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E-envy: Online commerce platforms vie for consumer loyalty
On average, people in Indonesia shop across 3.8 different platforms before making a purchase decision.
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A recent study predicts that there will be 310 million digital consumers in Southeast Asia by 2025, a notable expansion from the 250 million consumers in 2018. (Shutterstock.com/one photo)
E
-commerce platforms in Indonesia are competing for consumer loyalty as people continue to shop around on different platforms, joint research by Facebook and Bain & Company shows.
The study, titled Riding the Digital Wave: Southeast Asia’s Discovery Generation, found that, on average, people in Indonesia shop across 3.8 different platforms before making a purchase decision.
Rahmi Tri Wahyutika, 22, has been an online shopper for about five years and has tried seven different e-commerce platforms so far. Shopee and Tokopedia are her go-to options.
“Normally, I compare [prices on] two platforms for small purchases or purchases under Rp 1 million [US$73.16]. But for purchases above Rp 1 million, I check almost every platform,” Rahmi told The Jakarta Post on Thursday.
She added that she also shopped at different marketplaces because some brands would only sell on one platform and certain platforms were more trustworthy than others.
Jaya Wina Santiya started her online shopping journey in 2012. The 23-year-old freelance illustrator shops on almost 10 different e-commerce platforms and only makes six to ten purchases every year.
“I buy things only when I need them,” she said, adding that she usually compared different marketplaces based on the product she was looking for. When buying art supplies for her work, for example, she frequented Tokopedia, Bukalapak and Shopee.
