Equity Analysis /
Indonesia

ID : Retail - E-commerce series: promotion

    Patricia Gabriela
    Patricia Gabriela

    Research Analyst

    CGS-CIMB
    16 April 2021
    Published by

    In this note, we discuss the promotion aspect of e-commerce. Previous topics in the series were product differentiation, sellers’ fees, and payment options. Online shoppers enjoy up to 90% discount during monthly campaigns, aside from regular promotions such as free delivery and cashback. The cost of such promotions is mostly borne by the sellers, with minimum cost incurred by e-commerce platforms which enjoy fast growing GMV.