The goal of this paper is to discover how to develop eCommerce channel in which is an emerging channel that is growing double every year in Indonesia as part of PT. XYZ company growth strategy. Since PT. XYZ is a market leader company in baby milk category, it can give a good learning on how a leading company can continue to expand the market. The research study seeks to explore the performance of eCommerce channel and identify the right touch point to invest. In this study, the researcher is looking for eCommerce business performance that mostly coming from 2018 period both as total company or zooming in eCommerce channel PT. XYZ, which becomes their competitive advantage value. The study is significant because it is analyzing critical internal and external factor that can give significant impact to our strategic planning in deciding growth direction. This research is a single case study with an explanatory and exploratory designed to provide deeper understanding of PT. XYZ eCommerce channel development strategy. The researcher using a planned and structured interview for primary data to be aligned with PT. XYZ sales and investment report to analyze the secondary data. By this method, the researcher can have more holistic internal and external analysis. The findings show that eCommerce channel in PT. XYZ is outperforming other channel by doubled the size every year consistent with the market. It’s also having a better profitability compared to other channel driven by their low cost to operate. Key channel like Business to Consumer is becoming the growth and profit driver for PT. XYZ while the main challenge is how to allocate the investment in brand communication so it can build the traffic to be converted into purchase. From a growth strategy perspective, this study emphasizes the need to consider the impact of PT. XYZ expertise and resource allocation with eCommerce shopper behavior.

CONFIDENTIAL 11 JANUARI 2020