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一份印度尼西亚的电子商务报告:外国人可以完全拥有(100%)电子商务业务!|出海印尼电商岛群第9期

2020-01-02 23:13:12

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印尼的电子商务行业为外国投资者带来了很多希望。该国拥有超过1.3亿互联网用户,并且随着该国移动互联网的可访问性不断增长,其消费市场正在迅速发展。印度尼西亚被誉为亚洲最重要的移动第一国,为零售商提供了一个独特的机会来统治其在线零售市场。

     

 

2017年,印度尼西亚一个月内在线购买商品和服务的人数达到41%,比2016年的26%增长了15%。同年,在线购物交易额达到53亿美元。

 

随着最近消费者的消费方式转向在线购买,印尼信息通信技术部预计该国的电子商务市场将在2020年增长到1300亿美元,年增长率为50%。 

 

     

电子商务领域的主要参与者

 

ShopeeLazadaBukalapakTokopedia是印度尼西亚领先的一般电子商务网站。在时尚界,BerrybenkaHijup是关键人物。

 

Berrybenka提供了10000多个本地和国际品牌,而Hijup则更多地关注伊斯兰时尚。TravelokaTiket是该国最知名的旅游创业公司。BhinnekaJakartaNotebook是该国最早,最受欢迎的电子商务平台之一。

 

热门产品和类别

 

根据一项市场调查,印度尼西亚人在线购买的最受认可的类别是服装,配饰,箱包,鞋子,个人护理用品和化妆品。就市场份额而言,时尚是领先的产品类别,占总销售额30.5亿美元,其次是玩具,爱好和DIY,产生23.6亿美元的销售额。

 

为了专注于发展该国的电子商务潜力,印度尼西亚政府最近开放了该领域的外国投资。

 

印尼电子商务领域的外国投资

 

2016年,印度尼西亚通过第44/2016号总统令,宣布对负面清单进行更改,将电子商务行业从禁止行业清单中删除。

 

更新后的清单允许该国投资协调委员会(BKPM)批准的电子商务企业和公司的100%外国所有权。但要注意的是,外国电子商务业务必须在该业务中至少投资1000亿印尼盾(合667万美元);或通过外国投资为当地工人创造至少1,000个新的就业岗位。

 

未达到667万美元门槛的投资者可以选择与当地合作伙伴合资;低于1000亿印尼盾的投资最多只能拥有49%的股份。

 

外国人可以完全拥有(100%)的电子商务业务包括:

 

  • 预订网站,以提供酒店或餐厅等服务;

 

  • 使用用户提供或制作的内容发布文章,音频和视频等内容的门户网站;和

 

  • 使卖方能够与买方见面的市场网站。

 

外国人不能完全拥有的电子商务企业,且合伙企业的最大允许限制为49%,其中包括以下内容

 

  • 公司自己制作的内容发布网站;

  • 市场网站,卖家有机会宣传他们的产品或服务。

  • 允许公司提供服务的发行服务网站。

 

面临的挑战

 

宽松的监管环境为该国的电子商务产业奠定了坚实的基础。它为预算低廉的外国公司提供了开发印尼本地市场的机会,同时还帮助国内公司获得了该行业的外国专门知识。

 

自由政府立法的出现以及印度尼西亚不断发展的数字环境为企业提供了一个独特的机会,以挖掘其不断增长的电子商务潜力。

 

但是,截至目前,该行业还不那么成熟,在线购买普及率远低于该地区其他国家。2017年,印度尼西亚的电子商务销售额占年度零售总额的百分比为3.1%,而中国为23.8%。根据一份市场报告,印尼人根本就不信任在线购物,并担心付款安全,缺乏销售支持和质量不可靠。

 

此外,自201941日起,电子商务业务将缴纳与传统业务相同的税款。围绕印度尼西亚电子商务环境的其他一些挑战包括以下方面。

 

印尼地势艰难,基础设施落后

 

印度尼西亚的地理环境是该国不断发展的电子商务行业的主要挑战。该国分布在从东到西超过5000公里的17,000个岛屿上,这使得电子零售商难以在全国范围内开展业务。此外,供应链的瓶颈,港口的长期滞留时间和过长的通关时间是该国跨境电子商务业务面临的典型问题。基础设施薄弱会增加运输成本,影响运输和交付的最终价格。

 

根据世界银行的统计,物流成本占印尼GDP25%,是东盟最高的。在越南,马来西亚和新加坡,物流成本仅占其GDP20%。

 

互联网连接速度慢

 

印度尼西亚的互联网连接速度是亚太地区最慢的国家之一。在2017年版的OoklaSpeedtest全球指数中,该国在移动速度类别中排名下降4位,至第106位,远远落后于新加坡(第4位),越南(第61位),马来西亚(第74位),柬埔寨(第78位)和菲律宾(第91)。

 

在固定宽带速度类别过,印尼排名落后于许多地区同行93如新加坡(日),越南(第56次),马来西亚(第62次)和菲律宾(91)。

 

无现金支付的采用率低

 

就像在任何其他亚洲经济体中一样,印度尼西亚人对在线支付保持警惕。大多数电子商务交易都是通过直接银行转帐或使用货到付款的方式进行的,因此限制了该国电子商务的广泛发展。此外,金融知识水平低,没有银行账户的客户数量很多。 

 

但是,支付领域的最新发展表明情况正在发生变化。替代性电子支付机制正在该国逐步站稳脚跟,诸如Go-JekT-cashDokuGrapPayVeritrans等电子钱包在消费者中越来越受欢迎。

 

Indonesia’s E-Commerce Sector – Market Potential and Challenges

Indonesia’s e-commerce industry holds a lot of promise for foreign investors. The country has more than 130 million internet users and a burgeoning consumer market riding on the growing accessibility of mobile internet in the country. Known as Asia’s foremost mobile-first nation, Indonesia offers retailers a unique opportunity to dominate its online retail market.

