Populix Survey: E-Commerce Becomes The Most Interested Skincare Shopping Place

E-commerce illustration (photo: dock. Ministry of Finance)

JAKARTA - In Populix's recently launched "Market Insights and Strategic Opportunities for Beauty and Fashion Brands in Indonesia", 41 percent of respondents buy skincare regularly every month.

Furthermore, in this purchase, e-commerce is the main choice of place for purchases for 62 percent of respondents. This trend is also expected to continue.

Meanwhile, for the fashion category, it can be seen that Indonesian consumers tend to buy clothes, shoes, and perfume every three months or even less rarely.

Just like the purchase of skincare, e-commerce is also a dominating purchase site in the fashion category. Interestingly, this survey reveals that consumers prefer local brands to categories of clothing and perfume.

The report also highlights the influence of Key Opinion Leaders (KOL) and influencers in the beauty and fashion industry. As many as 59 percent of respondents felt that KOL and influencers influenced their purchase decisions, although KOL endorsements were not always effective.

Di sisi lain, laporan Populix juga fenomena live commerce, atau sesi berjual melalui live streaming, terbukti memiliki dampak signifikan terhadap keputusan pembelian.

Half of respondents revealed that they tend to make purchases when there are exclusive discounts during live streaming sessions. Technical quality, interesting content, and host interaction with audiences are important factors in increasing purchasing decisions through this platform.