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Young Indonesians turn to e-commerce

News, 30 June 2017
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JAKARTA: An increasing number of young, connected Indonesians are choosing to shop online rather than in physical stores, a trend which was demonstrated during Ramadan.

JakPat, a Yogyakarta-based online survey platform, polled 1,000 participants across the archipelago, and found that two thirds (65%) had purchased items online at least once or twice during the month of Ramadan, from May 25 to June 24.

Just over one fifth (22%) had purchased items more than three times in the same period, the Jakarta Globe reported.

Buyers were overwhelmingly in the younger age range, with 20-25 year olds (47%) especially prominent. Around one quarter (26%) were aged 26-29 and a further 18% were between the ages of 30 and 35.

"The frequent use of the internet in Indonesia is changing people's spending behaviors," according to JakPat spokesperson Ainun Habibah.

"People's habits influence the way they shop during the fasting month of Ramadan, and e-commerce companies offer practical and easy methods," she added.

More generally, Indonesians appear to be the happiest with their e-commerce experiences of any Southeast Asian nation. An analysis of 30,000 reviews by consumers in the region, by Trusted Company and iPrice Group, showed that they scored their experiences at 4.2 out of a possible five, ahead of Malaysians (4/5), Filipinos (3.4/5) and Singaporeans (2.9/5).

The most-bought items in Indonesia during Ramadan included women's fashion accessories, electronic gadgets, Muslim wear, men's fashion and beauty products.

Shopee, the local arm of Singapore's mobile shopping platform, emerged as the preferred website for many during the holiday season: 49% of respondents said it was their primary purchasing site.

Lazada trailed behind, being first choice for 20%, with Tokopedia (16%) and Bukalapak (7%) also being mentioned.

Data sourced from Jakarta Post, iPrice; additional content by WARC staff

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