Today is the golden moment for e-commerce industry to expand penetration and gain sales advantages. However, the industry also faced with the changing competitive landscape.

The new growing categories emerged as the pandemic triggered massive demand on healthcare and groceries products. This challenging situation also has increased customer penetration not only skewed to the millennial and Z Generations but also expanding to older generations and geographic service areas.

Unicorns that previously didn’t seriously focus on the emerging categories, today they are trying to catch up and racing with a hundred startups focusing in groceries.

Key challenges faced by major e-commerce players are in the delivery costs and delivery time as Indonesia fast geographic coverage and logistics infrastructures remain big challenges. Fast availability of logistic partners across the archipelago would be a distinctive advantage for the player.

Mapping service areas where consumers are agglomerated and setup logistics partners in those identified areas would be critical for companies to win the competition.