Marketplace Site Begin To Dominate

E-Commerce Market

in Indonesia 2015

Popular Brand Index

Date: September 2015

Research Design

2

Research Method Online research – Nusaresearch Omnibus (Popular Brand Index)

Data Collecting Period August 2015

Research Area Indonesia

Respondent’s Criteria Male & Female, 17 years or above, have visited e-commerce sites in the last 3 months

Sample Size 685 sampels

Question Number 5 screening questions and 9 main question

3

A. Detail findings

1. Popular Brand Index

2. Brand awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

4

A. Detail findings

1.1. Popular Brand Index Concept

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛

Additional Information:

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Scope and spread of brand.

• Last Used = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

One of the most important Assets of the company andrepresent identity of a company is the Brand. Brand or trademark isa name or symbol that is associated with product/service and causepsychological meaning/association. In addition, the brand also aspromotional tools, so that product with certain brand would likelygain popularityor awareness in the community level that will affectconsumer behaviour.

To determine organization performance we could see fromdevelopment of the brand. W&S study based on development ofPBI (Popular Brand Index) concept which included community toppf mind brand, expansive or spread of the brand, total purchase orlast used of the brand, and consumer intention to purchase brand.

5

A. Detail findings

1.2. Popular Brand Index Results (PBI)PBI is obtained by the internet sampling (Online Panel) and with sample of 685 respondents in the W&S database

Indonesia (Nusaresearch). The results obtained for E-Commerce Category with PBI concept is as follows:

Incidence Rate E-Commerce (visited to e-commerce websites in the last three months) is 57.1% from panelpopulation W&S Group Indonesia.

Lazada is an E-Commerce sitepopular in Indonesia with a score of 37.4, followed by Tokopedia at the second place gained a score of18.3

Rank of popular

E-Commerce PBI IR

1 Lazada 37.4

57.1%

2 Tokopedia 18.3

3 OLX 7.8

4 Bukalapak 7.4

5 Zalora 5.9

6 Elevenia 5.4

7 Blibli 3.9

8 Rakuten 2.5

9 Qoo10 1.7

10 FJB Kaskus 1.2

11 Groupon Disdus 0.6

12 Berrybenka 0.5

13 Bhinneka 0.5

14 Matahari Mall 0.5

15 PinkEmma 0.3

In the middle of 2015, Tokopedia(2nd place) and Bukalapak (4th

place) are marketplace websites that could reached the top 5in E-commerce category

6

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

7

A. Detail findings

2.1. Brand Awareness – Top Of Mind

To see the power of e-commerce sites can be measured by the level of knowledge of respondents to the

site. From the results of the Top of Mind (TOM) or sites that remembered the first time and that brand comes to mindspontaneously when speaking in the context of e-commerce are Lazada(48.3%) followed by the Tokopedia (15.8%) andOLX (8.2%). According to the result, we come to a conclusion that Lazada is the most well-known website since half ofthe respondents answered Lazada as an e-commerce website firstly come to their mind.

43.8

15.8

8.25.0 4.1 5.1

3.1 2.6 2.0 1.3

Lazada Tokopedia OLX Bukalapak Zalora Elevenia Blibli Rakuten Qoo10 FJB Kaskus

n Sample : 685Base : %

8

A. Detail findings

2.2. Brand Awareness

Comparing between aided and unaided we could see significant differences. Lazada lead as the top for unaidedawareness, while Zalora gained top possition for aided awareness. The differences may be caused by the lack ofbranding promotion so that consumer can not readily remember the website. As we compare Tokopedia and Bukalapak(marketplace website), Bukalapak’s unaided awareness is slightly different with Tokopedia, (12.7%) differences.

n Sample : 685Base : %

77.7

46.335.6 33.6

21.5 21.9 21.510.8 7.2 5.1

16.5

33.0

38.2 40.1

43.4 41.0 38.0

22.5

0.1

18.7

94.2

79.373.9 73.7

64.8 62.959.4

33.3

7.3

23.8

Lazada Tokopedia OLX Bukalapak Zalora Elevenia Blibli Rakuten Qoo10 FJB Kaskus

Unaided Aided Total Awareness

9

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

10

A. Detail findings

3. Expansive

Expansive is the spread of sites that can beseen anywhere. In this study Lazada took 1st place(41.8%) and Tokopedia and OLX respectively took2nd (18.8%) and 3rd place (8.3%). In other words,Lazada, Tokopedia, and OLX have a lot of advertisingon TV, billboard, internet, etc. But once again, Lazadais better than the others in this aspect.

n Sample : 685

41.8%

0.7%

18.8%

0.9%

8.3%

1.5%

7.2%

3.6%

5.8%

5.4%

11

A. Detail findings

4. Last Accessed

Last used is measured by the level of therespondents percentage who visited the e-commercesites in the last 3 months.

