Lazada has emerged as the dominant player in the Indonesian e-commerce market in 2015 according to a survey by PT. Nusaresearch. Lazada scored highest on the Popular Brand Index (PBI), with a score of 37.4, far ahead of the second place Tokopedia at 18.3. Lazada also led in measures of brand awareness, expansiveness, last site visited, and future intention to visit. However, 50% of respondents expressed a willingness to switch to another e-commerce site, indicating the potential for competition to make gains. While Lazada is clearly dominant now, the dynamic Indonesian e-commerce market remains fluid.

1. Marketplace Site Begin To Dominate
E-Commerce Market
in Indonesia 2015
Popular Brand Index
Date: September 2015

2. 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. 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. 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 and
represent identity of a company is the Brand. Brand or trademark is
a name or symbol that is associated with product/service and cause
psychological meaning/association. In addition, the brand also as
promotional tools, so that product with certain brand would likely
gain popularityor awareness in the community level that will affect
consumer behaviour.
To determine organization performance we could see from
development of the brand. W&S study based on development of
PBI (Popular Brand Index) concept which included community top
pf mind brand, expansive or spread of the brand, total purchase or
last used of the brand, and consumer intention to purchase brand.

5. 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 panel
population W&S Group Indonesia.
Lazada is an E-Commerce site
popular 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 5
in E-commerce category

6. 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. 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 mind
spontaneously when speaking in the context of e-commerce are Lazada(48.3%) followed by the Tokopedia (15.8%) and
OLX (8.2%). According to the result, we come to a conclusion that Lazada is the most well-known website since half of
the respondents answered Lazada as an e-commerce website firstly come to their mind.
43.8
15.8
8.2
5.0 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 : 685
Base : %

8. 8
A. Detail findings
2.2. Brand Awareness
Comparing between aided and unaided we could see significant differences. Lazada lead as the top for unaided
awareness, while Zalora gained top possition for aided awareness. The differences may be caused by the lack of
branding 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 : 685
Base : %
77.7
46.3
35.6 33.6
21.5 21.9 21.5
10.8 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
79.3
73.9 73.7
64.8 62.9
59.4
33.3
7.3
23.8
Lazada Tokopedia OLX Bukalapak Zalora Elevenia Blibli Rakuten Qoo10 FJB Kaskus
Unaided Aided Total Awareness

9. 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. 10
A. Detail findings
3. Expansive
Expansive is the spread of sites that can be
seen anywhere. In this study Lazada took 1st place
(41.8%) and Tokopedia and OLX respectively took
2nd (18.8%) and 3rd place (8.3%). In other words,
Lazada, Tokopedia, and OLX have a lot of advertising
on TV, billboard, internet, etc. But once again, Lazada
is 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. 11
A. Detail findings
4. Last Accessed
Last used is measured by the level of the
respondents percentage who visited the e-commerce
sites in the last 3 months.
Lazada succeeded to take the 1st place as the
most 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. 12
A. Detail findings
5. Future Intention
Future Intention measured by the percentage of
respondents to the e-commerce sites which will be
visited in the future.
As can be seen, Lazada still at the 1st place by
28.9% gain.
Two marketplace websites, Tokopedia and
Bukalapak respectively gain 2nd and 3rd place as the
websites potentially visit in the future.
Berrybenka (1.2%) succeed to replace Kaskus at
10th place as the e-commerce site potentially visit in
the 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. 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. 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 switch
to another e-commerce and 49.2% will keep visiting their last-visited e-
commerce. This condition should be a major concern for those who runs
e-commerce business. The strategic or innovation should be taken
promptly 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 which
gain 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. 15
B. Respondent profile
Respondent
Demography

16. 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

17. 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 segmentations
across 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) of
this survey can be publicly used, but must be cited and sourced from PT. Nusaresearch Company (also include its website address
http://nusaresearch.com).