INDUSTRIES & MARKETS

Consumer shopping behavior

in Indonesia
 Table of Contents

01 Overview Awareness and interest in QR code payments among Indonesians 2022 21

Household final consumption expenditure per capita APAC 2022, by country 03

04 Online shopping
Share of online spending APAC 2023, by country 04
Monthly consumer confidence index (CCI) Indonesia 2020-2022 05 Preferred online shopping channels Indonesia 2022 23

Share of spending on food and non-food among urban households Indonesia 2016-2023 06 Online groceries usage intention Indonesia 2022 24
E-commerce usage intention Indonesia 2022 25

02 Purchase channels Share of population making online purchases Indonesia 2024, by gender 26

Product searches and purchases Indonesia 2022, by category and channel 08

05 Ethical consumption
Major FMCG sales channels Indonesia Q3 2023, by market share 09
Leading places for food supplies Indonesia 2022 10 Intention to purchase from firms offering pay equity Indonesia 2022 28

Preferred shopping channels for holiday shopping in Indonesia 2023 11 Intention to purchase from firms supporting employee diversity Indonesia 2022 29

Preferred clothes shopping locations Indonesia 2022 12 Intention to purchase environmentally friendly products Indonesia 2022 30

Preferred retail channels for makeup products among consumers Indonesia 2022 13 Consumer attitudes towards refurbished electronics products in Indonesia 2022 31

Frequency of shopping at the malls Indonesia 2022 14 Actions taken with used electronic products in Indonesia 2022 32
Growth rate of search queries for environmental topics Indonesia 2022 33

03 Payment methods
06 Consumer intentions
Number of users of digital payments in Indonesia 2018-2028 16
Popular payment methods for online shopping in the last three months Indonesia 2022 17 Intention to splurge Indonesia 2022, by generation and income level 35

Consumer preferences for digital versus traditional banks Indonesia 2022 18 Intention to splurge Indonesia 2022, by category 36

Opinion towards cashless payments among Indonesians 2021 19 Consumers trying a new shopping behavior since COVID-19 pandemic Indonesia 2022 37

Awareness and interest in contactless card payments among Indonesians 2021 20 Plan to stay with a new shopping habit after COVID-19 pandemic Indonesia 2022 38

1
CHAPTER 01

Overview
 Household final consumption expenditure per capita in the Asia-Pacific
region in 2022, by country (in U.S. dollars)
Household final consumption expenditure per capita APAC 2022, by country

Consumption expenditure per capita in U.S. dollars

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000

Australia 32,517.78

Hong Kong 29,315.94

New Zealand 25,792.79

Singapore 23,505.21

Japan 19,409.27

Macao 16,262.66

South Korea 15,718.67

Brunei 8,867.46

Malaysia 6,857.82

China 4,465.33

Thailand 3,516.12

Mongolia 2,758.2

Philippines 2,537.68

Sri Lanka 2,402.29

Indonesia 2,280.51

3 Description: In 2022, the household final consumption expenditure per capita in Australia amounted to approximately 32.51 thousand U.S. dollars. In comparison, the household final consumption expenditure per capita in Timor Leste amounted to 860.23 U.S. dollars
in 2022. Read more
Note(s): Asia, APAC; 2022
Source(s): World Bank
 Share of online spending in the Asia-Pacific region in 2023, by selected
country
Share of online spending APAC 2023, by country

Share of online spending

0% 10% 20% 30% 40% 50% 60% 70%

China 64%

India 64%

Thailand 59%

Australia 53%

Japan 49%

4 Description: According to a 2023 survey among consumers in the Asia-Pacific region, 64 percent of the consumer spending in China was online. In comparison, share of online spending in Japan was 49 percent in 2023. Read more
Note(s): Asia, APAC; April 6 to April 20, 2023; shoppers who shop online at least once a month
Source(s): Wunderman Thompson Commerce
 Consumer confidence index (CCI) in Indonesia from 2020 to 2022
Monthly consumer confidence index (CCI) Indonesia 2020-2022

140

128.9
128.2
130
124.7
123.2
121.7 120.3
118.5 119.6 119.9
119.1
117.7 118.3 117.2
120
113.8 113.4 113.1 113.1
111
107.4
Index score

