JAKARTA - Lazada Indonesia has recorded a shift in consumer shopping behavior that is now more planned and quality-oriented, reflected in an almost 50% year-on-year sales surge in the first quarter of 2026.
Among all categories, beauty recorded significant sales growth, signaling increased consumer confidence to buy high-value skincare products online.
Throughout this period, consumers have been increasingly daring to invest in higher value products, especially skincare, as trust in the authenticity and quality of products offered on the platform increases.
Head of Business Growth & Operations Lazada Indonesia, Amelia Tediarjo, said that this change shows that Lazada customers are still looking for the best deals but are increasingly daring to shop more for products that are guaranteed quality and authenticity.
"We see that customers are no longer solely oriented towards cheap prices, but are increasingly considering the long-term benefits of the products they buy," he said.
One of the categories that most reflects this trend is the beauty category, where customers are increasingly confident in buying higher-value and premium products through online channels.
The presence of global brands, such as Laneige, opens up easy access for Lazada customers to beauty products, as customers' interest in authentic high-quality skincare products increases.
The increase in the number of aspirational customers on Lazada has also impacted the continued growth of this Korean brand. At the peak of the Ramadan campaign in the first quarter of 2026, Laneige even recorded a 20-fold increase in sales compared to sales on a normal day.
In the future, Lazada together with all partners will continue to strengthen the trusted beauty shopping ecosystem through product innovation, exclusive offers, and increasingly personalized shopping experiences, as consumer demand for premium products that support an aspirational lifestyle increases.
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