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E-COMMERCE
IN INDONESIA
Bali, 3 May 2017 WORKSHOP
Indonesia ICT Reseller Channel Summit 2017
By Jeffrey Bahar, Spire Research and Consulting
A. OVERVIEW OF
INDONESIA RETAIL
INDUSTRY
+256 MILLION
POPULATION
67%*UPPER MIDDLE TO HIGH
$324 BILLION
TOTAL RETAIL SALES
CLASS POPULATION
Indonesia Demographic Overview
* People with more than 60 million income per annum
Source: Deloitte, OECD, Nielsen, Others
3% 2% 2%
8% 7% 7%
25%
28% 29%
2006 2011 2020
Percentage Change in Disposable
Household Income in the Low, Middle,
and High Income in Indonesia
Lower Income Middle Income High Income
22
%
27
%
5%
6%
2015 2016
Food
Beverages
5% 3%
8%
9%
14%
3%
2015 2016
Welfare & Saving
Leisure & Holiday
Credit Card
10
% 9%
12
% 11
%
2015 2016
Housing & Utilities
Transportation
Overall Expenditures Across the Three Consumer Product
Clusters (2015 – 2016)
6%
12%
2%
“48% of Indonesia’s total
spending on fast moving
consumer goods comes from the
middle class.”
DAY 1
Top 5 Countries in 2016 Global Retail Development Index
2016
Rank
Country Market
Size*
(25%)
Country
Risk**
(25%)
Market
Saturation
(25%)
Time
Pressure
***
(25%)
GRDI
Score
Population
(Million)
GDP per
Capita,
PPP
National
Retail
Sales ($
Billion)
1 China 100 61.2 36.2 92.5 72.5 1,370 14,190 3,046
2 India 53.7 54.3 75.8 100 71 1,314 6,209 1,009
3 Malaysia 81.2 83.4 23.5 50.4 59.6 31 26,141 93
4 Kazakhstan 56.4 37.3 61.9 70.2 56.5 18 24,346 48
5 Indonesia 64.3 38.9 50.2 68.9 55.6 256 11,112 324
Source : AT Kearney
* 0 = low attractiveness, 100 = high attractiveness
** 0 = high risk, 100 = low risk
*** 0 = no time pressure, 100 = urgency to enter
DAY 1
Types and Number of Retail Stores in Indonesia (2016)
2.3 mio
STORES
Traditional
Retail
Modern Retail
(Minimarket)
Modern Retail
(Supermarket)
19,440
STORES
12,210
STORES
20%
12.50%
10% 9.50%
8.00%
10% 10%
2.40%
6.00% 5.60% 5% 4.80% 5% 5.40%
2011 2012 2013 2014 2015 2016F 2017F
Growth of Modern Retail Turnover in Indonesia
Growth Rate GDP Growth
Share and Growth Rate of Modern Retail in Indonesia
Source : Indonesia Trade Ministry, Spire Research and Consulting
DKI Jakarta
38.1%
Sumatera
8.2%
West Java
14.08% Central Java
10.2%
East Java
12.12%
Spread of Modern Retail in Indonesia
Source : IFC B2B Payment Assessment, 2015
Total Value of Traditional Retail Channel Transactions in
Indonesia
Type of
goods
for sale
Ready to drink
(100%)
Instant beverages 
tea, coffee (96%)
Mineral water
in gallon (42%)
Toiletries (99%)
Household care (93%)Medicine/ drugs
(87%)
Beauty treatments
(71%)Food  including
Instant noodle,
canned food (100%)
LPG (45%)
Other Basic Needs/
Sembako not including
rice
(95%)
Mobile phone credit
(pulsa) (18%)
Rice (55%)
Others (27%)
Source : Spire Research and Consulting
Types of Goods for Sale in Indonesia Traditional Retail
B. E-COMMERCE
IN INDONESIA
88.1 million internet user
(34% population)
75 million smartphone user
(29.2% population)
308.2 million mobile phone
user
(121% population)
3 hour/day, average of
internet access via mobile
device
3 million fixed broadband user
(1.5% population)
2 hours 25 minutes/day,
average of social media
usage
74 million social media
user (29% population)
69 million facebook user
50 million twitter user
Indonesia Digital Landscape (2016)
Source : Spire Research and Consulting
Source : Spire Research and Consulting
Number of Online Shoppers in Indonesia
Online sales Transaction VS Retail Sales In Indonesia (2013-2016F)
Year
Online Sales
Estimate
(Billion USD)
Retail Sales
Estimate
(Billion USD)
Online Sales As
a Percentage of
Retail Sales
2013 1,8 363,4 0,50%
2014 2,6 411,3 0,63%
2015 3,6 473,9 0,76%
2016 4,5 543,1 0,83%
The growth of online shopper at
17.27% from 2013 to 2016 gives
significant effect on the sales
percentage of online
transactions.
