Consumer Electronics and Appliances Market in Indonesia 2016-2020

  • Published: Jun 2016
  • Pages: 73
  • SKU: IRTNTR9616

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This market research report presents a detailed segmentation of the consumer electronics and appliances market in Indonesia by product (consumer electronics and consumer appliances) and by distribution channel (electronic and specialty retailers, hypermarkets, online, and other retail channels). The leading vendors in this market are ACE Hardware, Erajaya, Electronic City Indonesia, Hypermart, and Trikomsel Oke.

Overview of the consumer electronics and appliances market in Indonesia

Market research analysts at Technavio predict the consumer electronics and appliances market in Indonesia to grow at a CAGR of more than 10% by 2020. One of the driving forces behind the positive growth of this market is the entry of global retailers into the Indonesian electronics market. Factors such as high consumer confidence, an expanding middle-class population, and rising personal income have attracted numerous foreign vendors to enter this market in Indonesia. Investors can reach new regions which do not have modern outlets and shopping malls, but where demand is growing quickly. Major online retailers are also entering the market to reinforce their global presence. For instance, Alibaba entered the burgeoning Indonesian market through Aliexpress.

At present, vendors have started focusing more on unique promotional and marketing strategies, which attract more consumers. This trend is expected to aid the prospects for market growth in Indonesia. Promotional offers and schemes offered in supermarkets and shopping malls often lead to an impulse purchase. Events like fashion shows, beauty workshops, travel fairs, and music performances, are commonly held in shopping malls to entice visitors and encourage customers to stay longer. This, in turn, will lead to an increase in the number of shopping malls and department store outlets across the country,for consumer electronics in Indonesia.

Product segmentation and analysis of the consumer electronics and appliances market in Indonesia

  • Consumer electronics
  • Consumer appliances

According to this market study report, the consumer electronics segment accounted for the largest market share in Indonesia, accounting for approximately 84% of the total revenues during 2015. The recent decline in the sale of older technologies like fixed lens cameras, feature phones, e-readers, portable media players, and analog TVs has alleviated the development of newer technologies like smartphones, digital TVs, compact system cameras, and tablets.

Segmentation by distribution channel and analysis of the consumer electronics and appliances market in Indonesia

  • Electronic and specialty retailers
  • Hypermarkets
  • Online

According to this market analysis, the electronics and specialty retailers (EASR) segment dominated the Indonesia home appliance market by accounting for a market share of around 65%  during 2015. The landscape of traditional EASR has been dominated by independent and small retailers but with the advent of new chained EASRs, this market segment will have a positive outlook until the end of 2020. One of the major factors for the growth of this segment is the wide variation and availability of products. For instance, some of the EASRs provide the option for credit card payment or installment purchases via credit cards or by agreements with third-party financing companies.

Competitive landscape and key vendors

The consumer electronics and appliances market in Indonesia is extremely competitive due to the presence of both international and local players operating across the country. As a result, the vendors are under constant pressure to bring in innovations across the country. The competition is expected to intensify during the forecast period due to factors such as affordability, M&A, the rise in urbanization and numerous new vendors, and an increase in the demand for the Internet.

Key vendors in the market are -

  • ACE Hardware
  • Erajaya
  • Electronic City Indonesia
  • Hypermart
  • Trikomsel Oke

The other prominent vendors in this market include Alfamart, AliExpress (Alibaba), eBay, Lazada, Best Denki, PT. Electronic Solution Indonesia, PT AGIS Tbk, and Gunung Sari Intan.

Key questions answered in the report include

  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the consumer electronics and appliances market in Indonesia?
  • What are the key market trends impacting the growth of the consumer electronics and appliances market in Indonesia?
  • What are the challenges to market growth?
  • Who are the key vendors in the consumer electronics and appliances market in Indonesia?
  • What are the market opportunities and threats faced by the vendors in the consumer electronics and appliances market in Indonesia?
  • Trending factors influencing the market shares of Indonesia.
  • What are the key outcomes of the five forces analysis of the consumer electronics and appliances market in Indonesia?

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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Indonesia profile

  • Economic indicators
  • Inflation
  • Ease of doing business in Indonesia
  • GPD of Southeast Asian countries
  • Comparison of Indonesia with other Asian countries

PART 06: Market entry strategies

  • Market entry strategy for retailers in Indonesia

PART 07: Market landscape

  • Market overview
  • Market size and forecast (by revenue)
  • Market size and forecast (by volume)
  • Electrical appliances and housewares: Market demand growth (% change)

PART 08: Market segmentation by product

  • Market overview

PART 09: Distribution channel

  • Distribution channel by store format sales

PART 10: Key cities

  • Emerging cities
  • Consumer Price Index (CPI) of top 10 largest cities in Indonesia

PART 11: Market drivers

  • Shift toward discretionary spending
  • Rising urbanization and growing middle-class population
  • Entry of global retailers into Indonesian market
  • Retail expansion across cities
  • Value added services being offered

PART 12: Impact of drivers

PART 13: Market challenges

  • Inequality of wealth
  • Trade risks
  • Government regulations

PART 14: Impact of drivers and challenges

PART 15: Market trends

  • Growing focus on promotional and marketing strategies
  • Changing retail format
  • Online format and omni retail channel gaining prominence
  • Growing importance of energy-saving appliances
  • Technological advances

PART 16: Vendor landscape

  • Competitive scenario
  • Key players in consumer electronics and appliances market in Indonesia
  • Competitive assessment of top vendors in the market
  • Top-vendor offerings
  • Other prominent vendors

PART 17: Key vendor analysis

  • ACE Hardware
  • Electronic City Indonesia
  • Erajaya (Erajaya Swasembada Tbk PT)
  • Matahari Putra Prima (Hypermart)
  • Trikomsel Oke

PART 18: Appendix

  • List of abbreviations

PART 19: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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