This research focus on several kinds of Indonesian e-commerce with its diversified business models and features in Indonesia such as business to consumer (B2C), consumer to consumer (C2C), classifieds, shopping mall, and online shop in social media. Furthermore, this study focus on the e-commerce consumer adoption. One model used by researchers to understand the adoption of e-commerce by consumer in general is unified theory of acceptance and use of technology (UTAUT). This study suggest the extension of UTAUT and UTAUT2 by previous researcher to better understand behavioral intention and actual use in e-commerce from consumer perspective. Proposed model building with several hypotheses was provided in this study.