인도네시아 전자상거래 시장 진출사례 및 장애요인에 관한 연구

Indonesia has the highest economic gr owth rate in ASEAN countries as a po pulation large country of 250 million pe ople and has emerged as a promising export market to exchange China and Vietnam. In particular, the e-commerce market is expected to grow greatly, due to middle class growth, Internet (includ ing SNS) users, mobile broadband ser vice access expansion, high young po pulation. Indonesia has been recogniz ed as a difficult market for third-country companies due to various types of non -tariff barriers, but the e-commerce ma rket, which is loosely regulated, is exp ected to become an important platform for Korean exporters to expand into the Indonesian market. In this context, this study derived implic ations through case studies of Korean enterprises entering the e-commerce m arket in Indonesia, and focused on a matter of logistics and payment which are obstacles to expanding into the online market. This study provided meaningful results by analyzing the data obtained through participation in seminars, direct visits to trade support organizations su ch as KOTRA, and online shopping mall operators. In order to solve problems such as slow delivery times and high logistics costs, the Korean government needs to establish a joint logistics distri bution center or establish a partnership with a leading local logistics delivery co mpany. And, to allow consumers to con veniently and securely payment service for their online purchases, the firms mu st have a real-time payment system in online shopping mall, such as virtual ac counts and KlikPay, in addition to partn ership with ATM operators and large ret ailers with convenience stores.