Javanese Still Dominates Indonesian E-commerce Penetration

E-commerce penetration in Indonesia is still concentrated on Java Island. This is reflected in the results of research by the *Katadata Insight Center* (KIC), titled "Indonesia e-commerce Mapping 2018," which recorded that 75.77% of e-commerce buyers come from Java. The second largest consumer base comes from Sumatra with a share of 13.51%, followed by Sulawesi at 3.99% in third place.

Based on consumer age, approximately 87.83% of digital shoppers in Indonesia are millennials, aged between 20 and 37 years old. Meanwhile, based on gender, men dominate online shopping in Indonesia, with 52.97% of consumers being male, and the remainder female. Regarding devices used, 92.72% of consumers access e-commerce using smartphones, with the remainder using personal computers.

The 9.9 Super Shopping Day event, according to KIC research, was used as a momentum by 59.38% of e-commerce sellers to increase sales. From the buyer's perspective, free shipping promotions and discounts were the main reasons for consumers to shop during this event, held on September 9, 2018.

Survey results from the Katadata Insight Center [click here](http://bit.ly/KICecommerce)