4 Things You Need to Know About E-Commerce in Indonesia for 2016


With a population total around 260 million individuals (estimated population data for 2016), Indonesia is the most-promising and exciting in ASEAN eCommerce market. Affordable mobile internet, cheap smartphones and increased spending in the middle class are driving the development of the eCommerce sector. However, consumers have yet to establish trust in online payment and businesses are also facing challenges associated with emerging markets. Here’s the key for e-Commerce in Indonesia 2016 :

ONE: Economic overview and growth of eCommerce

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Indonesia’s GDP is forecasted to grow at an average of 5.8% over 2013 – 2016. Its market is largely represented by small and medium businesses (SMBs) representing 99% of all companies in Indonesia. Online spending is predicted to increase by 40% in 2014 and 53% in 2015. While developed markets like the US see online sales around 5% of total retail revenue, Indonesia sees just 0.6% of the estimated USD 411.29 billion total retail spend for 2014, illustrating its growth potential.

TWO: Indonesian Consumer Behavior in online shopping

According to CSLA in 2015, 30% of online shoppers spent an average of Rp 273.000 – Rp 650.000, who is the most popular products are fashion 51%, gadget 16% and beauty care 7%. Understanding local customers is the key to success as a localized strategy increases approachability and trust.

THREE: The Emerging Growth of Digital, Social, and Mobile Media

Digital connectivity in Indonesia has leapt over the past few years, with much of this growth attributable to more widespread access to internet-enabled mobile devices. With over 80 million internet users, Indonesia is seeing rapid digitization. It is the fastest growing ecommerce market in the world. There are 300 million mobile subscribers in the country, where 90 per cent mobile users access internet via mobile. The average Indonesian spends nine hours daily on electronic media. Interestingly, while emails are not popular, the market sees very heavy use of social media messaging platforms such as whatsapp and Line.


FOUR: 7 key points of Indonesia’s much-awaited e-commerce roadmap

However, the government has fallen behind in term of regulations. Darmin Nasution, the Coordinating Minister for Economic Affairs in Indonesia, revealed the seven key points of its much-awaited e-commerce roadmap for the country.

The 7 key points are:

  1. Logistics services : The government will develop logistics facilities for e-commerce businesses, in an attempt to increase speed and to cut down costs.
  2. Financing for startups: The government will set up a General Service Agency to assist it in the allocation of grants and funds for local startups. It will also optimise the role of financial institutions in funding of startups and will regulate crowdfunding.
  3. Consumer protection: A stronger consumer protection regulation will be introduced and business licensing process will be simplified.
  4. Communication infrastructure: The government will continuously improve the nation’s communication infrastructure to reach out to the untapped markets.
  5. Tax in e-commerce businesses: It also proposes a tax holiday for tech startups.
  6. The education and human resource sector: The government will also educate professionals to prepare them to work in the e-commerce industry, although there is no clear mention of the channel through which it will be done.
  7. Cyber security: The government will also strengthen surveillance and educate societies about the importance of cyber security, especially during transactions.

We hope the regulation honestly aimed to boost the growth of local e-commerce players and prevent foreign players from taking advantage also creating a more conducive climate for the e-commerce industry.

written by : Ignatius Dwi Indra

The Real Reasons, Why People Aren’t Buying From Your Online Store

ipad-tablet-technology-touch-largeYou’ve built your new online business, but the customer haven’t come. You may feel like you’ve got the products, added a lot of fancy look pictures and good descriptions, already spending ads marketing for your product. But still not selling as much as you thought?

Let’s go through step by step some of the reasons why people don’t buy from your online store

  • Your customers don’t trust you

If you want to convince people to buy your product, they need to trust you, your store, your products. Your customers need to know that you’re going to deliver the value that you promise. Some of hints that you better not present at your online shopping.

No product review, Industry experts are convinced that customer reviews and ratings can help you sell more products. Encourage people to leave one right after purchasing. Send them an email. You can even offer them a reward such as a small discount on their next purchase to encourage more people to leave reviews.

Get more testimonials from past customers. Then, display them on your homepage, product page or even make an entire page dedicated to this topic.

Hidden contact information on your website, That includes your company name and a physical address. Customers who can see that a business has an address and real telephone number are much more likely to feel secure enough to make a purchase.

  • Concerns about payment security

Your customers are entrusting you with their sensitive information, so you need to take all the necessary steps to ensure it will be kept safe. To do this, you can Include a visible ‘safety logo’ on your website.

