Indonesia's middle-aged and elderly groups have strong purchasing power, shopping more than 13 times a year on average

Kredivo and Katadata Insight Center launched the 2021 Indonesia E-commerce Consumer Behavior Annual Survey Research . The survey used a sample of more than 10 million transactions from the six largest e-commerce platforms in Indonesia between January and December 2020 .

Mulya Amri pointed out that the research shows that all product categories have shown a continuous growth trend due to consumers ' shift from offline shopping to online consumption . According to age analysis , the older the consumer is , the more times and how much they shop .

On June 9, MulyaAmri announced the results of the 2021 Indonesian e-commerce consumer behavior study: "From the results of this study, people aged 18-25 shop online an average of 9 times a year and buy 13 products. Therefore, in one transaction, you can buy more than one product. The older the people are, the more frequent the shopping is and the more items they buy . Among the 36-45 age group , the average number of online shopping is 12 times a year, and 18 products are purchased. Even those over 55 shop as many as 13 times . "

Other findings showed that female consumers shop more frequently than males, but spend less per item on average . The average transaction for males was IDR 216,980, while the average transaction for females was IDR 152,468.

Mulia said the pandemic has also changed consumers' preferences when shopping online . As consumers spend more time at home , they are more inclined to spend on necessities when shopping. The transaction volume of fashion products fell from 30% in 2019 to 22% in 2020, while product categories such as household goods, substitutes and vouchers have grown significantly .

In terms of time, the number of transactions is higher than earlier this week. During the day, the peak trading occurs between 9 am and 3 pm and between 7 pm and 9 pm .

In addition, promotions and festivals are still effective in attracting consumers to shop. Shopping festivals such as National Online Shopping Day (12.12) and 9.9 and 11.11 are still able to attract a large number of new users . It is worth mentioning that the average daily transaction volume on 11.11 and 12.12 in 2020 increased threefold.

Indonesia

Online shopping