Eli Schwartz

Many might be surprised to learn that Indonesia is world’s fourth most populous country in the world. However, this won’t be your only surprise. Indonesia is one of the few places in the world where companies like Path and Blackberry still have a significant customer base. Despite the potential of this market as the result of its large population, Indonesia is a very challenging country for Western companies to enter. Indonesia scores very high on many corruption indexes and brands like Netflix and Uber have found themselves on the wrong side of the law for perplexing reasons. Indonesia is also quite poor with a GDP per capita of only about $3,500. Despite these negatives, Indonesia is considered by many to be the next decades “China.” The infrastructure and corruption problems have been greatly improved over the last few years.

  • Population size: 255 million
  • Internet penetration 30%
  • Most popular search engines Google
  • Currency: IDR
  • Language: Bahasa Indonesian
  • Time zones GMT +7, +8
  • Major cities: Jakarta, Surabaya
  • Most popular Internet TLD .ID, .CO.ID

 

What you need to know to run successful campaigns: Indonesia is a place that lives in dichotomies. While there are millions of people living below the poverty line, there is a huge class of educated, high income earning people. These folks will understand English, but you need to first appeal to them in the local language. This requires building out landing pages and optimizing for Bahasa, but you might not need to go the extra step of localizing your products too. As a developing country, Indonesia is also a strong mobile first economy, so be certain that you are optimized for the mobile web.