In 2017, the number of Indonesians buying goods and services online in a month reached 41 percent – up by 15 percent compared to 26 percent in 2016. The same year saw the value of online shopping transactions reach US$ 5.3 billion.

With the recent shift in consumers’ spending patterns towards online purchases, Indonesia’s Information and Communications Technology Ministry expects the country’s e-commerce market to grow to US$130 billion in 2020, registering an annual growth of 50 percent. 

Shopee, Lazada, Bukalapak, and Tokopedia are the leading general e-commerce websites in Indonesia. In fashion, Berrybenka and Hijup are the key players.

While Berrybenka offers more than 10000 local and international brands, Hijup focuses more on Islamic fashion. Traveloka and Tiket are the most-known travel start-ups in the country. Bhinneka and JakartaNotebook are one of the first and most popular electronic e-commerce platforms in the country.

Popular products and categories

As per one market survey, the most recognized categories purchased by Indonesians online are clothing, accessories, bags, shoes, personal care items, and cosmetics. In terms of market share, fashion is the leading product category, accounting for US$3.05 billion of the total sales, followed by toys, hobby, and DIY, which generates US$2.36 billion in sales.

To focus on the development of e-commerce potential of the country, the Indonesian government recently opened up the sector for foreign investment.

Foreign investment in Indonesia’s e-commerce sector

In 2016, through the Presidential Decree No. 44/2016, Indonesia announced changes to its Negative List by removing e-commerce industry from the list of prohibited sectors.

The updated list permits 100 percent foreign ownership of e-commerce businesses and companies approved by the country’s Investment Coordinating Board (BKPM). The caveat, however, is that the foreign e-commerce business must invest at least 100 billion IDR (US$6.67 million) in the business; or, create at least a 1,000 new employment positions for local workers through the foreign investment.

Investors that do not meet the threshold of US$6.67 million can opt for a joint venture with a local partner; investment below the IDR 100 billion level is limited to a maximum 49 percent stake.

E-commerce businesses that can be fully (100 percent) owned by foreigners include the following:

  • Reservation websites for services such as      hotel or restaurants;

  • Web portals that publish contents such as      articles, audios, and videos using the content provided or made by the      users; and

  • Marketplace websites that enable the      sellers to meet the buyers.

E-commerce businesses that cannot be fully owned by foreigners, and have a maximum permissible limit of 49 percent partnership include the following

  • Content publishing websites made by the      company itself;

  • Marketplace websites with opportunities      for the sellers to advertise their products or services.

  • Distribution services websites that allow      the company to deliver services.

Challenges

The ease in regulatory environment sets out a strong foundation for e-commerce industry in the country. It gives foreign companies with the low budget a chance to explore Indonesia’s local market and simultaneously helps domestic companies get access to foreign know-how in the sector.

The presence of liberal government legislation along with Indonesia’s evolving digital landscape offers businesses a unique opportunity to tap its growing e-commerce potential.

As of now, however, the industry is still not as mature, and online purchase penetration is much lower than that of other countries in the region. In 2017, Indonesia’s e-commerce sales as a percentage of total annual retail sales amounted to 3.1 percent, compared to 23.8 percent in China. According to one market report, Indonesians simply don’t trust online shopping yet and worry about payment safety, lack of sales support and unreliable quality.

Further, with effect from April 1, 2019, e-commerce businesses will be subject to the same taxes as are applicable for conventional businesses. Some of the other challenges surrounding Indonesia’s e-commerce landscape include the following.

Indonesia’s tough geography and poor infrastructure

Indonesia’s geography is a key challenge to the country’s growing e-commerce industry. The country is spread over 17,000 islands that span over 5000 kilometers from east to west, making it difficult for e-retailers to operate across the country. Adding to this, the bottlenecks in the supply chain, long dwelling times in ports and lengthy clearances are the typical problems faced by cross-border e-commerce businesses in the country. The poor infrastructure increases the cost of transportation, affecting the final price of shipping and delivery of goods.

According to the World Bank, logistical costs account for up to 25 percent of Indonesia’s GDP, which is the highest in ASEAN. In Vietnam, Malaysia, and Singapore, logistical costs are only up to 20 percent of their GDP.

Slow internet connection

Indonesia has one of the slowest internet connection speed in the Asia Pacific region. In the 2017 edition of Ookla’s Speedtest Global Index, the country dropped four positions to 106th in the mobile speed category, falling much behind Singapore (4th), Vietnam (61st), Malaysia (74th), Cambodia (78th), and the Philippines (91st).

In the fixed broadband speed category too, Indonesia ranks 93rd behind many of its regional peers such as Singapore (1st), Vietnam (56th), Malaysia (62nd), and the Philippines (91st).

Low adoption of cashless payment

Much like in any other Asian economy, Indonesians are wary of online payments. Most e-commerce transactions are made through either direct bank transfer or using cash-on-delivery, thus limiting the expanse of e-commerce in the country. Furthermore, there is low financial literacy and a high number of unbanked customers. 

Recent developments in the payment space, however, suggest that things are changing for the better. Alternative electronic payment mechanisms are slowly gaining a foothold in the country and e-wallets such as Go-Jek, T-cash, Doku, GrapPay, and Veritrans are gaining popularity among consumers.


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