With CAGR at 25.74% for over
the four years, Indonesia is
becoming the potential market
in E- Commerce industry.
E-Commerce Development in Indonesia
2013
2014
2015
2016
4.6 mio
5.9 mio
7.4 mio
8.7 mio
DAY 1
Image Source: Flexy (www.flexy.com.br)
Basic Diagram of E-Commerce
4
2
2.7
7.6
9.6
15.9
17.2
20
20.7
5
4
4
4
22
12
18
15
20.5
Others
Automotive Accessories
Health Supplement
Sports and Entertainment
Books
Beauty Products
Electronics and Gadgets
Gaming Products and
Services
Fashion Products
Q3 2015
Q1 2016
Types of Product Bought via E-Commerce
Source : Spire Research and Consulting
DAY 1
34.47%
65.53%
Grocery Purchase via Mobile App
Yes No
Usage of On-Demand Service in Indonesia
Source : Livingsocial
10.73%
10.73%
27.12%
38.70%
42.09%
49.15%
61.30%
Other Supermarket
Apps
HappyFresh
Klikindomaret
Bukalapak
AlfaCart
Tokopedia
Lazada
Where Do People Order Their
Grocery Online?
DAY 1
Free shipping
Exclusive items or
deals
Product warranty
Safe and simple
payment methods
Trust issue on
product quality
No hands on
experience before
buying
High shipping cost
and slow delivery
time
Unreliable payment
method
Shoppers Likes and Dislikes in Online Shopping
DAY 1
C. INDONESIA
E-PAY LANDSCAPE
Source: Asosiasi Penyelenggara Jasa Internet Indonesia, LivingSocial
1%
2.30%
2.70%
7%
24%
33%
67.40%
Mobile Money
Rekber
PayPal
Debit Card
Credit Card
Internet Banking
SMS Banking
Online Payment Methods Used by
Indonesia User as of 2015
Used Electronic Payment Method in Indonesia
17%
10.42%
12.46%
28%
69%
I have never paid
for an on-demand
service
Other e-money
services (Android
Pay, PayPal,
KasPay, etc)
Credit Card
In-apps e-money
(Go-Pay,
GrabPay, etc)
Cash
Payment Methods Used to Pay for
On-Demand Services (2016)
DAY 1
Mobile Money / Mobile Payment
Jak CardBank DKI
Bank Mandiri
Indomaret Card
Gaz Card
E-Toll Card
E-Cash
Bank BCA
Flazz Card
Mega Cash
Mega Virtual
Tap Cash
Brizzi
BBM MoneyBank Permata
CIMB Niaga Rekening Ponsel
Nobu Bank Nobu E-Money
Bank BRI
Bank BNI
Bank Mega
1
t-cash
Indosat Dompetku
XL Axiata XL Tunai
Smartfren Uangku
Telkom
I-Vas
Flexi Cash
Skye Sab
Binus Easy Transaction
Skye Mobile Money
FinChannel
Mynt e-moneyArtajasa
Doku WalletNusa Satu Inti Artha
Finnet Indonesia
Witami Tunai Mandiri Witami Tunai
mVcommerce Ponsel & Instan Pay
2
3
4
5
6
9
7
10
Bank Institution Telco Provider
1
2
3
4
5
3rd Party Payment
Service Provider
1
2
3
4
5
6
(Dismissed in 2015)
Source : Spire research and Consulting, gathered from many sources
BCA Sakuku
BTPN WOWBTPN
8
Landscape of Mobile Payment Aggregator in Indonesia (1)
Bank DKI
1
UniqKu
DAY 1
Some card based e-money players have launched the web based and mobile application to
support the behavior of banking people who is getting mobile, as well as support the growing
number of smartphone penetration and the increasing trend of online transaction
Card Web Based, USSD, SMS
Mobile Apps
Most of the transaction of
e-money happened on the
merchant will usually be
handled only by the same
acquirer (on-us), since the
e-money (card base)
instrument have not
implemented
interoperability
All transaction of mobile
operators’ service is
delivered through its
dedicated network, and
could be accessed either
through UMB or mobile
application.
