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EXECUTIVE SUMMARY

The market research report titled “Indonesia E-Commerce Market Outlook to 2019 – Driven by Innovative Payment Solutions and Opportunities in the Secondary Cities” provides a comprehensive analysis of the various aspects such as market size of the Indonesia e-commerce Industry, online retail market, online travel market, online advertising market and online entertainment market. The report also covers the market shares of major players in the Indonesia as well as the revenues of major players and portals in the e-commerce space.

Indonesia e-commerce market has showcased a remarkable growth during the span of last five years on the grounds of expansion in product range as well as surge in online market places. In 2014, B2C retail distribution model was one of the largest and has garnered the highest share of ~% in the overall sales revenues. B2C retail in Indonesian archipelago has been capital intensive and margins have been achieved majorly through economies of scale. Online retail is expected to drive consolidation in B2C space in the coming years in the Indonesian e-commerce market due to continuous influx of capital in B2C market by firms such as Lazada, Zalora, Bhinneka, Tokopedia, Blibli and others. Alliances such as Lazada and white label brand are expected to drive growth in the online B2C commerce market in the coming years. The e-commerce industry in the Indonesia has grown at a CAGR of 25.5% from USD ~ billion in 2009 to USD ~ million in 2014.

Indonesia online retail market has witnessed the emergence of a large number of players during the review years. The market has witnessed a rise in the number of new local wholesalers selling products online. Tokopedia, Rakutan, Blibli and Lazada are the major online retail firms in Indonesia apart from Zalora, E-Bay and Amazon. These players offer a variety of products online from that are owned by different brands. These firms not only provide better online payment facilities but also easy to use mobile applications. Online retail market in the country is expected to witness strong competition in the future due to the rise in the number of online small/medium wholesale retail firms in the country. Main competitors in the online retail market in the Indonesia include Amazon, MotihariMall.com, Blanja and Bhinneka, Zalora, Blibli and sold ~ billion in 2014.

Around ~ million women in Indonesia purchase products online. Moreover, it has been noticed that ~% of the purchasing decision in Indonesia is made by women rather than men. The average spending range among women who prefer to shop online was around USD ~ in 2014 and is expected to enhance every year. This is primarily due to the convenience offered by online retail coupled with attractive discounts offered by online retailers. In the year 2014, around ~% of the consumers in Indonesia had preferred cash on delivery services for payment as compared to ~% of those who proffered local payment gateways and ~% who chose online payments through credit cards

Indonesia is expected to increase its internet users to ~ million by 2017. Rise of cheap smartphones and tablets coupled with the presence of innovative payment solutions such as Doku, Indomog, Veritrans and others have been the major contributors to online commerce market of Indonesia. The presence of liberal government legislations has also supplemented the expansion of e-commerce in the country. Messenger groups are one of the most preferred platforms for online shopping in Indonesia e-commerce market. Indonesia E-commerce market has attained a small but significant share in the global online commerce market over the past few years. Since the Industry is at its nascent stage, the revenue generated by the local and global companies is expected to increase, which is likely to bolster the share of sales of online products in the overall market. This is also supported by the fact that more players are entering the market with different business models to tap the major share of customer base. It is expected that the online commerce market revenues will reach USD ~ billion by 2019 and the contribution share of online retail will increase to 45.8% by the year 2019.

Key Topics Covered in the Report:

- The market size of the Indonesia e-commerce, online retail, online travel, digital advertising, online entertainment industry.
- Market segmentation of the e-commerce industry on the basis of distribution model i.e. B2B, B2C and C2C and Industry segments.
- Market segmentation of the online retail market on the basis of types of goods (Clothing/ Apparel and Footwear, Beauty/ Cosmetics Products, Electronic Products, and Furniture, Utensils, bags and others), by type of model used (B2B, B2C and C2C), by type of devices (Mobile, Tablet, Desktop and Others) and by mode of payment (cash on delivery, bank transfer and credit card)
- Market segmentation of the online travel market on the basis of mode of transport (rail, bus, flights and others), by tickets (domestic and international) and by device used for booking (Laptop, desktop, mobile phones and tablet)
- Market segmentation of the online advertising market on the basis of types of advertisements (Search, display, video, mobile), by verticals (retail, finance, telecommunications), by performance model (CPM, CPC, CPA)
- Market segmentation of the online entertainment market on the basis of types of sources (Online gaming, videos, movies, newspaper and social networking)
- Consumer profile in online retail, online travel, online advertising and online entertainment
- Trends and Development in the Indonesia e-commerce industry.
- Competitive landscape of major players of online retail, online travel, online advertising and online entertainment in Indonesia
- Future outlook and projections of the Indonesia e-commerce industry – by purpose of industry