110
104.4
101.5
100 96.5 95.5
92 93.4

90
84.8 86.2 86.9 84.9 85.8
83.8 83.4
79 80.2
77.8 77.3
80

70
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
20 20 20 20 20 20 20 20 20 20 20 20 21 21 21 21 21 21 21 21 21 21 21 21 22 22 22 22 22 22 22 22 22 22 22 22

5 Description: As at December 2022, the Indonesian consumer confidence index stood at 119.9 points, a slight increase compared to the previous month. The consumer confidence index score in Indonesia started to hit below 100 points for the first time in April 2020.
This decline can be attributed to the Covid-19 pandemic that has affected the rate of employment in Indonesia. Read more
Note(s): Indonesia; 2020 to 2022; 4,600 respondents; the survey was done among households
Source(s): Bank Indonesia
 Share of expenditure on food and non-food among urban households in
Indonesia from March 2016 to March 2023
Share of spending on food and non-food among urban households Indonesia 2016-2023

Food Non-food
60%
55.43% 54.19% 54.53%
53.3% 54.02% 54.1% 53.95% 53.46%

50% 46.7% 46.54%

45.98% 45.9% 46.05% 45.81% 45.47%
44.57%
Share of expenditure

40%

30%

20%

10%

0%
2016 2017 2018 2019 2020 2021 2022 2023

6 Description: As at March 2023, approximately 45.5 percent of urban households' expenditure in Indonesia was allocated for food and about 54.5 percent for non-food. During the period measured, there were no significant changes on the share of income spent on
food and non-food among urban households in Indonesia. Read more
Note(s): Indonesia; March 2016 to March 2023
Source(s): Statistics Indonesia
CHAPTER 02

Purchase channels
 Product searches and purchases in the last three months among
consumers in Indonesia as of August 2022, by category and channel
Product searches and purchases Indonesia 2022, by category and channel

Share of respondents

Only in stores Omnichannel Only online

0% 20% 40% 60% 80% 100% 120%

Vehicles 46% 51% 3%

Jewelry 41% 51% 8%
Tobacco products and smoking supplies 38% 55% 7%
Personal-care services 37% 47% 16%
Groceries/food for home 33% 60% 7%
Fitness and wellness services 20% 60% 20%
Vitamins, supplements, and over-the-counter medicine 20% 67% 13%
Personal-care products 18% 65% 16%
Sport and outdoor equipment and supplies 18% 67% 15%
Books, magazines, newspapers 18% 65% 18%
Kitchen and dining 17% 70% 13%
Household suppplies 17% 70% 12%
Pet food and supplies 17% 63% 20%
Footwear 16% 65% 19%

8 Description: According to a survey on consumer behavior conducted in Indonesia in 2022, omnichannel shopping was prevalent across all categories observed. The same survey found that 23 percent of the respondents had tried new digital shopping methods. Read
more
Note(s): Indonesia; August 23 to 30, 2022; 1,041 respondents; 18 years and older
Source(s): McKinsey & Company
 Leading sales channels of fast-moving consumer goods (FMCG) in
Indonesia as of 3rd quarter 2023, by market share
Major FMCG sales channels Indonesia Q3 2023, by market share

Market share
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Traditional trade 83%

Mini markets 7%

Specialty store 5%

Hyper/supermarkets 2%

Others 4%

9 Description: As of the third quarter of 2023, traditional trade held the highest market share of 83 percent in the fast-moving consumer goods (FMCG) sector in Indonesia. Mini markets followed with seven percent market share in the FMCG sector. Traditional trade has
been an important part of many Indonesians` lives. It is a familiar sight in Indonesian neighborhoods, and a place for bargaining and purchasing various consumer products. Read more
Note(s): Indonesia; Q3 2023
Source(s): Kantar Worldpanel
 Most preferred places to buy food supplies at least once per week in
Indonesia as of February 2022
Leading places for food supplies Indonesia 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%

Local market 33.4%

Supermarket 33.3%

Convenience store 19.4%

Street vendor 19.1%

Grocery store 13.5%

Mom and Pop store 5.9%

Other 2.6%

10 Description: According to a survey on places to buy food supplies in February 2022, around 33.4 percent of Indonesian respondents stated that they went to a local market once a week for their food supplies. Supermarkets were also among the most preferred places
for food supplies, stated by about 33.3 percent of the respondents. Read more
Note(s): Indonesia; February 2022; 1,249 respondents; 21 years and older
Source(s): Standard Insights
 Preferred shopping channels for holiday shopping in Indonesia as of
November 2023
Preferred shopping channels for holiday shopping in Indonesia 2023

