As the e-commerce industry grow, we often see a lot of e-commerce companies trying to bring the e-commerce behavior to a new audience in the country. An emerging country like Indonesia, with all its growing economy and immature internet population is often seen as a target to market conversion.

We’ve seen the signs where big e-commerce players in the country pouring their best efforts to “educate” the market about the benefit of e-commerce, to browse for products, how to pay for stuff online, etc. Millions and millions of dollars are thrown via TV commercials, live TV shows, offline campaigns, etc. again to “educate” the market for the past 3 years but the results are yet to be seen.

Continue reading Why Educating the Market Might No Longer Be Relevant