INTRODUCTION

The world is borderless when it comes to electronic transactions. Technological development is also playing an important role in increasing consumer consumption and changing the way consumers spend money. Many shoppers have shifted from shopping in physical stores to virtual stores i.e. e-web stores, e-shops, internet shops, web-shops, web-stores, online stores, etc. This is possible not only because people now have greater purchasing power than in the past, but also due to easier access to computers and even smartphones.  Simply by clicking or tapping the purchase option on an internet shopping website, goods can now arrive at your front door within days.

Electronic online shopping or e-commerce is a developing sector in Indonesia, although internet infrastructure development remains relatively slow. Internet users in Indonesia currently stand at 82 million user, representing 30% of the population.[1] Based on information from the Ministry of Communication and Information Technology, total e-commerce transactions in 2013 in Indonesia reached IDR 130 trillion.[2] ICD research centers project that e-commerce in Indonesia will increase by 42% between 2012 – 2015, much higher than the prospects for Malaysia (14%), Thailand (22%) and the Philippines (28%).[3]