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Startup Asia Jakarta 2013: State of e-commerce in Indonesia

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Startup Asia Jakarta 2013: State of e-commerce in Indonesia

  1. THE STATE OF eCOMMERCE INDONESIA ANDRY SUHAILI CEO, PRICEAREA.COM STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  2. Current State Government, Regulations – How Secure Are We? The Rise of SMB & Marketplaces Role of eCommerce Search Engine – PriceArea.com STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  3. 74.6 MILLION Internet users in Indonesia 74.6 34.8 32.4 20.1 29.8% 36% Indonesia Philippines 36% Vietnam Internet users (in million) 67% Malaysia 104.2% 17.6 9.1 26.4% Thailand Singapore % of penetration Source: TechinAsia, November 2013 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  4. 20% Y-Y Growth Internet users 102.8 93.4 83.6 74.6 59.6 43 33.0% 36.5% 39.8% 29.8% 24.0% 17.5% 2011 2012 2013 Internet users (in million) 2014 2015 2016 % of population Source: eMarketer,March 2013 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  5. 4.6 MILLION people have shopped online in 2013 8.7 7.4 5.9 4.6 3.1 2 2011 2012 2013 2014 2015 2016 Source: eMarketer,March 2013 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  6. USD 1.8 BILLION Spent on eCommerce in 2013 $4.49 $3.56 $2.60 $1.80 $1.04 $0.56 2011 2012 2013 2014 2015 2016 Source: eMarketer,March 2013 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  7. Growth driven by Middle Class Spending, Cheap Smartphones & Affordable Internet Source: The Boston Consulting Group, March 2013 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  8. Fashion and Females are the TOP Products & Buyers Respectively FEMALE MALE CLOTHING 39.1% HANDPHONE 17.8% 16.9% PLANE TICKET /SHOW 16.1% LAPTOP & ACCESSORIES 1.4% 11.0% 9.0% 8.8% 77.1% 2.1% 8.7% 3.8% 11.1% BAGS BOOKS ELECTRONICS SHOES 5.2% 2.2% 5.0% Source: APJII, Indonesian Internet Profile, Dec 2012 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  9. Trust is No.1 issue in online shopping in Indonesia 34.6% AFRAID OF FRAUD 21.5% TOUCH & FEEL THE ITEMS 21.5% HIGH PRICES 21.5% NOT INTERESTED 9.3% 6.0% 5.2% PRODUCT QUALITY NOT GUARANTEED DO NOT KNOW HOW NOT PRACTICAL 4.7% ITEM DO NOT MATCH THE OFFER 4.1% ITEMS NOT IN ACCORDANCE TO ANYONE’S LIKING 4.0% ITEMS DO NOT MATCH THE PICTURE Source: APJII, Indonesian Internet Profile, Dec 2012 STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  10. Challenge in Payment and Delivery 57% 28% 8% 7% BANK TRANSFER CASH ON DELIVERY OTHERS CREDIT CARD 14.7 Million Credit Cards (4.5% Penetration) 55% 39% 33% 28% Only 3 providers are ready to support logistics from online shopping. 25% 25% 20% 5% 6% 3% Indonesia Philippines Vietnam Delivery 6% 9% Malaysia Thailand Singapore Payment Source: Indonesia Credit Card Association, 2013, VelaAsia STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  11. Indonesian Government defines eCommerce as: “Electronic transaction is legal action which is done using computer, computer network, and/or other electronic medias.” STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  12. Indonesian Government defines eCommerce as: “Electronic transaction is legal action which is done using computer, computer network, and/or other electronic medias.” STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  13. Associations like idEA helps facilitate the growth www.idea.or.id STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  14. Payment & Logistics eCommerce Platforms STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  15. 2 Popular Business Model Marketplace • C2C model • B2C model • B2B model • B2B2C model Direct Selling • Consignment model • Outright model • Dropship model STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  16. Direct Selling is dominated by few numbers of aggressive players Integrated Infrastructure Pricing Strategy Offline – Online Strategy Partnerships STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  17. Marketplaces are the key players in shaping eCommerce 3,642,894 3,000,000 # of Products % of Sellers 1,570,000 1,212,369 1,104,211 1,100,000 529,887 500,000 341,640 53,600 60,000 35,407 8,200 339,495 10,000 126,000 Alexa Rank (Indonesia): #7 #12 #24 #42 #54 #96 #158 #217 Source: PriceArea.com STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  18. Competition is heating up STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  19. Marketplace that differentiate by market segmentation will win Younger shopkeepers Matured, Individuals, Business Young, Less savvy shopkeepers Females, Housewives STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  20. 40 MILLION Small Medium Businesses SMB represents 99% of all companies in Indonesia Retail Sales: USD 134 BILLION Online: 0.7% STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  21. While others focus on Sellers, Pricearea focus on Shoppers 2010 STARTUP ASIA 2013 2012 2013 THE STATE OF eCOMMERCE
  22. While others focus on Sellers, Pricearea focus on Shoppers 46.7% ONLINE CONSUMERS RESEARCH ONLINE BEFORE PURCHASE Source: APJII, Indonesian Internet Profile STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  23. 3000+ Online Stores 550,000+ Online Sellers 8.5 MILLION Products Listed SELLER’S INFORMATION PAYMENT INFORMATION PRODUCT INFORMATION SHIPPING INFORMATION SELLING PRICE OFFERS/ DISCOUNTS STARTUP ASIA 2013 THE STATE OF eCOMMERCE
  24. Thanks! Andry Suhaili CEO, PriceArea.com

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