is a “mobile first” country. Mobile phones were used by the majority of Internet users in Indonesia to access the web in 2014, and were furthermore the device most used by online shoppers to make purchases online. Smartphone penetration is growing, expected to top 100 million users and rank Indonesia among the top 5 countries worldwide by number of smartphone users, within the next three years. Additionally, clothing and other fashion-related items were the most purchased online product category last year, while the payment method most preferred by online shoppers was bank transfer.

As the E-Commerce landscape evolves in Indonesia, the competition is dominated by marketplaces. The most popular E-Commerce website in Indonesia, Lazada, combined online retailing with the marketplace model and achieved triple-digit growth across Southeast Asia last year. It also attracted additional investment, as did two other marketplaces, Tokopedia and Elevenia. Meanwhile, the two major online classifieds websites in the country, OLX and Berniaga, formed a joint venture under the OLX brand to compete together in the increasingly competitive and booming E-Commerce industry.


1. Management Summary
2. Overview and International Comparisons
B2C E-Commerce Overview and International Comparisons, August 2015
Top 10 Countries Worldwide by Number of Internet Users, incl. Indonesia, in millions, 2013 - 2018f
Top 10 Countries Worldwide by Number of Smartphone Users, incl. Indonesia, in millions, 2013 - 2018f
Smartphone User Penetration in Asia-Pacific, by Selected Countries, incl. Indonesia, in % of Population, 2012 - 2018f
Online Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Indonesia, in % of Internet Users, 2013 - 2018f
B2C E-Commerce Share of Total Retail Sales in Asia-Pacific, by Selected Countries, incl. Indonesia, in %, 2013 - 2018f
Share of Respondents who Made at Least One Purchase Online in the Previous Three Months in Asia-Pacific, by Selected Countries, incl. Indonesia, in %, Q4 2014
Mobile Shopper Penetration in Asia-Pacific, by Selected Countries, incl. Indonesia, in % of Respondents, 2012 – 2014
Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, incl. Indonesia, April 2015
Share of Indonesia of B2C E-Commerce Sales in Southeast Asia, in % and in USD billion, 2018f
Internet Penetration in Southeast Asia, by Country, incl. Indonesia, in % of Population, 2014
B2C E-Commerce Share of Total Retail Sales in Southeast Asia, by Country, incl. Indonesia, in %, 2013
Devices Most Used for Online Shopping in Southeast Asia, by Country, incl. Indonesia, Compared to Global Average, in % of Online Shoppers, Q1 2014
Breakdown of the Last Online Purchase in Southeast Asia, by Device Used, in % of Online Shoppers, by Country, incl. Indonesia, 2014/Q1 2015
Activities Carried Out on Smartphones at Least Weekly in Southeast Asia, incl. Purchase, by Country, incl. Indonesia, in % of Smartphone Users, 2014/Q1 2015
Top 3 Drivers of Online Shopping in Southeast Asia, by Countries, incl. Indonesia, Q1 2014
Share of Internet Users Who Do Not Trust to Provide Credit Card Information Online in Southeast Asia, by Country, incl. Indonesia, Compared to Global Average, in % of Internet Users, Q1 2014
3. Trends
B2C E-Commerce Trends Overview, August 2015
Devices Most Used for Online Shopping, in % of Online Shoppers, Q1 2014
Devices Used to Access the Internet, in % of Internet Users, 2014
Activities Carried Out via Mobile Browser, incl. “Shopping”, in % of Mobile Internet Users, September 2014
Types of Platforms Used for Online Shopping, incl. “Social Network”, in % of Internet Users, 2014
Overview of B2C E-Commerce Regulatory Trends, August 2015
4. Sales & Shares
B2C E-Commerce Sales, in USD million, 2009 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2013 - 2018f
E-Commerce Sales, in USD billion, 2014 & 2016f
E-Commerce Sales, in USD billion, 2013 - 2015f
5. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2014
Number of Internet Users and Penetration, in millions and in % of Individuals, 2010 – 2014
Number of Internet Users, in millions, and in % Year-on-Year Change, 2013 - 2018f
Online Shopper Penetration, in % of Internet Users, 2013 - 2018f
Activities Carried Out Online, incl. Online Purchase, in % of Internet Users, 2014
Breakdown of Online Shoppers and Internet Users, by Gender, in %, 2014
Breakdown of Online Spending in the Previous 6 Months, in % of Online Shoppers, 2014
6. Products
Product Categories Purchased Online, in % of Online Shoppers, 2014
Product Categories to Purchase Online in the Next 6 Months, in % of Internet Users, Q1 2014
7. Payment
Breakdown of Preferred Payment Methods in Online Shopping, in % of Online Shoppers, 2014
Online Payment Methods Used in Online Shopping, in % of Online Shoppers, 2014
8. Delivery
Concerns Related to Online Shopping, incl. Shopping Costs, in % of Internet Users, Q1 2014
Criteria for Choosing an E-Commerce Website, incl. “Safe Transactions and Delivery”, in % of Online Shoppers, 2014
9. Players
E-Commerce Player Overview, August 2015
E-Commerce Websites Purchased From, in % of Online Shoppers, 2014
Ranking of Selected E-Commerce Websites, by Unique Visitors, in thousands, and in % Reach of Total Unique Visitors to E-Commerce Websites, July 2014
Top 10 Local E-Commerce Websites, by Website Rank, incl. Website Visits, Time Spent on Website, Page Views and Bounce Rate, July 2015

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