Jakarta. One of Indonesia’s largest department store operators, Matahari Department Store, has launched its digital counterpart MatahariStore.com on Thursday (10/11), in an effort to attract a wider market base and to provide an added convenience for its existing customer base.

MatahariStore.com will mainly focus on fashion retail, while its sister company, Indonesian e-commerce giant Mataharimall.com offers all other items ranging from technology devices to cosmetics.

"Given the limitations of the infrastructure and resources, currently there are only 148 Matahari Department Stores across Indonesia. The establishment of MatahariStore.com will be an opportunity for the company to reach consumers who we have yet covered on our offline store," Matahari Department Store merchandising and marketing director, Christian Kurnia, said in a statement.

The launch of MatahariStore.com has provided more opportunities for the company and for the development of online and retail industries in Indonesia as research from Google and Temasek shows that e-commerce will contribute to nearly 60 percent of Indonesia's overall online market, leaving behind online ticketing and ride-hailing booking services.

"Through the retail stores, mobile applications and now with the newly-launched online platform, we believe that we can become an omni-channel retail player," Christian said.

MatahariMall.com will run all MatahariStore.com transactions and will provide content, a secure payment system and delivery of products.

MatahariStore.com will also implement an online to offline strategy — which allows customers to shop online and pick up their goods at the retailer's nearest delivery hub — with features that allow customers to pay, receive and return products at any of Mataharimall.com's 649 delivery hubs across Indonesia.