Report Published: "Internet Retailing in Indonesia"

From: Fast Market Research, Inc.
Published: Wed Jan 27 2016

The focus or highlight of retailing in Indonesia during 2015 was internet retailing. Existing retailers from all different retailing formats ventured into internet retailing on a various scale, ranging from leveraging existing marketplaces to establishing their own e-commerce marketplaces during the year. Capital infused into internet retailing by retailers also stretched from minimal costs (as some marketplaces still offer free services to join as sellers) to US$500 million, the biggest capital investment in e-commerce in Indonesia, by the newly joined player MatahariMall from Mallusi Ecommerce Global PT, launched in 2015. A leading specialist retailer primarily in fashion, Mitra Adi Perkasa Tbk PT further challenged the internet retailing players with the expected launch of its MAPeMall at the end of the year.

Full Report Details at

Competitive Landscape

Third-party merchants took the leading position in Internet retailing in Indonesia in 2015. The leading internet retailer by value sales, Lazada, entered the third-party marketplace model in 2014, through which it obtained tremendous increase of sales year on year. Third-party merchants contributed the largest portion of total value sales by 2014 and further increased their contribution in 2015. Several internet retailers such as Qoo10, Elevenia and Rakuten adopted a pure third-party marketplace model, providing a platform and services for retailers to sell their products online. Lazada, on the other hand, still has a mixture of a third-party marketplace and its own retailing operation, where contribution of the third-party marketplace is higher. Its sister retailing brand, Zalora, had its own retailing portion bigger than its third-party marketplace by the end of the review period. Lazada and Zalora were the first and second biggest contributors in internet retailing in Indonesia by brands in 2015, with the same owner, Rocket Internet GmbH.

Industry Prospects

Internet retailing will continue to be the prime highlight of retailing strategies over the forecast period as currently internet retailers are still strengthening their internal infrastructure and streamlining their operations. Internet retailing is set to be the highest-growing channel in retailing over the forecast period, unmatched by other types of retailing formats. Uneven economic distribution in Indonesia has made store-based expansion limited in reaching a wider consumer base, especially in less developed areas. The presence of internet retailing therefore sets a huge potential for retailers to tap all market segments across all geographical locations in Indonesia in the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Internet Retailing industry in Indonesia with research from Euromonitor's team of in-country analysts.

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