JAKARTA - Fashion products are still the most popular sector and are in great demand by users of e-commerce services in Indonesia, both based on the frequency and number of transactions.
According to Kredivo and Katadata Insight Center's research, "Indonesian E-Commerce Consumer Behavior in 2019", as much as 30 percent of total transactions throughout 2019 were purchases of fashion items, both by men and women, as well as the old and young age groups.
Utilization of primary data for sample transactions from six of Indonesia's largest e-commerce players is believed to provide a direct picture of the country's e-commerce industry.
"We believe that this research will provide benefits for the business strategies of e-commerce partners along with higher public trust in online shopping, including using digital payments," said General Manager of Kredivo Indonesia, Lily Suriani, quoted from Antara, Sunday, August 9. .
Research also shows an increase in the average number of e-commerce transactions per month from the first quarter to the last quarter of 2019.
This shows a deeper belief in e-commerce. The peak of this increase occurred in December 2019 with the number of transactions 22 percent greater than the average number of monthly transactions.
This increased trust and convenience in online shopping also makes consumers more confident when making large transactions. This can be seen from the average transaction value that increased from 2018 to 2019 in 13 product categories such as computers and accessories.
Furthermore, Lily explained that the positive trend in trust will also continue into the first half of 2020. Internal data from Kredivo noted the continuing increase in the frequency of purchases in e-commerce, especially for staple goods. This indicates that people continue to believe in e-commerce despite the current challenging situation.
From this research, it was found that each e-commerce and marketplace brand has a different position in the eyes of consumers. More than 60 percent of consumers shop at more than one marketplace, regardless of their age group or income.
Female consumers show higher loyalty where 30 percent of female consumers tend to stay in one marketplace compared to male consumers which only 15 percent.
Variations in needs and purchasing power are the reasons for different types of favorite products among young and old consumers. Research also shows that as people get older, consumers buy more household necessities.
Travel is the category with the highest value per transaction among older consumers, while computers and accessories are the category with the highest value per transaction among young consumers.
During the COVID-19 pandemic, the frequency of purchasing basic goods has increased, such as food, pulses / vouchers, home appliances, health & beauty products, as well as hobby and sports support products.
Transaction patterns on weekdays and weekends are also different. Daily transaction data shows that the peak hours for online shopping are the afternoon during rest hours and the evening hours before bedtime.
Tuesday and Friday are days with higher transactions than other days. At the end of the week, the proportion of total transactions decreased but the value of consumer spending was greater.
During the pandemic, this trend follows people's habits of working from home where the night before going to bed becomes a rush hour shopping online rather than during the day.
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