E-commerce has grown over the last five years and taken over a larger portion of the retail sector in Indonesia. While a lot has been discussed on the benefits of online trade, not many studies look at the phenomena using quantitative analysis. Using a dataset generated from a survey of 1,100 firms, we try to explore how the use of internet technology for commerce (e-commerce) affects market coverage, sales and profit, and the cost structure of businesses. The preliminary findings show that being online allows firms to improve their performance. On average, firms that have an online presence improve their sales by 12%. Moreover, smaller firms seem to benefit even more from being online. This study also looks at characteristics of e-commerce consumers in Indonesia by discussing the results of a survey conducted with 2,000 respondents across the country.