E-Commerce (Electronic Commerce) is currently expanding in Indonesia and becoming the foundation of business development there. E-commerce however, faces challenges such as how companies can promote their goods or services to the target market. The problem lies in the under-utilisation of Information Technology in electronic commerce especially in business promotion. The purpose of this study was to determine and analyse e-promotion strategy and roadmap for e-commerce Indonesia. The research employed qualitative method, such as observation, interviews, documentation and triangulation techniques. The findings indicated that a roadmap for e-promotion by easing rules of transaction for e-commerce services is the way forward.