What are Indonesia's e-commerce sales figures?

In Nielsen's report titled *Indonesia Ocean of Opportunities*, Indonesia's e-commerce sales in 2015 reached US$1.68 billion. This figure represents only 1.2 percent of total domestic retail sales of US$145.83 billion. Compared to e-commerce sales in other Southeast Asian countries, Indonesia's was the largest.

With a population of 258 million and only 50 million internet users, as well as low internet penetration in 2015, significant opportunities for growth in digital transactions existed in Indonesia. The growth of the middle class and Generation Z (Gen Z), who are digital natives, can support the increase in e-commerce transactions in the country.

The value of e-commerce transactions in six ASEAN countries (Indonesia, Vietnam, the Philippines, Thailand, Malaysia, and Singapore) in 2015 reached only US$5.5 billion and is projected to grow to US$87.8 billion. By 2025, digital commerce transactions are expected to reach US$46 billion in Indonesia, and US$5 billion each in other ASEAN countries.