Source : Spire research and Consulting, gathered from many sources
Landscape of Mobile Payment Aggregator in Indonesia (2)
E-Money/E-
wallet
Payment
Gateway
Gaming / Digital
Content Focused
E-Commerce Focused
Source : Spire research and Consulting, gathered from many sources
Landscape of Mobile Payment Aggregator in Indonesia (3)
offline merchant dominates
because Indonesian consumers
feel more comfortable in doing
transaction at offline merchant
Prepaid e-money have a
significant growth in terms of
usage. This is due to marketing
activities or promotion held by
those banks with the merchant,
mainly on F&B and retail stores
Most of bank and mobile operators
users prefer to use mobile payment for
offline transaction, while the rest of e-
money usage is driven by some
collaborative promotion offered by the
online merchants and the mobile
payment provider
Share of Spending at Offline and Online merchant
Source : Spire research and Consulting, gathered from many primary sources
Bank Cards
(ATM, Debit, &
Credit card)
E-money
instrument
Mobile
payment
Small percentage
on online merchant
Trx.
Almost none
transaction on online
merchant
Smaller percentage
on online merchant
Trx.
Usage Behavior on Each Payment Instrument
DAY 1
D. E-COMMERCE 2.0:
THE FUTURE IS NEAR
Shifting in Customer Behavior Post Digital Technology Era
Source : Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey
DAY 1
E-Commerce 2.0: O2O
“The key to O2O is that it finds
consumers online and brings
them into real-world stores. It is
a combination of payment
model and foot traffic
generator for merchants (as
well as a “discovery”
mechanisms for consumers)
that creates offline purchases.”
~Alex Rampell, CEO and Founder of TrialPay,
2010
Source : Gitome
DAY 1
Case Study #1 Matahari Mall
Case Study #2 Amazon
Case Study #3 BerryBenka
DAY 1
E. CONCLUSION
Conclusion #1
Modern retail is having stronger existence in urban areas,
while traditional retail holds their presence in rural areas.
DAY 1
Conclusion #2
The convenience of online shopping attracts people to use
it; and alongside with it, e-payment grows.
DAY 1
Conclusion #3
The e-competition is growing fiercer, with companies strive
to provide a better e-shopping experience. Addressing
customers needs is the key.
DAY 1
Jeffrey Bahar, Group Deputy CEO
jeffrey.bahar@spireresearch.com
M: +62-812-1005 940
Tel: (62-21) 5794 5800
Wisma 46 Kota BNI, 25th Floor, Unit 07 & 09
Jalan Sudirman Kav. 1, Jakarta 10220
INDONESIA
indonesia.info@spireresearch.com
www.spireresearch.com

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Jeffrey Bahar, SPIRE: e-commerce industry in Indonesia, GATES ICT Reseller Channel Summit 2017

  • 1. E-COMMERCE IN INDONESIA Bali, 3 May 2017 WORKSHOP Indonesia ICT Reseller Channel Summit 2017 By Jeffrey Bahar, Spire Research and Consulting
  • 2. A. OVERVIEW OF INDONESIA RETAIL INDUSTRY
  • 3. +256 MILLION POPULATION 67%*UPPER MIDDLE TO HIGH $324 BILLION TOTAL RETAIL SALES CLASS POPULATION Indonesia Demographic Overview * People with more than 60 million income per annum Source: Deloitte, OECD, Nielsen, Others 3% 2% 2% 8% 7% 7% 25% 28% 29% 2006 2011 2020 Percentage Change in Disposable Household Income in the Low, Middle, and High Income in Indonesia Lower Income Middle Income High Income 22 % 27 % 5% 6% 2015 2016 Food Beverages 5% 3% 8% 9% 14% 3% 2015 2016 Welfare & Saving Leisure & Holiday Credit Card 10 % 9% 12 % 11 % 2015 2016 Housing & Utilities Transportation Overall Expenditures Across the Three Consumer Product Clusters (2015 – 2016) 6% 12% 2% “48% of Indonesia’s total spending on fast moving consumer goods comes from the middle class.” DAY 1
  • 4. Top 5 Countries in 2016 Global Retail Development Index 2016 Rank Country Market Size* (25%) Country Risk** (25%) Market Saturation (25%) Time Pressure *** (25%) GRDI Score Population (Million) GDP per Capita, PPP National Retail Sales ($ Billion) 1 China 100 61.2 36.2 92.5 72.5 1,370 14,190 3,046 2 India 53.7 54.3 75.8 100 71 1,314 6,209 1,009 3 Malaysia 81.2 83.4 23.5 50.4 59.6 31 26,141 93 4 Kazakhstan 56.4 37.3 61.9 70.2 56.5 18 24,346 48 5 Indonesia 64.3 38.9 50.2 68.9 55.6 256 11,112 324 Source : AT Kearney * 0 = low attractiveness, 100 = high attractiveness ** 0 = high risk, 100 = low risk *** 0 = no time pressure, 100 = urgency to enter DAY 1
