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Indonesia digital landscape groupon indonesia

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Presentation by Indrasto Budisantoso, CEO Groupon Indonesia About Startup Ecommerce in Indonesia

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Page 1: Indonesia digital landscape   groupon indonesia
Page 2: Indonesia digital landscape   groupon indonesia

Agenda  

Indonesia  –  the  country  

The  digital  space  

Challenges  faced  

Top  8ps  to  win  

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Worried?  

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Not  me  :)  

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Remember  1998?    

2014?  

2001?     2009?  

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2nd  fastest  growth  

Source:  McKinsey,  The  Economist  

Most  stable,    with  lowest  standard  devia8on  

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Young…  produc8ve…  

Bonus  demography  this  decade  Source:  Indonesia  Economic  Master  Plan  (MP3EI)  

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Growing  middle-­‐affluent  popula8on  

Source:  BCG  

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Indonesia  digital  space…  

…possibly  the  most  aVrac8ve  in  the  world  

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3rd  largest  …possibly  the  most  aVrac8ve  in  the  world  (2)   2nd  fastest  

2nd  lowest  

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Could  this  be  the  next  big  thing?  

“…e-­‐commerce  in  Indonesia  is  very  much  like  the  early  days  of  the  e-­‐commerce  boom  in  the  US  –  customers  are  not  sure  that  they  trust  online  payments,  the  logis8cs  infrastructure  is  not  yet  built  …  

But  in  other  ways,  it  is  more  like  the  early  days  of  the  e-­‐commerce  boom  in  China  –    a  lively  entrepreneurial  base  of  sellers  is  clamouring  to  get  online,  users  are  placing  great  emphasis  on  social  recommenda8ons,  and  innova8ve  payment  systems  are  emerging  ….        

Over  the  next  few  years,  Indonesia  is  likely  to  create  its  own  unique  hybrid  version...”    Redwing  Asia  

 

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Fragmented  

Nobody  could  claim  as  winner…  

…  (Not  that  they  haven’t  tried)  

…  yet  …  

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UNIQUE  

1.  Close  social  knit  2.  Young  user  base  3.  Mobile  first  4.  Agile  –  entrepreneurial  5.  Strong  cultural  heritage  

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Close  social  knit…  ChaVy…  TwiVy…  

Jakarta  is  the  TwiVer  capital  of  the  world  

Jakarta  is  #2  FB  city,  Indonesia  is  #4  FB  country  

Indonesia  has  the  highest  Path  users  in  the  world  

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Young  user  base  

~60%  internet    users  between  12-­‐34  yrs  old  

Source:  APJII  

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Mobile  first  country  

Already  more  SIM  cards  than  human  popula8on  

Only  40%  adults  have  bank  account…  …yet  85%  have  mobile  phones  

Mobile  browsing  intensity  is  highest  in  the  world  (661  pages  per  mth/person  –  >double  than  US/UK/China)  

Source:  DeloiVe,  Opera  2nd  largest  mobile  ad  impression  aker  US  

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Agile  –  entrepreneurial    

40mn+  SMEs    

Employing  90%+  workforce  

Pervasive  tradi8onal  businesses  

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Strong  cultural  heritage  

Par8cular  need  

Par8cular  ac8on  trigger  

Par8cular  price  point  

Par8cular  taste  

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Indonesia  digital  space  

has  its  specific  challenges  

1.  (Lack  of)  trust  

2.  (Lack  of)  seamless  payment  

“Less  than  10%  of  Indonesia  internet  users  have  done  online  transac8on”  *  

*  eMarketer  

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Trust  

Source:  APJII  

>50%  reason  for  not  buying  because  fear  of  fraud/  can’t  trust  seen  item  

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Payment  

20%      Banking  penetra8on  4.5%    Credit  card  penetra8on  

No  seamless  way  to  do  online  transac8on  for  majority  of  customers  

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Top  8ps  for  successful  digital  integra8on    

Truly  understand  the  market  -­‐  Use  local  wisdom  

-­‐  What  they  need?  

-­‐  What  trigger  the  ac8on?  

-­‐  What  would  make  it  viral?  

“Remember  that  while  we  are  talking  about  digital  world,  real  people  will  always  come  back  to  real  world”  

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