You should also buy a SSL certificate and incorporate secure browsing.

Last but not least, be sure to list the payment methods that you support – PayPal, Visa, MasterCard, etc.

  • Lack of delivery options 

Its importance of providing choice for consumers. Let’s face it, not everyone has time to wait around for deliveries, so more certainty is required. Standard delivery will suit for some customers, and many would prefer to wait longer and have free or cheaper delivery. Here’s are the options services customer would love:

Providing Cash on Delivery as an optionCash On Delivery (COD) is currently one of the most popular mode of payments among Indonesian online stores. The major reason for its popularity is that the buyers do not have to pay anything before the goods are delivered to them. This helps in giving some confidence to new buyers as ecommerce is still a growing concept in Indonesia which is fairly nascent at this stage.

Offering premium delivery option, The common theme here is unlike the ‘standard’ delivery within two or three days, these options provide more certainty for customer and enable them to plan around delivery dates and times. Well, a fixed date is the most popular choice (31%), closely followed by next day delivery and the ability to collect from stores (both 24%).

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  • Bad Support

Worst customer service, 86% of consumers quit buying because of bad customer experience. What do customers want are competent staff who can answer their needs about the brand and better interactions is their key driver for spending the money for the brand.

Long delivery time and untrackable, Delivery is a key factor in customers decisions to buy online, but many online business are failing to meet expectations and customers’ expectations around delivery are changing, the survey results suggest that retailers need to provide greater choice around delivery options. Clear, accurate tracking online are also important, this can save a lot of wasted time and frustration for customers, as well as reducing pressure on call centres.


Don’t make it hard for people to buy from you; make it easy.

Work hard to improve your service and customer experience. In the end, you will see an increase in revenue. It won’t happen overnight, but, if you’re committed, you will reach your goal.


written : Ignatius Dwi Indra

Discover Warehouse Management System (WMS) Benefits


Warehouse Management System (WMS) is best described as the advanced technology and operating processes that optimize all warehousing functions. Creating efficiencies to reduce costs is critical to the improvement of any warehouse operation; implementing a successful warehouse management system (WMS) can help achieve this, both in the short and long term. Here’s the difference with and without using warehouse management system (WMS) infographic from 8commerce

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infographic figure 1 Resource Hog


8Commerce Appointed by Eragano to Grow their E-commerce Business


14 March 2016

Jakarta – At 8Commerce office, Eragano (fresh products and raw material; eragano.com) officially appointed 8Commerce as a strategic partner in growing their e-commerce business.

Eragano is a business company focusing on end-to-end (E2E) farming solution for small holder-farmers. Eragano focuses on how to increase farms productivity and profitability with flexible solution of farm supply and market access for farmer’s harvest. Supported with crop insurance, micro finance and automated farm schedule, 8Commerce takes care Eragano’s last mile delivery to end customers.

In many years Eragano is facing the challenges of “how to deal with the last mile delivery” which is the most crucial stages for customer when finally receives their order. And it is generally the most expensive, least efficient, and most problematic part of the overall delivery process for e-commerce business. As a scalable end to end e-commerce solution, Eragano appoints 8Commerce to take care this moment of truth stage, by providing solid professional experience team and integrated delivery system.

Killer Tips to Grow Social Media For Startup

Killer Tips to grow a social media audience for your startup

You’ve just launched a startup and need to get your brand in front of as many eyes as possible. The problem is you are not just competing in your industry, you are competing with the millions of others marketing messages that consumers are bombarded with every day.

The big question, is how to compete with others?

  • Choose the right social networks for your business  

Facebook may have over a billion users, but if your potential customers don’t make up a big part of that user base, it’s not the right social network for you. While not every industry has a clear preference for social media channels, there are important determinants that can help you find the right social network for you: the target age group of your audience, the location of your business, and the nature of your services.

For example, if your startup offers B2B advice, it helps to seek out business leaders on LinkedIn, and make accounts on the same social media channels used by the brands you want to help. But if your business revolves around marketing, Facebook Ads or Promoted Tweet should be your first choice.

  • Determine your primary goals.

It’s necessary to define your social media goals. While many large, established corporations use social media to facilitate growth in all areas of business, it’s more likely that a startup will focus on one or two of the following:

Brand awareness. Every startup uses social media as a channel for driving brand awareness. It happens organically as you post content, engage with users, and promote your brand.