Table Of Contents

Indonesia E-Commerce Market Outlook to 2019 - Driven by Innovative Payment Solutions and Opportunities in the Secondary Cities
TABLE OF CONTENTS
1. Indonesia E-Commerce Market Introduction
1.1. E-Commerce Growth in Global Market
1.2. Indonesia E-commerce Market
1.3. Opportunities in Indonesia E-commerce Market
2. Indonesia E-commerce Market Size, 2009-2014
2.1. By Gross Merchandise Value, 2009-2014
3. Indonesia E-commerce Market Segmentation
3.1. By Distribution Model, 2014
3.2. By Purpose of Industry, 2014
4. Indonesia Online Retail Market Introduction
4.1. Business Models
4.1.1. Lazada Marketplace Model
4.1.2. B2B2C Model
4.2. Indonesia Online Retail Market Size by Gross Merchandise Value, 2009-2014
4.3. Indonesia Online Retail Market Segmentation, 2014
4.3.1. By Types of Good Sold (Electronics, Clothing, Beauty, Others), 2014
4.3.2. By Types of Model Used (B2B, B2C, C2C)
4.3.3. By Types of Device Used (Mobile, Desktop, Tablet, Others), 2014
4.3.4. By Mode of Payment (Cash on Delivery, Bank Transfer, Credit Card), 2014
4.4. Consumer Profiles in Indonesia Online Retail Market, 2014
4.4.1. By Gender Category, 2014
4.4.2. By Age Category, 2014
4.4.3. By Mode of Payment, 2014
4.4.4. By Seasonal Demand, 2014
4.5. Market Share of Major Players in Indonesia Online Retail
4.5.1. By Gross Merchandise Value, 2014
4.6. Competitive Landscape of Major Players in Indonesia Online Retail Market
4.7. Trends and Developments in Indonesia Online Retail Market
Intensification in Internet Access
Proliferation in Online Community
“Showrooming” in Online Retail
Rise in Urban Population
Rise in Competition
4.8. Pre-requisites in Indonesia Online Retail Market
4.8.1. Consumer Preference
4.8.2. Internet Penetration
4.8.3. Competition between Online and Offline Channels
4.8.4. Government Regulations
4.8.5. Role of Payment Gateways in Online Retail Market of Indonesia
4.8.6. Affluent Consumers
4.8.7. Discounts
4.9. Indonesia Online Retail Market Future Outlook and Projections, 2015-2019
5. Indonesia Online Travel Market Introduction
5.1. Business Models
5.1.1. E- Ticketing- Direct Marketing (Business to Consumer Model)
5.1.2. Monetization Model/ Commission Based Model
5.1.3. Tour Package Business Model
5.1.4. Hybrid Booking and Payment Model
5.2. Indonesia Online Travel Market Size by Gross Merchandise Value, 2009-2014
5.3. Indonesia Online Travel Market Segmentation, 2014
5.3.1. By Mode of Transport (Rail, Bus, Flights and Others), 2014
5.3.2. By Tickets (Domestic, International), 2014
5.3.3. By Device Used for Booking (Laptop, Desktop, Mobile Phones and Tablet), 2014
5.4. Consumer Profiles in Indonesia Online Travel Market, 2014
5.4.1. By Gender Category, 2014
5.4.2. By Mode of Payment, 2014
5.4.3. By Age Group, 2014
5.4.4. By Seasonal Demand, 2014
5.5. Market Share of Major Players in Indonesia Online Travel
5.5.1. By Gross Merchandise Value, 2014
5.6. Competitive Landscape of Major Players in Indonesia Online Travel Market
5.7. Trends and Developments in Indonesia Online Travel Market
Use of Social Media has changed the behaviour of Online Travellers
More Outbound Searches in Indonesia
Preference of Bank Transfer for Online Payment
Rise in Urban Population
Micro-Blogging, most used platform
5.8. Pre-requisites in Indonesia Online Travel Market
5.8.1. Consumer Preference
5.8.2. Rivalry among Online Travel Firms
5.8.3. Holiday Destinations
5.8.4. Mode Used for Online Travel Booking
5.8.5. Alliance with Hotels and Flights/Bus
5.8.6. Government Regulations
5.8.7. Corporate Connection with the Market
5.9. Indonesia Online Travel Market Future Outlook and Projections, 2015-2019
6. Indonesia Online Advertising Market Introduction
6.1. Indonesia Online Advertising Value Chain
6.2. Indonesia Online Advertising Market Size by Revenue, 2009-2014
6.3. Indonesia Online Advertising Market Segmentation, 2014