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Both online and in brick-and-mortar shops 61%

Online only 37%

In brick-and-mortar/physical shops only 2%

Not shopping/not planning to shop 0%

11 Description: According to a survey on shopping behavior conducted by Rakuten Insight in November 2023, 61 percent of Indonesian respondents stated that they were planning to or had already shopped online and also in brick-and-mortar shops during the holiday
shopping period. Meanwhile, 37 percent of them preferred to do their holiday shopping exclusively online. Read more
Note(s): Indonesia; November 9 to 30, 2023; 6,660 respondents; 16 years and older; based on respondents who shopped during holiday sales
Source(s): Rakuten Insight
 Most preferred places where clothes are purchased in Indonesia as of
February 2022
Preferred clothes shopping locations Indonesia 2022

4.0%

3.5%
3.5% 3.3%
3%
3.0% 2.9%
Calculated average

2.5% 2.3%

2.0%

1.5%

1.0%

0.5%

0.0%
In-store Online (official websites) Retail outlets Online retailer Department stores

12 Description: According to a survey on preferred places to buy clothes in February 2022, the most preferred place for clothes shopping among Indonesian respondents were department stores, with an average of 3.5 out of five. In comparison, online clothes shopping
on official websites had an average of 2.9 out of five. Read more
Note(s): Indonesia; February 2022; 1,249 respondents; 21 years and older
Source(s): Standard Insights
 Preferred store types for makeup products among consumers in
Indonesia as of June 2022
Preferred retail channels for makeup products among consumers Indonesia 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40%

I shop roughly an equal amount at online and offline stores 34%

Mainly through e-commerce stores 28%

Mainly at physical retail stores 24%

I never/rarely buy cosmetics 14%

13 Description: According to a survey conducted by Milieu Insight in June 2022, 34 percent of respondents in Indonesia purchased makeup items at online stores about as much as offline stores. On the other hand, 28 percent of respondents mainly bought makeup
through e-commerce stores. Read more
Note(s): Indonesia; June 2022; 1,133 respondents
Source(s): Milieu Insight
 Frequency of shopping at the malls among consumers in Indonesia as of
February 2022
Frequency of shopping at the malls Indonesia 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Never 58.8%

In the last three months 10.4%

In the last months 12.5%

In the last week 7.3%

In the last few days 11%

14 Description: According to a survey on frequency of shopping at the mall in February 2022, approximately 58.8 percent of Indonesian respondents stated that they never went shopping at a mall. In comparison, about 12.5 percent of them went shopping at a mall in the
last months . Read more
Note(s): Indonesia; February 2022; 1,249 respondents; 21 years and older
Source(s): Standard Insights
CHAPTER 03

Payment methods
 Number of users of digital payments in Indonesia from 2018 to 2028 (in
millions)
Number of users of digital payments in Indonesia 2018-2028

250

204.97
200 190.19
175.1
Number of users in millions

160.34

150 144.3
128.2
111.13

100 94.4
79.68
64.74
52.64
50

0
2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

16 Description: The number of users in the 'Digital Payments' segment of the fintech market in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 60.7 million users (+42.07 percent). After the tenth consecutive increasing year, the
indicator is estimated to reach 204.97 million users and therefore a new peak in 2028. Notably, the number of users of the 'Digital Payments' segment of the fintech market was continuously increasing over the past years. Read more
Note(s): Indonesia; 2018 to 2028
Source(s): Statista
 Leading payment methods for online shopping in the last three months
among consumers in Indonesia as of June 2022
Popular payment methods for online shopping in the last three months Indonesia 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Mobile wallets (e.g. Apple Pay, Google Pay, GoPay..) 65%

Bank transfer 47%

Cash on delivery 45%

Credit/debit card 15%

Buy Now, Pay Later (BNPL) services 14%

Mobile payment apps (e.g. PayPal) 5%

Others 2%

17 Description: According to a survey on online shopping behavior conducted by Rakuten Insight in June 2022, 65 percent of respondents in Indonesia stated that they paid mobile wallets for their online shopping in the last three months. In comparison, 47 percent of
respondents paid via bank transfers. Read more
Note(s): Indonesia; June 12 to 30, 2022; 10,637 respondents; 16 years and older
Source(s): Rakuten Insight
 Preference for digital versus traditional banks among consumers in
Indonesia in 2022
Consumer preferences for digital versus traditional banks Indonesia 2022