Lead generation. Ideally, you would like your social media profiles to be lead generators that drive traffic to your website or blog. This requires a long-term investment and results usually aren’t seen for many months.

Customer acquisition. Finally, the best case scenario is that your social media profiles raise brand awareness, your content generates leads, and leads turn into customers. If you can use social media as a customer acquisition tool, you’ve officially maximized its value.

  • Develop strong social identity of your brand

It is important to maintain a strong and recognizable brand identity across all your social media accounts. With your brand scattered all across the web, it can be difficult to remain consistent. Having a strong brand identity makes your brand more memorable and professional.

  • Put your social media links on your websites and email signatures

Don’t be shy about linking your social media accounts. Put in your newsletter, email signature and website.

Quick Respons to Customers on Social Media

Customers expect fast customer service on social media, but how fast?  Most likely, they expect a response in a shorter time span than you would think.  According to CONVINCE&CONVERT, “42% of customers complaining in social media expect a 60 minute response time.”

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  • Find celebrities / Influencers

68,4% of respodents has actually purchased because of the celebrities / influencers. There is strong evidence that suggests celebrities / influencers advertising delivers a premium in terms of impact and memorability but choosing a right celebrities / influencers is the tricky part. Not only do they come at a premium price, choosing a wrong celebrities / influencers can sometimes ruin a brand image.

We give you specific tips for Twitter

  • Follow the right people

I think the most common mistake people make on Twitter is randomly following anyone who follows them in the first place. Having 50,000 followers isn’t going to offer any benefits if those followers don’t care what you have to say and are only in it to amass thousands of followers themselves.

Following people who share your interests, are industry leaders, and might actually be interested in hearing what you have to say in return makes it a lot easier to engage in conversation and build Twitter-based relationships that make sense for your business or organization. Likewise, if you are only in it to sell a product by constantly repeating one-way marketing or sales messages that’s often the quickest way to the unfollow button for others in your network.

  • Use URL shorteners

Link-building is an essential component of a good SEO strategy and adding links to your tweets is a great way to do this. However, URL shortening services are essential when your character limit is a mere 140.

If possible, try to find one that offers metrics on click-throughs as well. Bit.ly, Su.pr by StumbleUpon, Ow.ly and Ow.ly withHootsuite are a few good examples. These tools will give you an idea how well the links in your tweets perform. Bit.ly also generates a unique QR code for every link you create, handy if your links need to be scanned by mobile devices.

Specific tips for facebook

  • Advertise Your Page on Facebook

Today there are many options for advertising on Facebook. To get the best value for generating new likes for your Page, I would suggest you use a Sponsored Like Story. This will advertise your Page to friends of your current fans and give social proof in the ad by showcasing that the user’s friend likes your Page.

Sponsored Like Stories can be a bit cheaper to run, but you won’t have any ad copy to help convert people into fans. Hopefully seeing that their friend likes you is a sufficiently compelling reason.

Your Sponsored Like Story will be targeting the friends of your fans,but you can also use the regular Facebook targeting features to narrow the audience to your perfect demographic.

It’s easy to create your ad and limit your budget so you know how well it works before spending an arm and a leg.

  • Guest Curate for Other Pages

Curating content for other pages is a great way to network with other people in your industry, while increasing your own visibility and reach.

Choose 5 to 10 successful Facebook pages run by companies offering services complementary to yours, since they share your target audience. Your expertise will offer real value to their fans. Thenoffer to curate content for them once a week in return for credit on their page.

For example, the CEO of a company was a speaker at a marketing and advertising course, which spent a lot of money promoting its own Facebook page. Every week on “Mobile Wednesday,” this CEO would be the guest curator on the course’s page, and share interesting articles on the topic.

At the end of each update there was a shout-out: “Posts today are curated by OnTheMob.” They also included a link to the company’s Facebook page. The result of this simple technique was a few thousand new Facebook likes a month.

Specific tips for Instagram

  • Study and load up on quality hashtags

We’ve explored hashtags a lot on the blog, but it seems that nowhere on social media are they quite as important as on Instagram. The right hashtags can expose your image to a large and targeted audience, and Instagram users don’t seem to get hashtag fatigue in the same way they might on other networks.

In other words, hashtags could be your best bet for growing a fast following on Instagram.

Instagram allows for a maximum of 30 hashtags per post, and many power users max out this ability.

