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Mom and baby e-commerce to grow in double digits amid pandemic baby boom
A recent study by consulting firm Redseer projects that online channels will contribute up to 10 percent of total mom and babycare sales by 2025, adding more than US$1 billion in value.
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Indonesia is home to more than 270 million people and annually welcomes 4.8 million births. However, the country is expected to see around 400,000 more births than usual this year as families struggled to access birth control in March last year due to COVID-19, according to the National Population and Family Planning Board (BKKBN). (JP/Bangkit Jaya Putra)
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omestic online demand for mom and babycare-related products is predicted to see a double digit growth by 2025 amid the ongoing internet-shopping craze and expected baby boom following the pandemic.
A recent study by management consulting firm Redseer projects that online channels will contribute up to 10 percent of total mom and babycare sales by 2025, adding more than US$1 billion in value. Last year, the segment was worth $10 billion with online channels accounting for about 4 percent of sales.
The firm attributed such growth to Indonesia’s rising number of online shoppers, increasingly tech-savvy mothers and the expected baby boom due to lower contraceptive use during the pandemic.
“These unexpected births translate into an opportunity for the mom and babycare segment to grow,” the study noted.
Indonesia is home to more than 270 million people and annually welcomes 4.8 million births. However, the country is expected to see around 400,000 more births than usual this year as families struggled to access birth control in March last year, according to the National Population and Family Planning Board (BKKBN).
Read also: With limited access to birth control, Indonesia set to see a COVID-19 baby boom
At the same time, the number of online shoppers grew from 75 million in 2019 to 85 million in 2020 as social restrictions prevented them from visiting brick-and-mortar shops, according to a 2020 Redseer report.
