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Snapcart, in a recent study on consumer behavior, found that Shopee emerged victorious as the most used e-commerce platform, beating Tokopedia and Lazada. The findings were published by Snapcart under the title “Consumer Behavioral Characteristics and Preferences in Online Shopping”, a project that has tracked consumer preferences for the past three months from 1,000 respondents across the country.
The survey, filled out by people in the age group of 20 to 35 years old, recorded that 95 percent of consumers had connected to the internet more than once a day in the past month, and another 5 percent accessed the internet at least once a day. 57 percent also admitted that the pandemic that lasted for 2 years had made them do online shopping more often. Moreover, 78 percent preferred Shopee as a platform, compared with 20 percent that chose Tokopedia and 2 percent that selected Lazada.
“Technology offers many new ways and solutions in carrying out daily life, one of which is meeting needs. This can be seen from the data that show online shopping activities are getting closer to people's lives. The user needs that continue to develop are opportunities and reasons for e-commerce players in Indonesia to strengthen their attractiveness through discount offers, the birth of innovative features and the completeness of product choices. This is what we see, and it ultimately shapes the character or behavioral preferences of people in online shopping," said Astrid Wiliandry, director of Snapcart Indonesia, in Jakarta (8/9).
The Snapcart report is supported by data from SimilarWeb. Its findings concluded that Shopee had an average of 175.66 million website visitors per month from June to August of this year, followed by Tokopedia with 147.93 million web visitors in the same period.
Snapcart revealed that the three types of online consumer behaviors in Indonesia were discount seekers, who accounted for 51 percent of all customers, need-based customers of 25 percent of the group and, lastly, wandering customers who amounted to 24 percent.
The survey concluded that promotions and discounts were still the main factor for consumers in Indonesia when shopping online. Consumers usually hunt for promos such as discount vouchers, cheap shipping costs, cashback, flash sales and various other promotional deals in each campaign. To be more specific, consumer behavior during year-end festivals focuses on cheap shipping costs, offering attractive promotions and affordable prices.
“The year-end festival began with the 9.9 twin number campaign. The presence of [these] various programs has been enthusiastically welcomed by consumers, where they begin to prepare themselves especially for shopping on the peak day of the campaign,” said Astrid. She revealed that 78 percent chose Shopee 9.9 Super Shopping Day, followed by 19 percent who chose Tokopedia KEBUT Campaign and 2 percent who flocked to Lazada’s 9.9 Trendy Brands Sale.
For needs-based customers, individuals shop according to their needs. The factors that influence their decision, or preference of a specific item, are usually related to the ease of accessing a product, recommendations and product reviews, as well as the variety of categories with a complete selection of products offered by brand partners and sellers who are members of the platform. Snapcart found that the most popular categories in all three platforms were fashion and accessories, followed by beauty, food and beverages and home appliances.
“We see the aspect that makes people feel comfortable shopping online is the choice of features available. Wandering customers, namely those who like to browse, are some of the largest numbers of e-commerce site visitors. They don't always go shopping. However, their presence will determine the popularity of an e-commerce site,” said Astrid about the third type of customers.
For wandering customers, they are usually attracted to interesting entertainment features, such as games and videos. In a survey conducted, the reasons consumers used entertainment and gamification features were because the customers were interested in the prizes offered, as responded by 58 percent of the people asked. Other reasons included popularity among customers, the easy-to-find features and the opportunity to interact with other consumers.
All three platforms have features to appeal to these wandering customers. In terms of gamification, there are Shopee Tanam, Tokopedia Panen Eggs and Lazada Coin Tree. Meanwhile, customers find entertainment through the platforms’ Shopee LIVE, Shopee Video, Tokopedia Play, Lazada Feed and LazLive. In parallel with other findings, research found that most respondents gravitated toward Shopee.
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