  • Ask users to “tag a friend”

You can add “tag a friend” in your caption and you will see the effect from your followers.

LinkedIn does work for B2B leads, Here tips for Linkedin

  • Engage Your Audience

Many people follow your company page as a way to engage and interact with you.

To encourage that engagement, ask people questions and reply to their comments. You can also host a contest.

For example, HootSuite posted an update that asked its followers to share the social media story that was most memorable to them in 2013. Some of the responses were included in an article that highlighted the stories.

Remember that while LinkedIn is a professional space, it’s also a social network. Make an effort to communicate with your followers through updates, responses and other engagement strategies.

  • Engage your employees

Your own workforce is the best place to start adding followers after all, they’re your biggest advocates. Encourage them to create and complete LinkedIn profiles once they include your company name, they automatically become followers of your Company Page. Ask them to include a link to the Company Page in their email signatures.


Success with social media requires more listening and less talking. Read your target audience’s online content and join discussions to learn what’s important to them. Only then can you create content and spark conversations that add value rather than clutter to their lives. Becoming a listener takes practice, time and patience. A good listener both in person and in social media is a good responder.

Reaching More Customers by E-Commerce with Solid Multi Fulfillments

warehouse 8commerceThe massive infrastructure development in Java has been the key hub attracting all investments and business come to Java, and make it as central of the emerging market. At the same time, this creates economy discrepancy among Java and non-Java, which also impacts to local emerging market growth. Most time this condition reflects higher demands of certain products from non-Java people and the demands cannot fulfilled because of a very limited market and resources in outer Java.

In the other hand, surprisingly as released report from CSLA (2015), there are 66% non Java online shoppers expend more US$20 than Java shoppers. This condition may be a reflection of lack stores in outer Java in terms of slow development in infrastructure which creating retailer’s mindset of low market low demands, and huge investment.  In the other side, there are raising demands of local people in several products that not fulfilled by local market which is very limited. So when online business becomes hype, every local people see it as a wide door to get whatever they want and they love to online shop more than Java people.

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This fact means opportunity and challenges for retailers to expand your business. Bring your offline store to online so you can reach more customers in outer Java.   In terms of e-commerce supply chain, there are huge challenges to make your customer happy.  You build your own, or you do partnership with 3rd party of e-commerce logistics and fulfillment.

As building your own e-commerce fulfillment needs time and big investment, engaging with business partnership with e-commerce logistics player is a wise action.  As Indonesia is an archipelago country, to make your presence and operation more efficient, the needs of fulfillment centers across the islands and cities absolutely are priority to be fulfilled.

As scalable e-commerce enabler and solutions for Indonesia, 8Commerce provides 7 spots e-commerce fulfillment center and last mile delivery services throughout Indonesia. Supported by sister company Linc Logistics, we ensure efficient cost and time while you need to scale up your business coverage especially in fulfillment related operations for business-to-consumer, with each are equipped by Infor for warehouse management system, order processing, pick and pack through to after sales support, including returns management. For fleets, 8Commerce has more less 700 total fleets (internal and external) to reach your end customers throughout Indonesia.


7 multi fulfillments of 8commerce:

Greater Jakarta area 60k sqm

Bandung                   1k sqm

Semarang                   4k sqm

Surabaya                 20k sqm

Medan                    5k sqm

Palembang            1.44k sqm

Pontianak               1.38k sqm

For deeper info, please click latest presentation here. 


written by Afril Wibisono

Why it’s So Promising: Indonesia Market for E-commerce Business

Indonesia is a large addressable market. There are 256 million people (2015), with 51% are young – below 31 years old.  Indonesia in particular has an extremely large, potential addressable e-commerce market, which in turn is likely to attract more players, both domestic and foreign, and more capital than other ASEAN markets.  From these facts, we can assume Indonesia is a market that global and regional e-commerce leaders such as Amazon, Alibaba and Flipkart cannot ignore and we see a strong likelihood that some of these will become directly involved in the market over the next few years.

Currently Indonesia has large penetration on Customer to Customer (C2C) that still dominate in online player, and that is the basic reason why OLX and other same focus e-commerce platform still popular among others.  This condition also happened in Thailand, but most e-commerce experts believe it will change over the next 5 years.