  • 5. Types and Number of Retail Stores in Indonesia (2016) 2.3 mio STORES Traditional Retail Modern Retail (Minimarket) Modern Retail (Supermarket) 19,440 STORES 12,210 STORES 20% 12.50% 10% 9.50% 8.00% 10% 10% 2.40% 6.00% 5.60% 5% 4.80% 5% 5.40% 2011 2012 2013 2014 2015 2016F 2017F Growth of Modern Retail Turnover in Indonesia Growth Rate GDP Growth Share and Growth Rate of Modern Retail in Indonesia Source : Indonesia Trade Ministry, Spire Research and Consulting
  • 6. DKI Jakarta 38.1% Sumatera 8.2% West Java 14.08% Central Java 10.2% East Java 12.12% Spread of Modern Retail in Indonesia
  • 7. Source : IFC B2B Payment Assessment, 2015 Total Value of Traditional Retail Channel Transactions in Indonesia
  • 8. Type of goods for sale Ready to drink (100%) Instant beverages  tea, coffee (96%) Mineral water in gallon (42%) Toiletries (99%) Household care (93%)Medicine/ drugs (87%) Beauty treatments (71%)Food  including Instant noodle, canned food (100%) LPG (45%) Other Basic Needs/ Sembako not including rice (95%) Mobile phone credit (pulsa) (18%) Rice (55%) Others (27%) Source : Spire Research and Consulting Types of Goods for Sale in Indonesia Traditional Retail
  • 10. 88.1 million internet user (34% population) 75 million smartphone user (29.2% population) 308.2 million mobile phone user (121% population) 3 hour/day, average of internet access via mobile device 3 million fixed broadband user (1.5% population) 2 hours 25 minutes/day, average of social media usage 74 million social media user (29% population) 69 million facebook user 50 million twitter user Indonesia Digital Landscape (2016) Source : Spire Research and Consulting
  • 11. Source : Spire Research and Consulting Number of Online Shoppers in Indonesia Online sales Transaction VS Retail Sales In Indonesia (2013-2016F) Year Online Sales Estimate (Billion USD) Retail Sales Estimate (Billion USD) Online Sales As a Percentage of Retail Sales 2013 1,8 363,4 0,50% 2014 2,6 411,3 0,63% 2015 3,6 473,9 0,76% 2016 4,5 543,1 0,83% The growth of online shopper at 17.27% from 2013 to 2016 gives significant effect on the sales percentage of online transactions. With CAGR at 25.74% for over the four years, Indonesia is becoming the potential market in E- Commerce industry. E-Commerce Development in Indonesia 2013 2014 2015 2016 4.6 mio 5.9 mio 7.4 mio 8.7 mio DAY 1
  • 12. Image Source: Flexy (www.flexy.com.br) Basic Diagram of E-Commerce
  • 13. 4 2 2.7 7.6 9.6 15.9 17.2 20 20.7 5 4 4 4 22 12 18 15 20.5 Others Automotive Accessories Health Supplement Sports and Entertainment Books Beauty Products Electronics and Gadgets Gaming Products and Services Fashion Products Q3 2015 Q1 2016 Types of Product Bought via E-Commerce Source : Spire Research and Consulting DAY 1
  • 14. 34.47% 65.53% Grocery Purchase via Mobile App Yes No Usage of On-Demand Service in Indonesia Source : Livingsocial 10.73% 10.73% 27.12% 38.70% 42.09% 49.15% 61.30% Other Supermarket Apps HappyFresh Klikindomaret Bukalapak AlfaCart Tokopedia Lazada Where Do People Order Their Grocery Online? DAY 1
  • 15. Free shipping Exclusive items or deals Product warranty Safe and simple payment methods Trust issue on product quality No hands on experience before buying High shipping cost and slow delivery time Unreliable payment method Shoppers Likes and Dislikes in Online Shopping DAY 1
  • 17. Source: Asosiasi Penyelenggara Jasa Internet Indonesia, LivingSocial 1% 2.30% 2.70% 7% 24% 33% 67.40% Mobile Money Rekber PayPal Debit Card Credit Card Internet Banking SMS Banking Online Payment Methods Used by Indonesia User as of 2015 Used Electronic Payment Method in Indonesia 17% 10.42% 12.46% 28% 69% I have never paid for an on-demand service Other e-money services (Android Pay, PayPal, KasPay, etc) Credit Card In-apps e-money (Go-Pay, GrabPay, etc) Cash Payment Methods Used to Pay for On-Demand Services (2016) DAY 1