6.3.1. By Types of Advertisements (Search, Display, Videos and Mobile), 2014
6.3.2. By Verticals (Retail, Finance, Telecommunication and Others), 2014
6.3.3. By Performance Models (CPA (Cost per Action), CPC (Cost per Click), CPM (Cost per Mile), 2014
6.4. Market Share of Major Players in Indonesia Online Advertising Market, 2014
6.5. Competitive Landscape of Major Players in Indonesia Online Advertising Market
6.6. Trends and Developments in Indonesia Online Advertising Market
Repurposing the Printed Content
Poor Hosting Infrastructure
Intensification in Internet Access
Digital Advertisements leading the market
From Geo-Targeting to In-App advertisements
6.7. Pre-requisites in Indonesia Online Advertising Market
6.7.1. Budget Allocation
6.7.2. Popular Mode of Advertisements
6.7.3. Micro blogging, Twitter as a Popular Source for Advertising
6.7.4. Advertising Ethics
6.7.5. Programmatic Advertising
6.8. Indonesia Online Advertising Market Future Outlook and Projections, 2015-2019
7. Indonesia Online Entertainment Market Introduction
7.1. Indonesia Online Entertainment Market Size by Gross Merchandise Value, 2009-2014
7.2. Indonesia Online Entertainment Market Segmentation, 2014
7.2.1. By Types of Source (Online Gaming, Videos, Movies, Others (Newspaper, Social Networking), 2014
7.3. Market Segmentation by Online Gaming Market, 2014
7.3.1. By Types of Membership, 2014
7.3.2. By Types of Gamers, 2014
7.3.3. By Mode of Payment, 2014
7.4. Indonesia Online Entertainment Market Consumer Profile
7.4.1. Gender Wise Split, 2014
7.4.2. Age Wise Split, 2014
7.5. Competitive Landscape of Major Players in Indonesia Online Gaming Market
7.6. Pre-requisites in Indonesia Online Entertainment Market
7.6.1. Customer Engagement- Different Modes of Entertainment
7.6.2. Localization of Global Products
7.6.3. Fast Growing Internet Population
7.6.4. Fragmentation in Consumer Preferences
7.6.5. Color and Visual Busy-ness of Indonesian Entertainment Sites
7.6.6. Legislations and Regulations
7.7. Trends and Developments in Indonesia Online Entertainment Market
Proliferation of Online Gaming Firms
Intensification in Internet Access
Plenty of Colour and Visual busy-ness in Indonesian websites
7.8. Indonesia Online Entertainment Market Future Outlook and Projections, 2015-2019
8. Growth Drivers of Indonesia E-Commerce Market
Urbanites to Drive Growth
Rising Internet Usage
Striking Facets by Online Retailers
Phenomenal Growth in Use of Cellphones
Digitally Active Internet Users
Large Scale Public Investments
9. Challenges in Indonesia E-Commerce Market
Current State of Internet Infrastructure
Ineffecient Transportation Channel
Fraudulent Image of Online Shopping
Negative Investment List
Ruined Digital Experience- Rural Areas
Unreliable Payment Gateways
Low Income and Affordability
10. Porters Five Force Model
Competitive Rivalry within the Industry
Threats of New Entrants
Threats of Substitutes
Bargaining power of customers
Bargaining power of suppliers
11. Indonesia E-Commerce Market Future Outlook and Projections, 2015-2019
11.1. By Purpose of Industry
12. Analyst Recommendation
12.1.1. Opportunities in Secondary and Tertiary Cities
12.1.2. Requirement for Upgradation of Logistic Facilities
12.1.3. Assurance of Secure Online Payment Gateways among Indonesian Consumers
12.1.4. Prologue of Mobile Applications/ Pocket- Sized Marketplace
12.1.5. Diversification in Product Portfolio
13. Macroeconomic Factors Affecting Indonesia E-Commerce Market, 2009-2019
13.1. Mobile Users of Indonesia, 2009-2019
13.2. Personal Disposable Income of Indonesia, 2009-2019
13.3. Internet Users of Indonesia, 2009-2019
13.4. Indonesia Urban Population, 2009-2019
13.5. Laptop Shipments Market of Indonesia, 2009-2019
14. Appendix
14.1. Market Definitions
14.2. Abbreviations
14.3. Research Methodology
Data Collection Methods
Approach
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
14.4. Disclaimer