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The Rise of Young

Today, there are 51% of total Indonesia population are below 31 years old.  That means in the next 5 years, 2021 – the productive buyer will be shifted by them who 100% will take action of what product they buy, how they buy, for how much is the price, and so on.  In terms of how they buy, if we see the condition now, people below 31 are mostly internet-savvy, used to look up their mobile phone thousand times each day, comparative person, social share, instant and easy going.  So can we imagine if in 2021 we don’t prepare the channels in fulfilling their needs on how they buy product, what’s going to happen? Don’t answer too extreme that the brand will gone too soon, but definitely for sure the brand will be left hundred miles behind.

But does it means everyone has to have e-commerce website to sell directly the products to the market? Well I don’t think not all of them, but mostly for whatever consume products must have e-commerce channels to go survive.  And being just exist in e-commerce is not your ticket to survive. Come on, if you have uncomfortable look and feel website at the front, not to mention the user experience also is not too good, no guaranteed statement there that your buyer will protected 100%, and many other things that looks not completed yet in development, store operational and last mile fulfillment, and you still think you can survive?

Being focus, total focus on e-commerce is your ticket to survive. And it implements to all segments, end to end e-commerce operations, from having the e-commerce site which user interface and user experience combined well into creating best online shopping experience, until when the order is received and get great feedback or review from customer.  That’s your ticket to survive!

Low Offline Retail Penetration

Indonesia has extremely low offline retail penetration.  And happy to conclude, the condition of lack of offline store-opening potential plays directly into the hands of the online store. Yes, absolutely.  The point with all of this is that when it comes to popular e-commerce merchandise, there is limited offline competition.  The lack of offline penetration means that there is a huge potential void for the online channel to fill.  And once consumers get accustomed to online shopping, there tends to be not going back, i.e., it is rare that there is an abrupt change and consumers revert back to the offline retail channel. Offline retail is especially under penetrated outside Jakarta.  These tallies with the large and growing online, geographic, share outside of the capital city.

Of interest is that within Indonesia, most non-Java online shoppers spend more than US$20 on e-commerce per month versus Java, and  Jakarta itself.  We think this reflects the relative lack of offline merchandise choice outside Java and especially outside Jakarta.

CLSA (77, 2015) : How much on average, do you spend shopping online per month?

Now if outer Java wants to spend more, there is huge opportunity to grow its market.  For instance, offering them lower delivery cost faster delivery time for every order made.  This is what Amazon did to make their customer happy. Amazon build multi-fulfillment centers in most states so every order fulfillment settled more faster and lower cost for all customer.

Large Addressable Market

Larger addressable market equal to more players, more online SKUs and more capital.  Too big for global and regional e-commerce majors to ignore. Indonesia population is nearly four times that of Thailand. Increased participation from a larger number of e-commerce players and greater marketing spend on traffic acquisition relative to other Asean markets.

 All suggest that both the merchandise selection and SKU count available online as well as the number of shoppers pulled online will exceed that of other Asean markets in the medium to long term.

 E-Commerce extremely Nascent 

According to CLSA survey (2015), online shoppers show that 97%of online shoppers in Indonesia have only begun shopping online since 2014 and outside of Java, this percentage rises to 99%.  Indeed, 83% of Indonesian online shoppers have only begun doing so in 2015. This makes online retailing far more nascent than in the other large Asean markets, with only 37%of Thai and Malaysian and 51% of Philippines online shoppers having purchased online for the first time since 2014.

But although Indonesians are the newest to online shopping within the big-four Asean markets, they are already shopping online more frequently than their Malaysian and Philippine counterparts: 35% of our survey panel of Indonesian online shoppers are now shopping more than five times a year versus 228% for our Malaysian and 25% for Philippines respondents.  Only the relatively more mature Thai market has a higher level of online-shopping frequency with 48% of respondents shopping more than five times a year.  The Indonesian figures rise to 42% in Jakarta but logically fall away to 31% outside of Java.


Online Retail Driven by Mobile. 

With only 6% fixed-line broadband penetration, the lowest among the big-four Asean markets, Indonesian consumers will be increasingly reliant on mobile devices for their online-shopping requirements.  The good news is that mobile internet penetration is already decent and mobile tariffs low even though average mobile data speeds are still extremely slow.

Indonesia has the second highest mobile internet penetration after Thailand among the big four Asean markets. Mobile data tariffs are the lowest vs other Asean markets. Mobile internet penetration forecast to rise from 36% in 2014 to 75% in 2018.  As CLSA survey results show that 29% of online retail transactions are already being made on mobile devices.  Within Indonesia, the share of both browsing and transactions on mobile devices is slightly higher in areas outside Java.  This likely reflects the lower levels of fixed line broadband penetration in these geographies.