60%
55%

50%
46%

40%
Share of respondents

30%

20%

10%

0%
Traditional banks Digital banks

18 Description: According to a survey on consumer payment behavior conducted in October 2022 in Indonesia, 55 percent of respondents preferred traditional banks as their principal banking institutions over digital ones. Traditional banks have been perceived as
trusted, reliable, and having good customer service. Read more
Note(s): Indonesia; September to October 2022; 6,550 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
 Attitudes towards cashless payment method usage among people in
Indonesia in 2021
Opinion towards cashless payments among Indonesians 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

View cashless as a safer way to pay 79%

Plan to use cashless payments more often 78%

Support government initiatives of going cahsless 73%

Prefer shops that accept cashless payment 63%

19 Description: According to a survey on consumer payment behavior conducted in September 2021 in Indonesia, approximately 79 percent of respondents stated that they viewed cashless payment as a safer way to pay. Meanwhile, 78 percent of the surveyed
consumers had planned to use cashless payments more often. Read more
Note(s): Indonesia; August to September 2021; 6,520 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
 Share of people who are aware of and interested in contactless card
payments in Indonesia in 2021
Awareness and interest in contactless card payments among Indonesians 2021

80%
75%

70%
63%

60%
Share of respondents

50%

40%

30%

20%

10%

0%
Awareness Interest

20 Description: According to a survey on consumer payment behavior conducted in September 2021 in Indonesia, approximately 75 percent of respondents stated that they had been interested in contactless card payment methods. Convenience, physical safety, and
simplicity of use were the three main reasons for contactless card usage. Read more
Note(s): Indonesia; August to September 2021; 6,520 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
 Share of people who are aware of and interested in QR code payments in
Indonesia as of October 2022
Awareness and interest in QR code payments among Indonesians 2022

100%
92%
90%
82%
80%

70%
Share of respondents

60%

50%

40%

30%

20%

10%

0%
Awareness Interest

21 Description: According to a survey on consumer payment behavior conducted in October 2022 in Indonesia, approximately 82 percent of respondents stated that they had been interested in QR code payment methods. Meanwhile, 62 percent of the surveyed
consumers indicated having used these payment methods in the same year. Read more
Note(s): Indonesia; September to October 2022; 6,550 respondents; 18-65 years; among consumers in Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam, and Cambodia
Source(s): Visa Inc.
CHAPTER 04

Online shopping
 Preferred online shopping channels in the past three months among
consumers in Indonesia as of June 2022
Preferred online shopping channels Indonesia 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

E-commerce marketplaces (e.g. Shopee, Lazada, Amazon, AliExpress, etc) 92%

Social commerce (e.g. Facebook, Instagram, TikTok, etc) 25%

Shopping apps 16%

Retailer/Brand websites 9%

C2C marketplaces (e.g. Ebay, Etsy, Carousell, etc) 5%

Others 1%

23 Description: According to a survey on online shopping behavior conducted by Rakuten Insight in June 2022, 92 percent of respondents in Indonesia stated that they shopped from e-commerce marketplaces in the past three months. Among the leading e-commerce
marketplaces in Indonesia are Tokopedia, Shopee, and Lazada. In comparison, only nine percent of respondents shopped from retailer and brand websites. Read more
Note(s): Indonesia; June 12 to 30, 2022; 10,725 respondents
Source(s): Rakuten Insight
 Intention to use online grocery services in the next 12 months among
consumers Indonesia in 2022
Online groceries usage intention Indonesia 2022

Less 16%
More 19%

Same 65%

24 Description: According to a survey conducted in 2022, 65 percent of Indonesian respondents stated that they intended to keep their online grocery usage at the same level in the following 12 months. Meanwhile, 19 percent of them would use online grocery services
more in the future. Read more
Note(s): Indonesia; 2022; 948 respondents
Source(s): Bain & Company; Google; Temasek Holdings
 Intention to use e-commerce in the next 12 months among consumers
Indonesia in 2022
E-commerce usage intention Indonesia 2022

