My Story on Lazada and E-Commerce in Indonesia

2014 11 23 indoecomm

My newest story focuses on a rapidly expanding startup, Lazada Indonsesia, that’s aiming to be the country’s Amazon.com. The piece also looks at the promise of e-commerce in the populous country.

It begins:

JAKARTA—Executives at Lazada Indonesia, a fast-growing e-commerce startup aiming to be the Amazon.com of Southeast Asia, faced a couple of unexpected challenges when they opened a cavernous new warehouse outside Jakarta last year.

The executives, who hail from Europe, were forced to build a special, refrigerated room after realizing that some perfumes they stocked were evaporating in Indonesia’s tropical heat.

Then there was something even more surprising: Staffers were forced to hold a special ceremony to rid the warehouse of what the staff feared was a ghostly presence lurking in the facility.

Challenges are par for the course at Lazada Indonesia, founded in Jakarta in 2012 and partly funded by Rocket Internet AG , a Berlin-based tech incubator that went public last month. Indonesia’s e-commerce market is still small, and Lazada had to build a lot of what it needed from scratch. But the company is plowing ahead so it can get a head start in the country over international giants like Amazon.com Inc., Alibaba Group Holding Ltd. and eBay Inc.

Meanwhile, I wrote an accompanying post for our Digits blog about some of the local competitors Lazada is battling in Indonesia:

E-commerce startup Lazada is moving quickly in its quest to become Southeast Asia’s Amazon.com.

But as the company expands its operations in populous Indonesia — which analysts say is on track to be the region’s most lucrative market — it’s battling not just big multinational players like the Seattle-based behemoth. It’s also competing with some popular homegrown sites, too.

Lazada Indonesia, a business-to-consumer site founded in 2012 that offers everything from Xiaomi smartphones to bedding and badminton rackets, sees more visitors than the likes of Amazon, Alibaba and eBay in Indonesia, according to data from research firm SimilarWeb.

But several local shopping sites, little known outside Indonesia, are also hugely popular in the country of more than 240 million people.

At the top of this post: An image I snapped inside Lazada’s warehouse outside Jakarta.

Published by Newley

Hi. I'm Newley Purnell. I cover technology and business for The Wall Street Journal. I use this site to share my stories and often blog about the books I'm reading, tech trends, sports, travel, and our dog Ginger. For updates, get my weekly email newsletter.

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