Indonesia's online food shopping and delivery surges during Ramadan 2021

Online shopping and food delivery will increase in Indonesia during Ramadan, according to new research from advertising technology leader The Trade Desk, as nearly half of Indonesians plan to celebrate Ramadan and Eid al-Fitr without going home.

In the survey , 63 % of respondents said they would shop online more frequently this year than last year , including 68% of millennial shoppers .

In addition, respondents also said that in order to better celebrate Ramadan during the epidemic, they plan to increase the number of online food orders . About six in ten respondents said that they will use food information apps more frequently this year than last year. This trend is particularly evident in families with children.

Responding to the study, Florencia Eka , Country Manager for Indonesia , said the shift in consumers during Ramadan is expected to provide advertisers with opportunities to change their marketing strategies.

“ As Indonesians choose to celebrate Ramadan and Eid at home , they are also spending more time and money online , which provides opportunities for retailers to reach consumers, who are also using digital payments for meals , groceries and more, ” he said .

The study also showed that e-wallets are extremely attractive in Indonesia , with about one-third of Indonesians choosing to use e-wallets for daily payments.

Meanwhile, research from The Trade Desk suggests that online video consumption will also increase during Ramadan 2021. About half ( 48%) of respondents said they plan to use their free time to watch movies and TV series, while about 42% said they plan to play music to pass the time .

There are approximately 40 million Indonesian consumers on OTT platforms, and platforms can use this survey data for planning.

Florencia Eka said: “During Ramadan, we are seeing unprecedented trends during the pandemic , with an increase in online shopping and food delivery , changes in consumer behavior, and increased consumption on OTT platforms , ” said Eka.

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