Lazada succeeded to take the 1st place as themost visited e-commerce in the last 3 months(34.6%). Followed by Tokopedia at the 2nd place(20.3%)

n Sample : 685

34.6%

1.6%

20.3%

1.9%

8.8%

2.6%

8.2%

3.1%

6.3%

5.5%

12

A. Detail findings

5. Future Intention

Future Intention measured by the percentage ofrespondents to the e-commerce sites which will bevisited in the future.

As can be seen, Lazada still at the 1st place by28.9% gain.

Two marketplace websites, Tokopedia andBukalapak respectively gain 2nd and 3rd place as thewebsites potentially visit in the future.

Berrybenka (1.2%) succeed to replace Kaskus at10th place as the e-commerce site potentially visit inthe future

n Sample : 685

28.9%

1.2%

18.8%

1.9%

9.8%

2.9%

7.9%

5.7%

5.8%

5.8%

13

A. Detail findings

1. Popular Brand Index

2. Brand Awareness

3. Expansive

4. Market Share

5. Future Intention

6. Switching

7. General Information

14

-9.3%

-0.9%

-4.9%

3.2%

3.2%

0.6%

6.7%

0.3%

0.0%

-0.6%

-0.6%

1.5%

0.6%

0.3%

0.0%

Groupon Disdus

Lazada

Tokopedia

OLX

Bukalapak

Zalora

Elevenia

Blibli

Rakuten

Qoo10

FJB Kaskus

Berrybenka

Bhinneka

Matahari Mall

PinkEmma

A. Detail findings

6. Switching Switch In & Switch Out

The result suggests 50.2% of 685 samples have intention to switchto another e-commerce and 49.2% will keep visiting their last-visited e-commerce. This condition should be a major concern for those who runse-commerce business. The strategic or innovation should be takenpromptly to face intense competition in this industry.

From the graphic shows that Blibli has the biggest visitor increase(6.7%), while at the second place taken by Bukalapak & Zalora whichgain exactly the same score of 3.2%.

n Sample : 685

49.8%50.2%

Loyal

Switch

n Sample : 344*Relative to respondents who have intention to switch

15

B. Respondent profile

Respondent Demography

16

B. Respondent profile

Monthly Household Income

49.3% 50.7%

Age

n Sample : 685

Gender

56

185

178

266 Under 20 years old

20 - 24 years old

25 - 29 years old

30 years old and over

3.5%

2.0%

2.5%

11.8%

17.7%

10.1%

15.5%

10.4%

12.1%

9.9%

4.5%

Over IDR 40,000,000

IDR 30,000,001 - IDR 40,000,000

IDR 20,000,001 - IDR 30,000,000

IDR 11,000,001 - IDR 20,000,000

IDR 8,500,001 - IDR 11,000,000

IDR 6,500,001 - IDR 8,500,000

IDR 4,500,001 - IDR 6,500,000

IDR 3,500,001 - IDR 4,500,000

IDR 2,500,001 - IDR 3,500,000

IDR 1,500,001 - IDR 2,500,000

Less than IDR 1,500,000

PT. Nusaresearch is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’.Online research is conducted based on Nusaresearch – our actively managed over 100,000 members panel with various segmentationsacross Indonesia.

FOR FURTHER INQUIRIES, PLEASE CONTACT:

PT. Nusaresearch» Address: 21H Grand Slipi Tower, Jl. S. Parman Kav. 22-24, Slipi, Jakarta Barat, Indonesia 11480» Office phone: (+6221) 29 022 227 Fax: (+ 6221) 29 022 365» Email: info@nusaresearch.com » Website: http://nusaresearch.com/

The copyright of this report belongs to PT. Nusaresearch Company. The results (analyzing, wording, data, tables and graphs) ofthis survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website addresshttp://nusaresearch.com).