CLSA (83, 2015) : What % of your online-shopping purchases is carried out on mobile devices?


Foreign Company can Own E-commerce Business in Indonesia

According to the last update from Jokowi government, it’s been decided that foreign company can own e-commerce business in Indonesia, with term and condition of investment amount.  So, for the investment that given by foreign company start from Rp 10 -100 billion, then they have ownership share max 49%. And for the investment above Rp 100 billion, a foreign company may 100% have ownership share for the e-commerce business.

We consider this new regulation can impact both positive and negative way. But on the top side of that, this means the promising e-commerce market happens right now, and there is no excuse we say no to participate.  It is now that we must do, or never at all.

Even though, the detail about this new regulation, must be cross checked and reconfirmed again.

written by: Afril Wibisono

Hello! We will be at Elog Asia 2016


Getting Close to Your Customer With Multi-Fulfillment Centers

8commerce that provides an eCommerce fulfillment center and last mile delivery services throughout Indonesia is participating “Elog Asia 2016”, 8 March 2016 at Hotel Keraton at the Plaza

The E-Commerce Logistics Summit (Elog Asia) will provide an unique exploration of potential solutions to the omni-channel fulfillment and logistic challenges facing retailers – not just a few random presentations in a big expo, but a tightly-focused event devoted exclusively to omni-channel supply chain fulfillment and logistics.

The event will examine the latest thinking in distribution center, design and layout; cutting-edge processes and technology for material handling and next-day and same-day fulfillment; strategies, processes and technology for in-store fulfillment; and strategies for next-day and same-day delivery. Throughout, the emphasis will be on examining the cost and benefits of alternative solutions.

There will be many great global speakers who confirm to attend this event and one of them, is CEO 8Commerce, Ronny Ritongadi who presents the hottest topic for e-commerce logistics “Getting Close to Your Customer With MultiFulfillment Centers”.

At the event, 8commerce will also have a booth strap which through there you can consult directly with us about our extended e-commerce solutions and logistics to grow your business. Hope to see you there!

Choosing a Trustworthy and Reliable Transportation Firm

As a consumer, it is important to know how to choose a reputable and reliable transportation company. Doing so will help you to avoid scams that prey on those shipping their goods. The following highlights things to consider when choosing a transportation company:

  • Reputable cargo transportation

Transportation is part of the supply chain management system and so it is best to choose a reputable transportation service company given the value of the goods that you ship. A reputable company makes sure that the goods it delivers reach the destination on time, undamaged and safely.

  • Tracking system is a must

Look into the customer support offered by them with regards to tracking options and insurance. The ability to track your goods in transit is always a welcome advantage because it helps you keep track of the progress of the delivery and saves you the stress of guessing whether it has reached its destination. Insurance is seldom required, but is beneficial when sending an expensive item and would cover the cost incurred in case of damage during transit.

  • Trained and Licensed driver

Make sure that the drivers of fleet vehicles are honest and qualified. A reputable transportation company sets a tight policy regarding drivers. Apart from obliging the drivers to pass qualification tests, the company also requires them to attend training sessions on safety and timely delivery on a regular basis.

  • Safety of your goods 

How a cargo transportation company handles goods should also be taken into consideration because we do not want the goods to be damaged when reaching a destination. A good and reliable cargo transportation service firm usually knows what kind of goods from heavy to fragile and so they know how to handle the goods.

  • Price

A cargo transportation service provider usually offers different Price, depending on the services customers need. If a consumer wants his goods to be insured, it costs more.

Read also : Special offer for you! only 3 years investment for your online store


Delivering goods is not a matter of headache if you follow some simple rules and do a bit of research before choosing a transportation company. These rules can save your goods from any possible damage and also save you from getting into any unpleasant situations.


Written by : Ignatius Dwi Indra

Leveraging Social Media Insights To Improve your Marketing Strategy

For you as a marketer, social media is a source of client prospects unlike any other. Whatever your product or service, people are out there looking for it, asking questions, and discussing related topics.

But how do you know what types of content works? And what does not work? Similar to the way you can review the analytics on your website, you can also gain insight to your social media platforms to see what is effective (and what is not effective) so that your plans can be adjusted accordingly. Read the following article to learn how to gain the insights to improve your company’s social media marketing efforts.