Less 18%

More 32%

Same 50%

25 Description: According to a survey conducted in 2022, 50 percent of Indonesian respondents stated that they intended to keep their e-commerce usage at the same level in the following 12 months. Meanwhile, 32 percent of them would use e-commerce more in the
future. Read more
Note(s): Indonesia; 2022; 948 respondents
Source(s): Bain & Company; Google; Temasek Holdings
 Share of population who made a purchase on the internet in the past year
in Indonesia as of January 2024, by gender
Share of population making online purchases Indonesia 2024, by gender

Share of population
0% 5% 10% 15% 20% 25%

Female 21.5%

Male 14.8%

Total 18.2%

26 Description: As of January 2024, females aged 15 years and older made more online transactions than males in Indonesia, according to 21.5 percent of the respondents. The data also showed that around 29 percent of the population made a digital payment in the
past year. Read more
Note(s): Indonesia; January 2024; 15 years and older; among those that owns or uses financial products and services; among those who made a purchase on mobile phone
Source(s): DataReportal; Meltwater; We Are Social; World Bank
CHAPTER 05

Ethical consumption
 Intention to purchase from companies that offer employees fair pay
among consumers in Indonesia in 2022
Intention to purchase from firms offering pay equity Indonesia 2022

70%
62%
60%

50%
Share of respondents

40%

30% 28%

20%

10%
10%

0%
Stay the same Increase Decrease

28 Description: According to a survey in Indonesia in 2022, more than 60 percent of the respondents stated that they would retain their spending on companies that pay their employee fairly. Meanwhile, 28 percent of consumers would increase their spending on such
businesses. Read more
Note(s): Indonesia; 2022; 1,000 respondents
Source(s): McKinsey & Company
 Intention to buy from companies that promote diversity of employees
among consumers in Indonesia in 2022
Intention to purchase from firms supporting employee diversity Indonesia 2022

70%
65%

60%

50%
Share of respondents

40%

30%

20%
20%
15%

10%

0%
Stay the same Increase Decrease

29 Description: According to a survey in Indonesia in 2022, more than 60 percent of the respondents stated that they would retain their spending on businesses that support employee diversity. Meanwhile, 20 percent of consumers would increase their spending on such
businesses. Read more
Note(s): Indonesia; 2022; 1,000 respondents
Source(s): McKinsey & Company
 Intention to pay a higher price to get a more environmentally friendly
product among consumers in Indonesia in 2022
Intention to purchase environmentally friendly products Indonesia 2022

60%
54%

50%

40%
40%
Share of respondents

30%

20%

10% 7%

0%
Decrease Stay the same Increase

30 Description: According to a survey in Indonesia in 2022, more than half of the respondents stated that they would maintain their current budget to get a more environmentally friendly product. Meanwhile, seven percent of respondents said that they would decrease
their intention to pay a higher price for such products. Read more
Note(s): Indonesia; 2022; 1,000 respondents
Source(s): McKinsey & Company
 Consumer attitudes towards refurbished electronics products in Indonesia
as of September 2022
Consumer attitudes towards refurbished electronics products in Indonesia 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Refurb considerers 46%

Refurb rejecters 35%

Refurb purchasers 19%

31 Description: According to a survey conducted in September 2022 in Indonesia, 46 percent of respondents stated that they would describe themselves as refurb considerers. Only 19 percent of the respondents were refurb purchasers. Read more
Note(s): Indonesia; September 7 to 29, 2022; 1,051 respondents; 18 years and older
Source(s): YouGov
 Actions taken with electronics products that were no longer needed by
consumers in Indonesia as of September 2022
Actions taken with used electronic products in Indonesia 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Trade in for an exchange/upgrade 42%

Use a repair, refurbishing service 17%

Use a recycling service 8%

32 Description: According to a survey conducted in September 2022 in Indonesia, 42 percent of respondents reported using a repair or refurbishing service for their electronic products when they no longer needed them. Only 8 percent of respondents used a recycling
service, far below the global average of 26 percent. Read more
Note(s): Indonesia; September 7 to 29, 2022; 1,051 respondents; 18 years and older
Source(s): YouGov
 Growth rate of search queries for environmental topics in Indonesia in
2022
Growth rate of search queries for environmental topics Indonesia 2022

Growth rate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Electric vehicle 80%