LIST OF FIGURES

Figure 1: Purchase Preference of Consumers in Global E-commerce Market
Figure 2: Global B2C E-commerce Market Place Growth on the basis of Gross Merchandise Value in Percentage (%), 2012-2017
Figure 3: Indonesia E-Commerce Market Online Spend by Major Retailers on the basis of Gross Merchandise Value in USD, 2012
Figure 4: Indonesia E-Commerce Industry Market Size on the basis of Gross Merchandise Value in USD Billion, 2009-2014
Figure 5: Indonesia E-Commerce Market Segmentation by Distribution Models on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 6: Indonesia E-commerce Market Segmentation by Purpose of Industry on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 7: Preferred E-commerce Channels or Platforms for Viewing Retail Products by Indonesian Consumers, 2014
Figure 8: Top Buyers and Products in Indonesia E-Commerce Market, 2014
Figure 9: Lazada Market Place Model in Indonesia Online Retail Market
Figure 10: B2B2C Business Model in Indonesia Online Retail Market
Figure 11: Indonesia Online Retail Market Size on the basis of Gross Merchandise Value in USD Billion, 2009-2014
Figure 12: Indonesia Online Retail Market Segmentation by Types of Goods Sold on the basis of Gross Merchandise Value in Percentage, 2014
Figure 13: Indonesia Online Retail Market Segmentation by Types of Model Used on the basis of Gross Merchandise Value in Percentage, 2014
Figure 14: Indonesia Online Retail Market Segmentation by Types of Device Used on the basis of Gross Merchandise Value in Percentages (%), 2014
Figure 15: Indonesia Online Retail Market Segmentation by Mode of Payment on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 16: Indonesia Online Retail Market Segmentation by Gender Category of Indonesian Shoppers, 2014
Figure 17: Indonesia Online Retail Market Segmentation by Age Category of Indonesian Shoppers, 2014
Figure 18: Indonesia Online Retail Market Segmentation by Mode of Payment used by Consumers, 2014
Figure 19: Indonesia Online Retail Market Segmentation by Seasonal Demand of Products, 2014
Figure 20: Market Share of Major Players in Indonesia Online Retail Market on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 21: Indonesia Online Retail Market Future Projections by Gross Merchandise Value in USD Billion, 2015-2019
Figure 22: Indonesia Online Travel Market E- Ticketing, Direct Marketing Business Model
Figure 23: Indonesia Online Travel Market Monetization/ Commission Based Model
Figure 24: Indonesia Online Travel Market Tour and Package Business Model
Figure 25: Indonesia Online Travel Market Hybrid Booking and Payment Model
Figure 26: Indonesia Online Travel Market Size on the basis of Gross Merchandise Value in USD Billion, 2009-2014
Figure 27: Indonesia Online Travel Market Segmentation on the basis of Modes of Transportation by Gross Merchandise Value in Percentage (%), 2014
Figure 28: Indonesia Online Travel Market Segmentation on the basis of Type of Ticket Booking by Gross Merchandise Value in Percentage (%), 2014
Figure 29: Indonesia Online Travel Market Segmentation on the basis of Device used for Ticket Booking by Gross Merchandise Value in Percentage, 2014
Figure 30: Gender wise Split of Indonesia Online Travel Market Consumers, 2014