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See Which Content Resonates With Your Audience on Twitter

The dashboard provides a decent overview of activity over the last 28 days. The major statistics it provides are Impressions, Engagements, and Engagement Rate for each tweet and the trend for those over time.

The summary shows the number of times you’ve tweeted, tweet impressions, followers and profile visits. Next to each number is an up or down arrow, representing the change over the previous period.


It’s not just about statistics — your account home has even more in store. It’ll let you know who your top follower is every month, in terms of reach. You can also see whose Tweet mentioning your handle drove the most engagements. This is the place to start when you’re looking to kick-off a co-marketing venture or find a business partner.

 Get to Know Your Fans Insight on Facebook

You have created a Facebook Fan Page. Now what? I bet these questions come to mind: “Is my page a success?” “Who is engaging with us?” “Is our engagement effective?” “Does our content strategy work?”

The Facebook Insights dashboard will help you answer some of these questions. As defined by Facebook, “Insights provides Facebook Page owners with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners are better equipped to improve their business with Facebook.”


The Overview section provides the most important analytics. It lists page likes, post reach (the number of people who have seen impressions of a post) and engagement (the percentage of people who saw a post and liked, clicked, commented on or shared it).

Facebook Likes

This is where you can drill down to view your Facebook Page statuses in relation to the fans on your page.

  • Total Page Likes – View the growth or decline of your ‘likes’ over a weekly basis.
  • Net Likes – This shows you the likes that were organic (unpaid) and those that were paid, through Facebook ads. You’ll also see if anyone has ‘unliked’ your Page.  There’s nothing wrong with getting some ‘unlikes’, as long as it’s a very small percentage of your total audience.
  • Where Your Page Likes Happen – The majority of likes will probably happen when people visit your Facebook Page but they could happen in other places.

Reach Analytics

Post Reach – This shows you the number of unique people who see your postings on Facebook over a period of time.  This is split into organic and paid methods.

View a daily breakdown of reach by day and by type

If you click on any section of the graph, Facebook Insights will show you details of the posts that day that created the reach displayed. Check out the peaks and the lows. Why did you get those peaks and why were some posts not popular at all?

  • Likes, Comments, and Shares –  View the trends related to likes, comments and shares on posts.  Click on any point in the graph and view the posts related to those trends.
  • Hide, Report as Spam and Unlikes –  Unlikes are ok as long as it’s only a very small percentage of your total fan count.  However, people marking your content as spam is something you really need to watch.   This is not a big issue if it’s only the odd time but, if it’s happening regularly, you may be penalized by Facebook for it.
  • Total Reach –  This shows you your post reach, plus any content that that was posted to your Page and shown to your fans, Page-like ads displayed to people, mentions and checkins. (Remember: reach is the number of unique people that see your content.)

Posts Analytics

Want to find out when your audience is online? In the Posts section, you’ll see a graph showing what days of the week and times of the day your fans are online. The takeaway? If you post at times when your fans are online, you have a better chance of reaching them. This is split into three sections:

When Your Fans Are Online – This shows you how many of your fans are online at any given time during the day.  In the graph below, most of our fans are on Facebook later in the afternoon, which makes sense as a lot of our fans are based in the US and we’re at least 5 hours ahead of them.It’s not always best to post when most of your fans are online, because that may also be the most competitive time to get onto their newsfeed. You also may have fans in different parts of the world, so you will need to target them with content at different times.

  • Post Types – View a list of the posts you shared on your Page by type.  You can see which posts worked the best – photos, links or status updates. You should always have a variety of updates on your page, so try to have a good mix.
  • Top Posts From Pages You Watch – This will show you the most popular posts from Pages you track.  It is really useful to see which posts work well for your competitors.


People Analytics

The People section lets you review detailed information on your audience demographics: the percentage of women and men,ages, languages and even cities your fans live in.

Use this information to focus your content on what your fans care about. For example, if your audience is mostly twenty-somethings just out of college, you don’t want to talk a lot about retirement. Instead, share content that’s helpful to them, like tips for finding a first job.


In order to gain an optimal overview of your market, your customers, influencers, important topics and retain all the key channels and their figures in mind, using a combination of both, Listening and Analytics, is very helpful. Only using both approaches together results in a holistic, successful and sustainable social media strategy.