  • 18. Mobile Money / Mobile Payment Jak CardBank DKI Bank Mandiri Indomaret Card Gaz Card E-Toll Card E-Cash Bank BCA Flazz Card Mega Cash Mega Virtual Tap Cash Brizzi BBM MoneyBank Permata CIMB Niaga Rekening Ponsel Nobu Bank Nobu E-Money Bank BRI Bank BNI Bank Mega 1 t-cash Indosat Dompetku XL Axiata XL Tunai Smartfren Uangku Telkom I-Vas Flexi Cash Skye Sab Binus Easy Transaction Skye Mobile Money FinChannel Mynt e-moneyArtajasa Doku WalletNusa Satu Inti Artha Finnet Indonesia Witami Tunai Mandiri Witami Tunai mVcommerce Ponsel & Instan Pay 2 3 4 5 6 9 7 10 Bank Institution Telco Provider 1 2 3 4 5 3rd Party Payment Service Provider 1 2 3 4 5 6 (Dismissed in 2015) Source : Spire research and Consulting, gathered from many sources BCA Sakuku BTPN WOWBTPN 8 Landscape of Mobile Payment Aggregator in Indonesia (1) Bank DKI 1 UniqKu DAY 1
  • 19. Some card based e-money players have launched the web based and mobile application to support the behavior of banking people who is getting mobile, as well as support the growing number of smartphone penetration and the increasing trend of online transaction Card Web Based, USSD, SMS Mobile Apps Most of the transaction of e-money happened on the merchant will usually be handled only by the same acquirer (on-us), since the e-money (card base) instrument have not implemented interoperability All transaction of mobile operators’ service is delivered through its dedicated network, and could be accessed either through UMB or mobile application. Source : Spire research and Consulting, gathered from many sources Landscape of Mobile Payment Aggregator in Indonesia (2)
  • 20. E-Money/E- wallet Payment Gateway Gaming / Digital Content Focused E-Commerce Focused Source : Spire research and Consulting, gathered from many sources Landscape of Mobile Payment Aggregator in Indonesia (3)
  • 21. offline merchant dominates because Indonesian consumers feel more comfortable in doing transaction at offline merchant Prepaid e-money have a significant growth in terms of usage. This is due to marketing activities or promotion held by those banks with the merchant, mainly on F&B and retail stores Most of bank and mobile operators users prefer to use mobile payment for offline transaction, while the rest of e- money usage is driven by some collaborative promotion offered by the online merchants and the mobile payment provider Share of Spending at Offline and Online merchant Source : Spire research and Consulting, gathered from many primary sources Bank Cards (ATM, Debit, & Credit card) E-money instrument Mobile payment Small percentage on online merchant Trx. Almost none transaction on online merchant Smaller percentage on online merchant Trx. Usage Behavior on Each Payment Instrument DAY 1
  • 22. D. E-COMMERCE 2.0: THE FUTURE IS NEAR
  • 23. Shifting in Customer Behavior Post Digital Technology Era Source : Ipsos OTX/Google 2012 Holiday Shopping Intentions Survey DAY 1
  • 24. E-Commerce 2.0: O2O “The key to O2O is that it finds consumers online and brings them into real-world stores. It is a combination of payment model and foot traffic generator for merchants (as well as a “discovery” mechanisms for consumers) that creates offline purchases.” ~Alex Rampell, CEO and Founder of TrialPay, 2010 Source : Gitome DAY 1
  • 25. Case Study #1 Matahari Mall
  • 26. Case Study #2 Amazon
  • 27. Case Study #3 BerryBenka DAY 1
  • 29. Conclusion #1 Modern retail is having stronger existence in urban areas, while traditional retail holds their presence in rural areas. DAY 1
  • 30. Conclusion #2 The convenience of online shopping attracts people to use it; and alongside with it, e-payment grows. DAY 1
  • 31. Conclusion #3 The e-competition is growing fiercer, with companies strive to provide a better e-shopping experience. Addressing customers needs is the key. DAY 1
  • 32. Jeffrey Bahar, Group Deputy CEO jeffrey.bahar@spireresearch.com M: +62-812-1005 940 Tel: (62-21) 5794 5800 Wisma 46 Kota BNI, 25th Floor, Unit 07 & 09 Jalan Sudirman Kav. 1, Jakarta 10220 INDONESIA indonesia.info@spireresearch.com www.spireresearch.com