E-COMMERCE IN INDONESIA:

More Shoppers
Are Going Mobile
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E-commerce is exploding in Indonesia: An estimated

7.4M people shopped online in 2015. Does your marketing
mix reflect the latest trends? Check in before they check
out—see how your e-commerce business can best meet
consumers along the path to purchase.

INDONESIA’S BOOMING E-COMMERCE MARKET

100 Million 7.4M Total Shoppers Online¹

Total Internet Users¹
2014 5.9M
+26%
2015 7.4M

$3.6B Total E-Commerce Sales¹

2014 $2.6B
+37%
2015 $3.6B

1 in 3 +20% Growth
Searches in e-commerce queries2

in Indonesia in 2015 +16% Growth

were for e-commerce2
in all other queries2

MARKETER TAKEAWAY
Be present in shoppers’ I-want-to-buy micro-moments by paying close attention
to search behavior trends and continually optimizing your search campaigns.

HOW SHOPPERS USE SEARCH

To help them make purchase decisions, shoppers turn to:3

27%

13%

6% 6%
4%

Search Social Online Research Online Research Online

Engines Networks (Retailer Site) (Brand Site) Video Sites

Shoppers
Shoppersuse
use these sources
these sources to:4to:3

58%
54%
Compare products,
prices, and features

Discover
relevant brands

22%
Look
LookFor
for Opinions/
19%
opinions
Reviews
and reviews
Check availability
and where to buy
19%
Get ideas
and inspiration

MARKETER TAKEAWAY: Investing MARKETER TAKEAWAY

in digital marketing efforts like PPC ads, YouTube campaigns,
and Google Display ads allows your brand to meet shoppers across the web as they search for
Investing in digital
goods marketing efforts like PPC ads, YouTube campaigns, and Google Display
and services. ads
allows your brand to meet shoppers across the web as they search for goods and services.

WHERE SHOPPERS SEARCH

(HINT: IT’S MOBILE)

Total E-Commerce Queries by Device2 Fastest Growing E-Commerce Categories2

MOBILE DESKTOP

Groceries 64% 36%

66% Travel 60% 40%

Mobile

34% Beauty &

Desktop Personal Care
72% 28%

Mobile Phone 71% 29%

MARKETER TAKEAWAY
Regardless of where people convert, investing in mobile keeps your brand on top of
shoppers’ minds. As consumers get more comfortable purchasing on mobile, an easy-to-use
mobile site will be key to driving conversions.

WHAT SHOPPERS SEARCH FOR

QUERY GROWTH

HIGH

Groceries

Beauty
& Personal
Care Property
Apparel Travel
Baby Vehicle

Hobbies

Electronics

Mobile
Phone

LOW HIGH

QUERY VOLUME SOURCE: Google internal data, 2015, Indonesia.

Top-Searched Brands in 20152 Brands on the Rise

(query volume growth YoY)2
1. OLX 2. Lazada 1. Tokopedia 2. Bukalapak
3. Tokopedia 3. Lazada 4. Zalora

MARKETER TAKEAWAY
When you know your competitors and their key differentiators, you can increase
brand and keyword coverage to beat the competition.

WHEN SHOPPERS ARE SEARCHING

2015 E-Commerce Queries Trends

Capture pre-Ramadhan
boost in consumer demand

Search volume consistently

increases until National Online
Shopping Day (Harbolnas)

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SOURCE: Google internal data, 2015, Indonesia.

MARKETER TAKEAWAY
Stay on top of seasonal shopping behavior by adding holiday-related keywords to
campaigns, developing seasonal YouTube content, and targeting consumers in the months
they’re shopping the most.

Sources
1 Singapore
Singpost,Post,
Statista, E-marketer
“Indonesia’s eCommerce Landscape 2014: Insights Into One of Asia Pacific’s Fastest Growing Markets,” 2014. 4 Google
3 Google Consumer Survey, 2014—2015.Google

2 Google
Googleinternal data, 2015, Indonesia. 5 Google
4 Google Consumer Survey, 2014—2015.

3 Google, Consumer Barometer

apac.thinkwithgoogle.com