Sustainability 60%

Carbon footprint 50%

Food waste 40%

33 Description: In 2022, Indonesians searched for electric vehicles on Google 80 percent more than the previous year, followed by sustainability with 60 percent increase in search queries. In that year, Indonesians were searching for options to cut their spending, and at
the same time, to become more environmentally conscious. Read more
Note(s): Indonesia; 2022
Source(s): Google Trends; Think with Google
CHAPTER 06

Consumer intentions
 Intention to splurge in Indonesia as of August 2022, by generation and
income level
Intention to splurge Indonesia 2022, by generation and income level

Share of respondents

High income Middle income Low income

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

45%
Gen Z 74%
51%

81%
Millennials 51%
44%

55%
Gen X 29%
26%

0%
Baby boomers* 22%
17%

35 Description: According to a survey conducted in August 2022, 81 percent of millennials with high-income levels in Indonesia had intentions to treat themselves by spending more in 2022. Similarly, 74 percent of Indonesian Gen Z with middle-income level also planned
to do so. Read more
Note(s): Indonesia; August 2022; 1,041 respondents; 18 years and older; *Includes silent generation. Original question: "With regard to products and services you will spend money on, do you plan to splurge/treat yourself in 2022? For example, are [...] Read more
Source(s): McKinsey & Company
 Intention to splurge in the next three months among Indonesians as of
August 2022, by category
Intention to splurge Indonesia 2022, by category

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Travel, lodging, vacation 46%

Apparel, shoes, accessories 44%
Restaurants, dining out, bars 38%
Out-of-home entertainment 35%
Electronics 29%
Makeup, skin care products 29%
Household essentials 27%
Personal services 25%
Items for your home 21%
Sports apparel and equipment 17%
Fitness 10%
Outdoor living 10%
Pets 6%

36 Description: According to a survey conducted in August 2022, 46 percent of the respondents in Indonesia stated that they planned to splurge on travel, lodging, and vacation in the next three months. This was followed by apparel, shoes, and accessories, with 44
percent of the respondents saying they would splurge on these. Read more
Note(s): Indonesia; August 23 to 30, 2022; 1,041 respondents; 18 years and older
Source(s): McKinsey & Company
 Share of consumers who had tried a new shopping behavior since the
coronavirus (COVID-19) pandemic in Indonesia as of August 2022
Consumers trying a new shopping behavior since COVID-19 pandemic Indonesia 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

Different retailer/store/website 64%

Different brand 42%

New shopping method (including curbside pick-up and delivery apps) 39%

Private label /store brand 38%

New social-commerce shopping 27%

Any new shopping behavior 23%

New digital shopping method 23%

37 Description: According to a survey on consumer behavior since the coronavirus (COVID-19) pandemic conducted in Indonesia in 2022, 64 percent of the surveyed respondents stated that they had tried a different retailer, store, or website. Indonesian consumer have
also tried a different brand, as stated by 42 percent of the respondents. Read more
Note(s): Indonesia; August 23 to 30, 2022; 1,041 respondents; 18 years and older
Source(s): McKinsey & Company
 Consumers' intention to continue a new shopping habit after the
coronavirus (COVID-19) pandemic in Indonesia as of August 2022
Plan to stay with a new shopping habit after COVID-19 pandemic Indonesia 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Different retailer/store/website 94%

Different brand 89%

New shopping method (including curbside pick-up and delivery apps) 92%

Private label/store brand 89%

New social-commerce shopping 89%

New digital shopping method 89%

38 Description: According to a survey on consumer behavior conducted in Indonesia in 2022, 94 percent of the surveyed respondents stated that they would continue shopping at the new retailer, store, or website they had tried during the coronavirus (COVID-19)
pandemic. The same survey found that 23 percent of the respondents had tried a new digital shopping method. Read more
Note(s): Indonesia; August 23 to 30, 2022; 1,041 respondents; 18 years and older
Source(s): McKinsey & Company
 Sources

Bain & Company

Bank Indonesia
DataReportal
Google
Google Trends
Kantar Worldpanel
McKinsey & Company
Meltwater
Milieu Insight
Rakuten Insight
Standard Insights
Statista
Statista Digital Market Insights
Statistics Indonesia
Temasek Holdings
Think with Google
Visa Inc.
We Are Social
World Bank
Wunderman Thompson Commerce
YouGov

39