Against the backdrop of the pandemic, the number of online shoppers in Indonesia has skyrocketed, the installation rate of shopping apps has increased significantly, and the traffic on e-commerce websites has also increased significantly, allowing many sellers to see new business opportunities. Who are the main groups of online shoppers in Indonesia, and what are their consumption preferences? Let’s take a look!
Main groups
1. Consumers who put “convenience” first
The reason why these consumers choose online shopping is to save time and get the most convenience. They usually live in crowded and bustling areas. For them, popular electronic products are very attractive.
2. Baoma
Baoma who take care of their children and do housework every day are often the main force of online shopping. Because they don’t have much time to go shopping, online shopping has almost become the only way to shop.
3. Career-centered young people
This type of online shopping is generally career-oriented personnel who start their own businesses. Because they are short of manpower, they will choose to place orders online and deliver directly to their homes.
4. Millennial Muslims
The purchasing power of Muslim online shoppers born in the millennium should not be ignored. They prefer trendy Muslim products to satisfy their religious beliefs and keep up with the trend.
Which factors will affect consumers’ choices when shopping online? A previous survey by Deloitte showed that the factors that affect consumers’ shopping are roughly as follows.
1. Is the price-performance ratio high enough? 26% of the respondents said that the price of online shopping products is generally lower than offline, and the price-performance ratio is very high.
2. The credibility of product reviews is high. 14% of the respondents said that the reviews of online shopping products can be used as a reference and are highly credible.
3. Practicality
31% of the respondents said that they attach more importance to the practicality of this shopping method, and they can complete shopping smoothly and understand product information even if they do not go out.
4. Discounts and discounts
12% of the respondents believe that when merchants offer a lot of discounts or discounts, the products will be more attractive.
5. Product diversity
As we all know, there are many kinds of products online, not only local products, but also imported products from many other countries to choose from. 17% of the respondents attach more importance to this.