The Social Commerce

Landscape in Indonesia
September 2022
N total = 1,020

Gender Men Women Area

50% 50%

Ages Greater Jakarta 35%

Bandung 7%
18 - 25 y.o 67% Surabaya 7%
26 - 35 y.o 22% Medan 3%
36 - 45 y.o 9% Semarang 3%
46 - 55 y.o 2% Other cities in Java 4%
Other cities in Indonesia 41%
Education
Personal Income
Bachelor/Master/Professional 32%
3rd Diploma 8% > Rp10,000,000 8%
High School 56% Rp6,000,001 - Rp10,000,000 14%
Junior High School 3% Rp4,000,001 - Rp6,000,000 15%
Elementary School 1% Rp2,500,001 - Rp4,000,000 15%
Rp1,250,001 - Rp2,500,000 15%
Occupation Rp750,001 - Rp1,250,000 10%
< Rp750,000 23%
Worker 60%
Student 27%
Housewife 5%
Marital Status
Looking for a job 8% Single 70%
Married with kids 24%
SES Married without kids 5%
Widowed/Divorced with kids 1%
Upper 31%
Widowed/Divorced without kids 0%
Middle 42%
Lower 27%
28 July - 9 Aug 2022

*top choice answer

Insights & Findings

September 2022
Newsletter
 N total = 1,020

People’s Awareness of Social Commerce

Talking about social commerce, nearly half of the respondents are still not aware of
the new trend. Around 6 out of 10 respondents defined “Social Commerce” as buying
and selling activities on social media.

In your opinion,
Awareness of Social Commerce what is “Social Commerce”?
52% 22% 26%
Transactions on
65%
social media
Yes, I know
Transactions in
I don’t know group on social media 17%

Doubtful
Transactions
2%
between friends

Transactions
9%
using content

Not sure 7%

M6. Are you familiar with the term "Social Commerce"? | M7. In your opinion, what is "Social Commerce"?
Shopping on Social Media

September 2022
Newsletter
 N total = 1,020

Shopping on Most Used Platform

Social Media
N ever purchased on social media = 880

In general, 4 out of 5 respondents have

tried to shop via social media platforms,
mainly from TikTok Shop and WhatsApp. 46% 21% 10% 10%
Clothing is the main category they
purchased, followed by beauty products
and F&B, with average spending of IDR
274,034 every month. Others

1% 1% 1% 10%
Shopping on Social Media

Top Purchase Categories

14% N ever purchased on social media = 880

Clothing 61%
Beauty product 43%
Food and beverages 38%

86% Cellphone and accessories

Home appliances
31%
24%
Woman’s bag 24%
Electronic equipment 21%
Ever tried Hobby 21%

Never tried
Average spending/month : IDR 274,034

M1. From the list of social media platforms below, which social media have you used to buy products/services? (Select all that are appropriate)
M2. From the list of social media platforms below, which social media do you use the most to buy products/services? (Choose one answer)
M4. What products do you usually buy from social media? (Select all that are appropriate) | M5. How much of your total spending to shop on social media in the past month? (Choose one answer)
 N total = 1,020

Shopping Experience on Social Media

In the future, WhatsApp will be less used for shopping experience while Instagram
will have closer competition with TikTok Shop.

54% 54% 39% 30% 21% 21%

24% 35% 9% 9% 5% 7%

Others None

5% 5% 10% 8% 14% 10%

Ever Used Consider to Use

June 2022
M1. Newsletter
From the list of social media platforms below, which social media have you used to buy products/services? *multiple choice answer
M3. From the list of social media platforms below, which social media will you use to buy products/services in the future?
 N total = 1,020

Shopping Experience on Social Media -

Breakdown by demography
TikTok Shop is mostly used by females, while WhatsApp and Instagram are mostly
used by 36-45 years old adults.

Other Other
Ever Used Social Media Cities in Cities in
Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower Greater Surabaya Medan Bandung Semarang
for Shooping Jakarta Java Indonesia

508 512 682 226 94 18* 313 431 276 354 69 31 69 37 39 421

TikTok Shop 54% 44% 63% 56% 53% 34% 56% 53% 55% 52% 54% 59% 55% 55% 49% 46% 53%

WhatsApp 39% 42% 36% 35% 41% 56% 44% 44% 41% 29% 45% 36% 35% 30% 38% 31% 36%

Instagram Shop 24% 26% 21% 23% 23% 30% 28% 27% 24% 19% 28% 32% 29% 22% 19% 18% 19%

Facebook Shop 21% 30% 11% 19% 22% 26% 28% 21% 23% 17% 19% 17% 35% 19% 8% 13% 23%

Telegram 9% 11% 7% 9% 8% 14% 22% 11% 10% 6% 12% 7% 16% 10% 16% 5% 7%

Line Store 5% 6% 4% 5% 4% 6% 6% 6% 6% 2% 8% 1% 10% 4% 5% 3% 3%

Pinterest 5% 6% 4% 4% 4% 10% 17% 6% 6% 2% 6% 4% 10% 6% 8% 0% 4%

Others 10% 5% 14% 10% 11% 7% 17% 7% 8% 16% 8% 7% 16% 14% 14% 10% 10%

Never experience
14% 18% 9% 14% 12% 17% 11% 13% 12% 17% 14% 9% 10% 16% 14% 26% 13%
(NONE)

*small base

M1. From the list of social media platforms below, which social media have you used to buy products/services? (Select all that are appropriate)
 N total = 1,020

Future Plan For Shopping on Social Media -

Breakdown by demography
TikTok Shop users will continue to be dominated by 18-25 years old females in smaller
cities across Java. Meanwhile, Instagram Shop will be boosted by upper level
consumers, and WhatsApp will be mostly used by older generations.

