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Banner blog Indonesia E-commerce Trends – 2nd Semester of 2023

TikTok Shop Closed for 2 Months, Which E-commerce Consumers Turn to?

There is an interesting issue in terms of online business this year, namely TikTok Shop which was closed for two months. Meanwhile, in terms of sales strategy, live shopping features and affiliate links are still in demand.

Jakpat conducted a survey to find out the behavior and habits of Indonesians who like to shop online in the second half of 2023. The report, which involved 1509 respondents, also looked at how shopping platforms are used in e-commerce and quick-commerce as well as sales strategies, especially live shopping and affiliate links.

The survey results stated that 88% of respondents made online transactions in the second half of 2023. As many as 43% of e-commerce users like to shop online at 18.01-21.00 WIB, while quick-commerce users at 09.01-12.00 WIB with a percentage of 46%.


Online shopping payments

Digital wallets (e-wallets) are the most widely used payment method by e-commerce buyers (73%). Furthermore, there is cash on delivery (COD) and mobile/internet banking systems with 58% and 42% respectively. This trend also applies to quick-commerce payments with e-wallet percentages of 76%, COD 50%, and mobile/internet banking 48%.

The amount of e-commerce users spending is almost twice of quick-commerce users. The average shopping expenditure in e-commerce per month is Rp429,509 while in quick-commerce is Rp227,222.


Live shopping & affiliate link
Live shopping and affiliate links are two familiar online sales strategies. As many as 87% of respondents claimed to have watched live shopping and 77% of them made transactions via the feature.

Head of Research Jakpat, Aska Primardi, assessed that the live shopping model does provide a new and unique experience for consumers. It makes sense that consumers interested in live shopping in semester 2 will increase compared to semester 1 2023*.

“It’s not surprising that they are interested in this experience. Although this live shopping option will not replace 100% of online commerce transactions in e-commerce,” he said.

Meanwhile, 4 out of 5 online shoppers have opened affiliate links from social media and 70% of them decided to buy the product.


When TikTok Shop vacuum
In the second half of 2023, TikTok Shop was closed on October 4, 2023 due to the policy of banning social commerce services based on Minister of Trade Regulation Number 31 of 2023. However, this shopping service will reopen on December 12, 2023 by cooperating with Tokopedia.

The temporary closure was quite influential. The percentage of Tiktok Shop users decreased from 22% to 17% compared to the previous semester. This contrasts with Lazada users who rose 6% from 26% to 32%.

Meanwhile, the percentage of users of two other e-commerce, namely Shopee and Tokopedia, has not changed with 76% and 38% respectively throughout 2023.

“With the vacuum of TikTok Shop in the middle of semester 2, shoppers try to find the same experience through other platforms. From here, you can see Shopee Live which has increased for live shopping. This is reasonable considering that overall, the most popular e-commerce platform is still Shopee,” said Aska.


Get the details on our report here.

Indonesia E-Commerce Trends 2nd Semester of 2023 - Jakpat Premium Report

Indonesia E-commerce Trends – 2nd Semester of 2023

During the second half of 2023, the total money spent on online shopping dropped compared to the previous year, signalling a potential downturn in consumer purchasing power. Notably, this drop in spending is most apparent among the Millennial generation and those with lower incomes.

Thus, Jakpat conducted a tracking survey related to e-commerce trends in the second semester of 2023.

Key research points:

  • Online shopping behavior
  • Perception of e-commerce and quick-commerce players in Indonesia
  • The usage of live shopping and affiliate links as marketing strategies

Here are some previews of the report:

Table of Contents E-commerce Trends - 2nd Sem 2023 [FREE] E-Commerce Trends 2nd Semester 2023-Jakpat Premium Report_241223_10

Time to Shop E-commerce Trends - 2nd Sem 2023

Complete Report Can Be Downloaded Below

Want to Run A Survey?

or Email Us at partner@jakpat.net


Live Shopping & Affiliate Link: Blurring The Line Between E-Commerce and Entertainment

Indonesian consumers are drawn to the effortless purchasing experience provided by e-commerce platforms as the digital landscape develops. The convenience of browsing through an extensive range of goods and making purchases from the comfort of their homes has completely changed the way people buy.  Remarkable speed of which purchases are processed and delivered, oftenly exceeds traditional retail timelines, resonates deeply with the fast-paced way modern- Indonesians’ life.

Jakpat conducts surveys annually to understand this trend. In the first semester of 2023, Jakpat surveyed 1,485 people on the trends in using e-commerce as a shopping medium. The study was carried out between February and May 2023 to understand people’s behavior when purchasing online, how they use e-commerce, and what marketing tactics work best, used by vendors on the platform as well as e-commerce sites.

Jakpat report shows, 88% of online shoppers made purchases during the first semester of 2023. E-wallets or digital wallets are the preferred method of payment when conducting e-commerce transactions, chosen by 72% of respondents who had already made a purchase.

Yet it’s not only about convenience and service speed, but also guarantee of sellers’ credibility in maintaining product’s quality, security, and dependable customer service, have built a sense of trust in Indonesian consumers. This is in line with what was conveyed by Aska Primardi, Head of Research of Jakpat, “The convenience, speed, and credibility of sellers makes online shopping activities still attractive to the people of Indonesia. These values ​​seem to be able to replace the discount value, which has apparently started to decline during the past year. This value is currently seen as the majority of e-commerce’s bare minimum service standard.”

