Impact.com Study: Instagram And YouTube Influencers Become E-commerce Encouragers In Indonesia

Illustration of the Instagram application (photo: Unsplash)

JAKARTA - impact.com, the world's leading partnership management platform, along with Cube Asia, an e-commerce market intelligence provider for Southeast Asia, has launched a recent research report entitled E-commerce Influencer Marketing in Southeast Asia.

This report reveals that Indonesia, as the largest e-commerce market in Southeast Asia, controls 42 percent of the total market, far beyond Thailand, which only reaches 16 percent and the Philippines at 12 percent.

"In Southeast Asia, the landscape of e-commerce is growing rapidly, not only in terms of growth, but also in the need of strategic differentiation," said Antoine Gross, General Manager of Southeast Asia and India, impact.com.

Seeing this phenomenon, Antoine said that traditional advertising channels are increasingly losing traction because consumers are now more interested in authentic and interesting content, especially on social media.

Based on a survey conducted on more than 400 Indonesian adults (18 years of age and older), Instagram and YouTube are the most popular platforms, each with a usage rate of 87 percent, followed by TikTok at 77 percent.

Where 70 percent and 69 percent of respondents said Mega influencers and celebrities played a significant role in influencing purchase decisions. In addition, 62 percent of respondents admitted that influencers were also one of them.

Unlike the average in Southeast Asia, the influence of influence of influencer recommendations is stronger in Indonesia, where 88 percent of consumers buy products based on influencer recommendations, compared to 82 percent at the regional level.

Influencers have the most impact on purchasing beauty products (64 percent) and fashion (70 percent), emphasizing their important roles in these two categories.

Our latest report shows clear facts: influencers not only encourage physical product conversion, but also in fast-growing sectors such as online travel and subscription services," he concluded.