Figure 31: Mode of Payment used by Indonesia Online Travel Market Consumers, 2014
Figure 32: Age Profile of Customers in Indonesia Online Travel Market, 2014
Figure 33: Seasonal Demand of Customers in Indonesia Online Travel Market, 2014
Figure 34: Market Share of Major Players in Indonesia Online Travel Market on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 35: Competitive Landscape of Major Players (Tiket, Traveloka, Valadoo, PegiPegi) in Indonesia Online Travel Market, 2014
Figure 36: Indonesia Online Travel Market Most Preferred International Holiday Destinations by Consumers, 2014
Figure 37: Indonesia Online Travel Market Future Projections by Gross Merchandise Value in USD Billion, 2015-2019
Figure 38: Indonesia Online Advertising Market Value Chain Analysis
Figure 39: Indonesia Online Advertising Market Size on the basis of Revenue in USD Million, 2009-2014
Figure 40: Indonesia Digital Advertising Spends in USD per Internet User, 2009-2014
Figure 41: Indonesia Online Advertising Market Segmentation on the basis of Types of Advertisements by Revenue in Percentage (%), 2014
Figure 42: Indonesia Online Advertising Market Segmentation on the basis of Types of Verticals by Revenue in Percentage (%), 2014
Figure 43: Indonesia Online Advertising Market Segmentation on the basis of Types of Performance Models by Revenue in Percentage (%), 2014
Figure 44: Indonesia Online Advertising Market Share on the basis of Revenue in Percentages (%), 2014
Figure 45: Indonesia Online Advertising Market Future Outlook and Projections on the basis of Revenue in USD Million, 2015-2019
Figure 46: Indonesia Online Entertainment Market Size on the basis of Gross Merchandise Value in USD Million, 2009-2014
Figure 47: Indonesia Online Entertainment Market Segmentation by types of Sources on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 48: Indonesia Online Gaming Market Segmentation by Types of Membership on the basis of Gross Merchandise Value in Percentage (%), 2014
Figure 49: Indonesia Online Gaming Market Segmentation by Types of Gamers on the basis of Gross Merchandise Value in Percentages (%), 2014
Figure 50: Indonesia Online Gaming Market Segmentation by Mode of Payment on the Basis of Gross Merchandise Value in Percentages, 2014
Figure 51: Indonesia Online Entertainment Market Consumer Profile by Gender Wise Split of Indonesian Viewers in Percentages (%), 2014
Figure 52: Indonesia Online Entertainment Market Consumer Profile by Age Wise Split of Indonesian Viewers, 2014
Figure 53: Indonesia Online Entertainment Market Future Outlook and Projections on the basis of Gross Merchandise Value in USD Million, 2015-2019
Figure 54: Indonesia E-commerce Market on the basis of Number of Internet users and Netizens in Millions, 2010-2013
Figure 55: Porter's Five Force Model in Indonesia E-Commerce Market, 2014
Figure 56: Indonesia E-Commerce Market Future Projections on the basis of Gross Merchandise Value in USD Billion, 2015-2019
Figure 57: Indonesia Mobile Users in Millions, 2009-2019
Figure 58: Indonesia Personal Disposable Income in USD Million, 2009-2019
Figure 59: Indonesia Internet Users in Million, 2009-2019
Figure 60: Indonesia Urban Population in Million, 2009-2019
Figure 61: Indonesia Laptop Shipments Market On the Basis of Imports in USD Million, 2009-2019

