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4. 4
GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
reported data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency
figure be in the future, the average exchange rate of the past 12 months is used.

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METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in Indonesia. A broad definition of retail E-Commerce used by some original sources cited in this report might
include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, B2C E-Commerce sales and shares, Internet users and shoppers,
products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the B2C E-Commerce market and international comparisons, where the relevant country is compared to other countries in
the region in terms of criteria relevant to E-Commerce.
 Next, the “Trends” section includes an overview of market trends, such as M-Commerce and social commerce.
 The section “Sales & Shares” covers the development of retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers.
 Furthermore, the “Delivery” section covers information related to delivery in B2C E-Commerce.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including a ranking of top online shopping platforms by website
visits.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers (B2C). A broader definition of retail E-Commerce applied by some sources also includes consumer-
to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales
generated through E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic
transactions via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country
where the foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C
and C2C transactions might be included in the definition of retail cross-border E-Commerce.
 SOCIAL COMMERCE
the use of social media in E-Commerce transactions, where social networks and other social media platforms
assist the selling and buying of products and services online.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
 ONLINE CLASSIFIEDS
an online platform, where both consumers and businesses can publish small advertisements about the sale of
goods and services.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 3)
1. Management Summary
2. Overview & International Comparisons
• B2C E-Commerce Market Overview and International Comparisons, March 2018
• Retail E-Commerce Sales Forecast in Indonesia, Compared to Selected Emerging Markets Worldwide, in USD billion, 2025f
• Retail E-Commerce Sales, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, in USD billion, 2016 & 2021f, and CAGR,
in %, 2016-2021f
• Selected Socio-Economic Characteristics, incl. Population, in thousands, GDP, in USD million, Y-o-Y Change in GDP, in %, GDP per
Capita, in USD, and GDP per Capita PPP, in International Dollars, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam,
2016
• Internet Penetration, in % of Individuals, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, 2015 & 2016
• Breakdown of Digital Consumers in Six Southeast Asian Markets by Country, in %, by Indonesia, Malaysia, Philippines, Singapore,
Thailand, Vietnam, 2017
• Year-on-Year Growth Rate in Number of Digital Consumers, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam,
2017
• Breakdown of the Number of E-Commerce Orders by Payment Methods, in %, by Indonesia, Philippines, Singapore, Thailand, March
2017
• Payment Methods Offered by E-Commerce Merchants, in % of E-Commerce Merchants, by Indonesia, Malaysia, Philippines, Singapore,
Thailand, Vietnam, June 2017
• Mobile Share of Traffic to E-Commerce Sites, in %, by Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, June 2017
• Average Conversion Rate on E-Commerce Sites, in %, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore,
Thailand, Vietnam, June 2017
• Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, by Indonesia, Malaysia, Philippines, Singapore, Thailand,
Vietnam, June 2017
3. Trends
• Number of Smartphone Users, in millions, 2017e & 2020f
• Breakdown of Devices Used to Access the Internet, in % of Internet Users, 2017
• Breakdown of Internet Traffic by Device, in %, February 2018
• Activities Performed via Smartphone, incl. “Shopping Online”, in % of Smartphone Users, July 2017

