Insights into the growth of Indonesian eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled
Digital User Insights
There are currently 31.65 million eCommerce usersin Indonesia, with an additional 22.24 million users expected to be shopping online by 2022. Four years from now, these 43.89 million eCommerce users will spend an average of 375.32 USD online.
On average, Indonesian desktop users spend 4 hours 48 minutes per day on the internet, whereas mobile users spend 3 hrs 55 minutes.
Total Indonesian eCommerce revenue across all product categories is 8.59 billion USD, and is expected to grow to 16.48 billion USD by 2021. Fashion is currently the leading product category in Indonesia, accounting for 3.05 billion USD market share, followed by Toys, Hobby and DIY, which generates 1.82 billion USD in sales.
By 2022, Fashion will still be the most purchased online category, with an estimated value of 6.17 billion USD, and second favorite, Toys, Hobby and DIY will have an expected worth of 3.90 billion USD.
In 2016, Indonesia was ranked 63rd in the World Bank Logistics ranking.
Preferred Online Payments
80.7% of Indonesian shoppers like to pay with bank transfer when shopping online.
Where does Indonesia buy from?
China supplies Indonesia with 32.1 billion USD in imports – ranging from telephones to petroleum. Indonesia’s other key import partners are Singapore ($25.8 billion), Japan ($11.3 billion), Malaysia ($6.67 billion) and South Korea ($6.61 billion).
Internet and Device Usage
Internet penetration in Indonesia is currently 42.1%, and should reach 49.9% by 2022. Smartphone penetration is a little less (26.3%), but is projected to grow to 32.1% in the next four years.
55% of online shoppers in Indonesia frequently buy via mobile, compared to 46% who buy via desktop (46%) and tablet (40%) shoppers.
In 2018, it is estimated Indonesia will spend $2.85 billion USD on digital ads.
44% of people in Indonesia are active social network users, thanks to Facebook, Twitter, Instagram and Path, which are the leading social networks.
For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.