LIST OF TABLES

Table 1: Indonesia E-Commerce Market Segmentation by Distribution Models on the basis of Gross Merchandise Value in USD Billion, 2014
Table 2: Indonesia E-commerce Market Segmentation by Categories (Online Retail, Online Travel, Online Advertising and Online Entertainment) on the basis of Gross Merchandise Value in USD Million, 2014
Table 3: Indonesia Online Retail Market Segmentation by Types of Goods Sold on the basis of Gross Merchandise Value in USD Billion, 2014
Table 4: Indonesia Online Retail Market Segmentation by Types of Model Used on the basis of Gross Merchandise Value in USD Billion, 2014
Table 5: Indonesia Online Retail Market Segmentation by Types of Device Used on the basis of Gross Merchandise Value in USD Billion, 2014
Table 6: Indonesia Online Retail Market Segmentation by Mode of Payment on the basis of Gross Merchandise Value in USD Billion, 2014
Table 7: Market Share of Major Players in Indonesia Online Retail Market on the basis of Gross Merchandise Value in USD Billion, 2014
Table 8: Competitive Landscape of Major Players in Indonesia Online Retail Market (Tokopedia, Rakutan, Blibli and Lazada) in Indonesia Online Retail market
Table 9: Indonesia Online Travel Market Segmentation on the basis of Modes of Transportation by Gross Merchandise Value in USD Billion, 2014
Table 10: Indonesia Online Travel Market Segmentation on the basis of Type of Ticket Booking by Gross Merchandise Value in USD Billion, 2014
Table 11: Indonesia Online Travel Market Segmentation on the basis of Device used for Ticket Booking by Gross Merchandise Value in USD Billion 2014
Table 12: Market Share of Major Players in Indonesia Online Travel Market on the basis of Gross Merchandise Value in USD Billion, 2014
Table 13: Indonesia Online Travel Market Laptop Imports in USD Million, 2009-2014
Table 14: Indonesia Online Advertising Market Segmentation on the basis of Types of Advertisements by Revenue in USD Million, 2014
Table 15: Indonesia Online Advertising Market Segmentation on the basis of Types of Verticals by Revenue in USD Million, 2014
Table 16: Indonesia Online Advertising Market Segmentation on the basis of Types of Performance Models by Revenue in USD Million, 2014
Table 17: Indonesia Mobile Phone Facebook Users and Penetration, 2013-2014
Table 18: Indonesia Online Advertising Market Share on the basis of Revenue in USD Billion, 2014
Table 19: Competitive Landscape of Major Advertising Agencies (Ad Plus, Ad stars, Campaign Asia, Bright Stars) in Indonesia Online Advertising Market
Table 20: Indonesia Internet Users in Millions, 2009-2014
Table 21: Indonesia Online Entertainment Market Segmentation by Types of Sources used for Entertainment on the basis of Gross Merchandise Value in USD Million, 2014
Table 22: Indonesia Online Gaming Market Segmentation by Types of Membership on the basis of Gross Merchandise Value in USD Million, 2014
Table 23: Indonesia Top 10 games by Revenue on iOS and Google Play, 2014
Table 24: Indonesia Mobile Game Genres by Percentage of Money Spenders and Non-Spenders, 2014
Table 25: Indonesia Online Gaming Market Segmentation by Types of Gamers on the basis of Gross Merchandise Value in USD Million, 2014
Table 26: Indonesia Online Gaming Market Segmentation by Mode of Payment on the Basis of Gross Merchandise Value in USD Million, 2014
Table 27: Competitive Landscape of Major Online Gaming Portals/Platforms in Indonesia Online Entertainment Market
Table 28: Indonesia Online Gaming Market Types of Gaming Events and Exhibitions, 2014
Table 29: Few Major Online Payment Gateways in Indonesia
Table 30: Indonesia E-Commerce Market Future Outlook and Projections on the basis of Gross Merchandise Value in Percentage (%), 2015-2019
Table 31: Indonesia E-Commerce Market Future Outlook and Projections on the basis of Gross Merchandise Value in USD Billion, 2015-2019
Table 32: Correlation Matrix for Indonesia E-Commerce Market
Table 33: Regression Coefficients Output

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