E-commerce is a business model that has emerged with the continuous development of Internet technology. It has redefined consumers’ shopping experience and the business model of the retail industry. In Indonesia, with the rapid development of the digital economy, more and more people have begun to pay attention to e-commerce. So, let’s take a look at the audience analysis of Indonesian e-commerce.
1. Age and gender characteristics.
The survey results from Sutu.com show that the age of users of Indonesian e-commerce platforms is mainly distributed between 18 and 35 years old, among which the largest user group is between 25 and 34 years old, accounting for as high as 47%. The proportion of male and female users is relatively balanced, with a ratio of about 53:47.
2. Regional characteristics.
Among Indonesia’s e-commerce platforms, most tend to target consumers in the first and second cities (Jakarta, Sulawesi, Banten and East Java), which have higher per capita income, better living and working conditions, and more education and career opportunities. In addition, with the development of the Internet, e-commerce platforms have begun to expand to many other cities and rural areas in Indonesia to meet the needs of more and more consumers.
Third, characteristics of education and income level.
In Indonesia, the number of people known as the middle class is increasing, which is the key target audience for the development of Indonesian e-commerce platforms. These people usually have higher education, higher income and more discretionary income, so they are more willing to buy more goods and services, and are more willing to try new shopping methods and experiences. This group of e-commerce consumers pay more attention to quality and pursue fashion trends, which affects the type of goods and price pattern in the Indonesian e-commerce market.
Fourth, the purchasing behavior and preference characteristics of e-commerce consumers.
In Indonesia, e-commerce consumers prefer to buy goods and services in a convenient, fast and safe way, and also pay attention to the affordability of prices and the quality of after-sales service. They prefer to shop on e-commerce platforms because they offer more offers and discounts, and can check product information and reviews at any time. Some specific groups, such as maternal and child, beauty, home, digital, etc., are more inclined to shop because e-commerce platforms generally provide more types of goods and more brand choices. In addition, the social nature of e-commerce platforms has also attracted more and more Indonesian consumers. By purchasing the social functions of social e-commerce, they can share and discuss products while shopping, understand the quality, performance and taste of goods, and make smarter decisions when comparing different brands and products.
V. Future prospects.
With the continuous development of the digital economy, the e-commerce market and consumer needs in Indonesia are also changing. In the future, we foresee the following trends.
1. As more and more young people become the main consumers, e-commerce platforms will focus more on social e-commerce and online services to enhance sociality and convenience.
2. The impact of the epidemic on online consumption will be long-term, so e-commerce platforms need to continue to innovate and improve service quality and security to meet consumer needs.
3. The development of offline business will become a new direction for e-commerce platforms. E-commerce platforms will cooperate deeply with offline channels such as stores and residential communities to meet the diverse needs of consumers.
4. More and more consumers are willing to pay higher prices for high-quality goods and services. Therefore, e-commerce platforms will need to continuously improve the quality of goods and services to attract more mid- to high-end users.
In general, the audience of Indonesian e-commerce is diverse, and their needs and purchasing behaviors are constantly changing. Through in-depth understanding of the market and grasp of future trends, e-commerce platforms can better adapt to market demand, provide better goods and services, and contribute more to the development of Indonesia’s digital economy.