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TABLE OF CONTENTS (2 OF 3)
3. Trends (Cont.)
• Average Conversion Rate on E-Commerce Sites, in %, by Mobile, Desktop and Total, June 2017
• Average E-Commerce Order Value, in USD, by Mobile, Desktop and Total, June 2017
• Online Resources That Inspire Consumers to Make Certain Purchases, in % of Online Shoppers, 2016
• Breakdown of Frequency of Buying Goods in Social Networks, in % of Social Network Users, June 2017
• Product Categories Purchased Online via Social Networks, in % of Respondents Who Make Purchases via Social Networks, June 2017
4. Sales & Shares
• Retail E-Commerce Sales, in USD billion, 2016 & 2021f
• Retail E-Commerce Sales, in USD billion, 2018f & 2021f
• E-Commerce Sales Share of GDP and of Total Household Consumption, in %, 2016
• E-Commerce Share of Retail Sales, in %, 2016
5. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2011 - 2017e
• Breakdown of Internet Users, by Age Group and Gender, in %, 2017
• Online Shopper Penetration, in % of Internet Users, 2017
• Share of Internet Users Selling Online, in % of Internet Users, 2017
• Share of Households with Members Who Have Experience in Online Shopping, in %, 2017e
• Breakdown of Frequency of Shopping Online, in % of Internet Users, Q1 2017
• Breakdown of Frequency of Shopping Online, in % of Respondents, 2016 & 2017
• Breakdown of Online Spending in IDR, in % of Online Shoppers, 2017
• Number of Online Shoppers, in millions, 2016 & 2021f
6. Products
• Share of Online Shoppers Who Prefer to Buy Selected Product Categories Online, in %, by Category, 2016
• Share of Online Shoppers Who Are Likely to Purchase Grocery Online in the Next 12 Months, in %, 2018e

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TABLE OF CONTENTS (3 OF 3)
7. Payment
• Top 3 Payment Methods Used in E-Commerce, in % of Internet Users, 2016
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2017
• Credit Card Uses, in % of Banked Adults Interested in Owning a Credit Card, March 2017
• Breakdown of Main Purposes of Using Online Banking, incl. “Shopping Online”, in % of Users, March 2017
8. Delivery
• Reasons Customers Shop at Certain Retailers, in % of Online Shoppers, 2016
• Overview of Shipping Features Offered to Selected Major E-Commerce Websites, incl. Free Shipping and Order Tracking, November
2017
• Overview of Estimated Delivery Times of Selected Third-Party Delivery Services for Deliveries from Jakarta to Surabaya, in Days,
November 2017
9. Players
• Overview of E-Commerce Players, March 2018
• Breakdown of the Number and Value of VC Deals by Sector, incl. E-Commerce, in %, January 2012-August 2017 (Total)
• Top Local E-Commerce Websites by Unique Visitors, in thousands, by Total, Mobile and Desktop, incl. Total Minutes Spent, in millions,
Total Views, in millions, and Average Minutes per View, June 2017
• Top 10 Local B2C E-Commerce Websites, by Total Visits, in millions, February 2018
• Top 3 Local C2C E-Commerce Websites, by Total Visits, in millions, February 2018
• Breakdown of Platforms Used to Purchase Groceries Online, in % of Internet Users, December 2016

10. 10
1. Management Summary 10 – 12
2. Overview & International Comparisons 13 – 25
3. Trends 26 – 35
4. Sales & Shares 36 – 40
5. Internet Users & Online Shoppers 41 – 50
6. Products 51 – 53
7. Payment 54 – 58
8. Delivery 59 – 62
9. Players 63 – 69

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11
42
0
20
40
60
2016 2021f
inmillions
The number of online shoppers in Indonesia is projected to rise
from 11 million in 2016 to 42 million in 2021.
Indonesia: Number of Online Shoppers, in millions, 2016 & 2021f
Note: A.T. Kearney’s analysis from BPS, Bappenas, EIU, Nielsen, World Bank, UN, Statista
Source: A.T. Kearney, Amvesindo, Google, September 2017
CAGR
+31%
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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IDR 1 million
60,7%
IDR 1-2 million
13,9%
IDR 2-5 million
14,6%
IDR 5-10 million
6,3%
IDR 10-15 million
2,4%
IDR 15-30 million
1,2% More than IDR 30 million
1,0%
60.7% of online shoppers in Indonesia spent up to IDR 1 million (EUR
66) on E-Commerce sites during 12 months prior to a survey in 2017.
Indonesia: Breakdown of Online Spending in IDR, in % of Online Shoppers, 2017
Note: the exchange rate applied in the action title is the average for 2017: EUR 1 = IDR 15,116.84
Survey: based on a survey of 1,000 urban consumers in 25 cities; question asked ; question asked “How much did you spend on products purchased through e-commerce sites
in the past 12 month?“
Source: Nikkei Asian Review citing FT Confidential Research, February 2018
Overview Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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