Conducted throughout Nov. 2-15 this year, the survey titled “The Most Trusted E-commerce” showed that Indonesian customers now pay more attention to the security and quality offered by e-commerce platforms. 

The survey involved 1,200 users of e-commerce platforms in top-tier cities, namely Bandung, Surabaya, Makassar and Medan, and dug deeper into the aspects that drove satisfaction and trust in e-commerce platforms.

There were three main factors sought by e-commerce platform users in Indonesia, namely security, product quality and authenticity and delivery. These three factors then determined how satisfied customers were with the e-commerce platforms they used.

Using those factors as indicators, Kadence International found that the majority of respondents hailed Tokopedia as the safest platform (85 percent), the most trustworthy (86 percent) as well as the most satisfying in terms of products and delivery services (86 percent). 

Overall, the publicly listed e-commerce giant claimed the highest user satisfaction index (89.68), followed by Shopee (87.77) and Lazada (81.61).

Adhistya Febriani, associate research director at Kadence International explained that, with so many e-commerce platforms available, consumers were looking for platforms that could provide a sense of security and comfort in the entire consumer-shopping chain.

“Therefore, factors such as guaranteeing the quality of goods, ease of payment and delivery processes, to security in transactions are also essential elements that are considered by users,” she said, as quoted from the survey result released on Monday. 

The survey also found that Tokopedia was the most superior in terms of quality of goods (85 percent), reliability of delivery services (85 percent) and in protecting users' personal data (84 percent). 

Respondents saw Tokopedia and Shopee as the top two e-commerce platforms in terms of ease of payment and variety of methods, where 88 percent of respondents chose the former and 82 percent chose the latter. Meanwhile, Blibli stood in third place in this aspect (62 percent), followed by Lazada (60 percent). 

In terms of number of product reviews, Tokopedia and Shopee were again ahead, with 86 percent of respondents choosing Shopee as the top platform that has the most buyer reviews, followed by Tokopedia with 76 percent and Lazada with 52 percent.

On the other hand, the number of promotions offered occupies the fifth position in user considerations in choosing an e-commerce platform, after user interface and user experience (UI/UX). 

Shopee excelled in this aspect, with 81 percent of respondents choosing it as the best platform that offered the most attractive promotions. With increasingly tight competition in the e-commerce industry, promos are one of the tactics often used to attract users. 

However, Kadence’s survey assessed that this tactic did not have a major impact on generating user satisfaction and loyalty on e-commerce platforms. Instead, UX satisfaction was seen to have longer-term effects that led to higher levels of trust and more loyal customers.

The study also noted that it was important for e-commerce platforms to shift their strategy from relying solely on promo competition to tactics that strengthened their brand positioning in terms of security, quality and user experience.

“Users of e-commerce platforms are becoming more observant in choosing the services they use. In the end, an e-commerce platform that can provide a safe and quality shopping experience as a whole that will win the hearts of users and market competition," Adhistya concluded.

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