Other Other
Future Social Media Cities in Cities in
Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower Greater Surabaya Medan Bandung Semarang
For Shopping Jakarta Java Indonesia

508 512 682 226 94 18* 313 431 276 354 69 31 69 37 39 421

TikTok Shop 54% 48% 60% 58% 49% 39% 61% 54% 53% 57% 54% 51% 55% 59% 51% 64% 53%

Instagram Shop 35% 37% 33% 34% 35% 37% 56% 40% 35% 28% 41% 35% 39% 30% 41% 21% 31%

WhatsApp 30% 37% 24% 28% 33% 41% 33% 37% 32% 22% 34% 33% 26% 28% 38% 23% 28%

Facebook Shop 21% 32% 11% 19% 25% 30% 22% 20% 25% 17% 23% 13% 26% 22% 14% 18% 22%

Telegram 9% 11% 6% 9% 8% 9% 11% 9% 12% 3% 12% 10% 13% 7% 8% 3% 6%

Line Store 7% 8% 7% 7% 8% 9% 17% 8% 10% 2% 10% 7% 3% 13% 8% 3% 5%

Pinterest 5% 5% 4% 4% 6% 5% 11% 5% 7% 2% 7% 3% 6% 4% 5% 5% 3%

Others 8% 5% 12% 7% 12% 9% 11% 4% 9% 13% 5% 9% 6% 12% 11% 10% 10%

Will not shop

10% 11% 9% 10% 10% 16% 6% 11% 10% 10% 10% 7% 13% 10% 11% 15% 10%
on socmed

*small base

M1. From the list of social media below, which social media will you use to buy products/services in the future? (Select all that are appropriate)
Shopping on Social
Commerce Platform

September 2022
Newsletter
 N aware of social commerce platforms = 553

Social Commerce Platforms Awareness

and Shopping Experience
Among those who are aware of social commerce platforms, some of them never
used the apps. Meanwhile, Evermos, Kitabeli and Dusdusan are the three most
used platforms among respondents.

21% 22% 17% 14% 14% 12% 11% 9%

9% 8% 9% 7% 6% 7% 8% 5%

46%
8% 5% 7% 5% 5% 5% don’t know
any social
commerce
Aware Ever used plaform

June 2022
M9.Newsletter
Which of the following social commerce platforms have you used? (Select all that are appropriate)
 N aware of social commerce platforms = 553

Shopping Experience on
Social Commerce Platforms -
Breakdown by demography
Evermos users are mostly coming from Bandung, while
Kitabeli users are dominated by respondents from Surabaya.
On the other hand, 35% of respondents have never used social
commerce platforms, with the majority of them are females.

M9. Which of the following social commerce platforms have you used? (Select all that are appropriate)
 N aware of social commerce platforms = 553

Other Other
Social Commerce Male Female 18-25 26-35 36-45 46-55 Upper Middle Lower Greater Surabaya Medan Bandung Semarang Cities in Cities in
Jakarta Java Indonesia

287 256 351 140 52 10* 183 243 127 209 40 18* 39 20* 21* 206

Evermos 22% 25% 18% 20% 24% 27% 20% 21% 21% 24% 21% 20% 22% 36% 25% 5% 21%

Kitabeli 14% 15% 12% 13% 14% 15% 30% 16% 15% 9% 15% 25% 22% 15% 10% 5% 11%

Dusdusan 12% 12% 12% 9% 19% 13% 30% 14% 14% 7% 16% 10% 11% 18% 20% 0% 8%

Dagangan 9% 13% 6% 9% 9% 13% 10% 12% 8% 8% 12% 5% 17% 8% 15% 0% 7%

Mapan 8% 8% 8% 6% 11% 10% 10% 10% 8% 2% 11% 5% 0% 10% 10% 0% 5%

Selleri 7% 9% 5% 7% 6% 8% 10% 9% 8% 2% 8% 10% 6% 5% 10% 5% 6%

Grupin 7% 9% 4% 6% 6% 12% 10% 7% 9% 3% 11% 3% 0% 8% 5% 5% 3%

Credimart 5% 7% 3% 5% 6% 4% 10% 5% 5% 4% 5% 3% 11% 3% 15% 10% 4%

Woobiz 5% 7% 2% 6% 3% 4% 0% 5% 5% 5% 4% 8% 6% 3% 10% 0% 6%

Chilibeli 5% 6% 4% 5% 4% 4% 0% 5% 5% 2% 6% 0% 11% 5% 5% 5% 3%

Ibusibuk 5% 5% 5% 4% 6% 8% 0% 4% 7% 1% 7% 3% 0% 8% 5% 0% 3%

Super 4% 6% 2% 4% 3% 4% 10% 7% 3% 2% 6% 0% 0% 0% 5% 0% 4%

RateS 4% 5% 2% 4% 1% 4% 10% 4% 4% 2% 5% 5% 6% 3% 5% 0% 2%

Otozilla 3% 5% 2% 4% 3% 4% 0% 2% 5% 3% 5% 0% 6% 0% 5% 0% 3%

Berkahi 3% 5% 2% 3% 3% 10% 0% 4% 3% 2% 4% 0% 6% 3% 5% 5% 2%

Shox 3% 4% 3% 3% 2% 6% 0% 4% 4% 1% 4% 0% 11% 3% 10% 0% 2%

None 35% 28% 42% 35% 34% 37% 20% 31% 37% 37% 34% 25% 22% 23% 35% 67% 37%

*small base

M9. Which of the following social commerce platforms have you used? (Select all that are appropriate)
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