Korean company SK Planet has formed a joint venture with Indonesian telco XL Axiata to launch an online mall in Indonesia.

The online mall, called Elevenia, sells more than 500,000 products including fashion, electronic devices, household items, books, among others and offers daily deals and other promos.

“We entered the Indonesian market to take the first mover advantage. The country’s Internet penetration is growing fast,” said Lee Jun-sung, the CEO of the joint venture.

The e-commerce market is booming in Indonesia, driven by the increasing penetration of Internet and smartphones. The nation’s e-commerce market is tipped by Indonesian e-commerce provider Vela Asia to expand to $25 billion by 2016 from $8 billion in 2013.