DoubleVerify Research: 52 Percent Of Indonesians Shopping Through Social Commerce

Illustration of social commerce (photo: Shopify)

JAKARTA - A recent report titled 2025 Global Insights: How Consumers and Marketers Use Walled Gardens of DoubleVerify reveals that social media has a crucial role in influencing a person's shopping decisions.

The report, which resulted from a survey of 22.000 consumers and 1.970 global marketers, including Indonesia, saw as many as 52% of Indonesian consumers admitted shopping through social media channels in the last 12 months.

While advertisers are increasing investment across these platforms, they are also demanding campaign effectiveness and accountability, said DoubleVerify CEO Mark Zagorski.

For product research before making purchases, 38% of Indonesian consumers use social media as one of the three main research tools, by relying on online reviews (64%) and watching video reviews (55%) as the main source of information.

The platforms most frequently used weekly are YouTube (90%), Instagram (78%), and Facebook (72%), showing very high social media adoption.

When deciding to buy a product, Indonesian consumers are mostly influenced by Mega Influencers (>1 million followers) with 61%, and Macro Influencers (100K1 million followers) with 63%.

The conclusion from our Global Insights Report becomes very clear: although walled gardens promise scale and performance, their continued value ultimately relies on transparency and trust, "concluded Mark.