The Phenomena Called Live Shopping & Affiliate Link

Live shopping has emerged as an engaging evolution of the online shopping experience, seamlessly combining the participatory element of social media platforms with the appeal of retail therapy. Jakpat reports, 9 out of 10 online shoppers have visited a live shopping broadcast.

Live shopping broadcasts are hosted by brands or influencers that showcase items and interact directly with viewers despite their location. This personal interaction gives customers a direct line of communication to ask questions, get answers, and learn more about products. Passive scrolling seems to have transformed into a social event, thanks to the live format. On the other hand, the combination of social media and live shopping creates a sense of exclusivity and urgency.

Responding to this phenomenon, Aska stated, “Consumers seek unique value from their shopping experience, and live shopping is one of the examples. Real-time shopping in limited time, spontaneous interaction with the seller and other shoppers, surprises from the host, and the perception as if they are competing for limited stock, will make a consumer become a loyal shopper.”

On the other hand, Jakpat highlights the existence of  affiliate links in online shopping. Serves as a powerful conduit between consumers and products, affiliate links promote a mutually beneficial relationship for both shoppers and content creators. These links, which are frequently included in social media posts or review websites, enable influencers or affiliates to recommend particular products to their audience. This symbiotic relationship between e-commerce, sellers, and content creators, promotes honest product endorsements and gives consumers more control over their buying experiences. Jakpat report reveal that 8 out of 10 online shoppers have clicked the affiliate link in social media, and more than half decided to buy from the link.

How much do consumers spend in a month for online shopping? Do consumers really visit live shopping and make their purchase? How about the competition among e-commerce?

Get the details in our report here.

Header-[Premium Report] E-Commerce 1st Sem 2023_V7

Indonesia E-Commerce Trends – 1st Semester of 2023

To excel in competition, online sellers and e-commerce platforms must consistently track trends. There are new trends in e-commerce world such as utilizing third-party affiliators for promotions, and also live shopping which has become a popular strategy among sellers. In this report, Jakpat will share our research findings related to the habit of online shopping.

These results are based on a survey conducted monthly in the first semester of 2023.

Key research points:

  • Online shopping behaviour
  • The usage of several e-commerce players in Indonesia, including marketplace and quick commerce
  • The usage of various marketing strategies

Here are some previews of the report:
e-commerce 1 e-commerce 2

Complete Report Can Be Downloaded Below

Want to Run A Survey?

or Email Us at partner@jakpat.net

e-commerce trends

E-Commerce Trends in the Second Semester of 2022 in Indonesia

Jakpat published its regular report “Indonesia E-Commerce Trends” for the second half of 2022. This report covers survey results to nearly 3000 respondents about their shopping habits and experiences through e-commerce platforms  during the second  semester of 2022. It shows how users experience shopping on  major marketplace platforms such as Shopee, Tokopedia, Lazada, and others. The report also highlights TikTok Shop’s penetration into the world of e-commerce in Indonesia.

One Comes, the Other Goes

As we know, TikTok is a popular social media with the concept of short videos. However, TikTok doesn’t stop there. The new live video feature makes it easier for users to interact and offers an online buying and selling transaction service  that can be done without leaving the social media application. This breakthrough turned out to get significant attention from the public. Jakpat’s report shows that the number of  people shopping on TikTok Shop in  the second half of 2022 has exceeded the number of online shoppers on several existing e-commerce platforms, such as JD.ID or Blibli.

With regard to JD.ID shutting down its services in early 2023, Jakpat’s report shows that this has no major effect on their users. The reason is that 100% of JD users utilize more than one e-commerce platform during the second half in 2022. These JD.ID users tend to choose to move to Tokopedia when  the platform closes.

Cashback Becomes One of the Most Popular Promotional Programs

Compared to 2021, at the end of 2022, users showed more enthusiasm for promotional programs such as free shipping, discounts, cashback, and flash sales. Cashbackitself attracts the attention of 7 out of 10 users and is included in the top three popular  promotion programs.

Possibly, this is related to the use of e-wallets or digital wallets as one of the most preferred payment methods by users. The use of digital wallets makes it easier for users to get cashback, considering that most cashback promos can be obtained if you use digital wallets. The use of this digital wallet is also popular in all segments, both women, men, as well as Gen Z, Millennials, and Gen X.

The case is different with credit cards. Credit card as an online shopping payment method is still not popular enough among Gen Z when compared to Millennials, especially Gen X.

“It is interesting if we see the use of credit cards among Gen Z which is not as much as the generation before them, which is in line with surveys conducted by Jakpat regarding finance and financial technology. One factor that might contribute is the requirements and process of credit card registration which is not exactly easy and quite complicated,” said Aska Primardi, Head of Research Jakpat.

Get the details in our report here.

Header Premium Report - E-Commerce Trends 2022 2nd Sem-V1

Indonesia E-Commerce Trends 2nd Half of 2022 – JAKPAT Survey Report 2023

E-commerce platforms are constantly evolving to keep up with consumer trends. One of the latest trends that has caught everyone’s attention is social commerce. Shopping through social media platforms has become a popular way to shop, offering users a different experience from traditional online marketplaces. To stay competitive, it’s crucial for e-commerce platforms to monitor and adapt to these emerging trends. Thus, JAKPAT is consistently monitoring the trends each semester. In this E-Commerce Trends of 2nd Half of 2022 edition, JAKPAT will present survey results on consumer behavior when shopping through some major marketplace platforms in Indonesia, while also incorporating findings on social commerce and quick commerce. By staying up-to-date with emerging trends, e-commerce platforms can continue to provide the best shopping experiences for their users.

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For more detailed data, please download the PDF file down below.

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