Online Shopping

Behavior
October 2021
Source: Online Shopping Behaviour Survey Q4 2021 conducted on
11-18 October 2021 to 13,358 respondents.
 Online Shopping Behavior
On average, respondents spend IDR <500k online per month with
average spending of IDR <100k per transaction.

500k - 1 < 1 mio

mio < 300k
< 500k

< 500k < 100k

Average online spending per month Average online spending per transaction

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Online Shopping Behavior
When do consumers shop online the most?
*respondents can choose more than 1 answer

Most consumers shop whenever they need

to, they don’t depend on certain dates or
periods

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Online Shopping Behavior
Favorite Shopping Hour:
6 pm to midnight Shopping
medium:
99%
respondents
18:00 - 00:00 prefer
shopping via
app 99%
Top 5 Marketplace Top 5 Product Categories

Fashion
Digital Products &
Bill-Paying
Skin Care
Home Appliances
Electronics
*respondents can choose more than 1 answer
*respondents can choose more than 1 answer

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Online Shopping Behavior
Consumers are Smart Shopper

92% 99% 98%

Respondents check
Respondents compare Respondents read
prices and browse product reviews store’s rating and
product info before before shopping reviews before
shopping shopping

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Online Shopping Behavior
Consumers are Smart Shopper

How important is product review for your decision making process?

(1: Very unimportant, 5: Very important)

85%
Respondents think product review is very
important when they’re making online
shopping decision.

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Online Shopping Behavior
Consumers are Smart Shopper

How important is store rating for your decision making process?

(1: Very unimportant, 5: Very important)

76%
Respondents think store rating is very
important when they’re making online
shopping decision.

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 5 Major Factors That Influence
Shopping Decision

1. Free Delivery

2. Availability of
promo or
cashback

3. Good product
quality

4. Affordable price

5. Product Reviews

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Behavior on Year-End
Online Shopping Festivals

97%
Respondents look for ways to get the best
deals/most benefit out of online shopping.

I.E.: looking for coupon promos, bank promos, using

ShopBack for extra cashback, etc

Top 5 Shopping Hacks by Consumers

Look for Use ShopBack to get extra cashback

promo/discount/cashb
ack coupons
Only check out if Look for Compare prices
there’s free bank/e-wallet
delivery option promo

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Behavior on Year-End Online
Shopping Festivals

75%
Respondents shop more on
year-end online shopping
festival (double dates 9.9,
10.10, 11.11, 12.12)

57%
Respondents always
wait for double date
promo to shop

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Behavior on Year-End Online
Shopping Festivals

57%
Respondents also
58%
Respondents don’t have any
always wait for payday specific wishlist on year-end
promo online shopping festival, they
shop depending on what they
need at the time

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Behavior on Year-End Online
Shopping Festivals

76% respondents have set

specific budget before
shopping

31%
Although in reality, only
31% of the respondents
can really stick to their
budget

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Perception on Year-End Online
Shopping Festivals

70%
Respondents always create
wishlist/watchlist before shopping

59%
Respondents got year-end online shopping festivals
promo info through e-commerce’s app push
notifications

Most respondents are

eyeing for promo on these
marketplaces

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Behavior on Year-End Online
Shopping Festivals

85%
Respondents share
62%
Respondents share promo info
promo info to their via Whatsapp
friends and family

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Consumer Perception on Year-End Online
Shopping Festivals

73%
Respondents said the game
features/gamification on e-commerce
app do make their shopping journey
more pleasant

70%
respondents said e-commerce’s
live shows don’t necessarily
make them shop more

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.
 Top 3 Most Attractive Promos

Discount Cashback Free Delivery

Source: Online Shopping Behaviour Survey Q4 2021 conducted on 11-18 October 2021
to 13,358 respondents.