TEMPO.CO, Jakarta – Tokopedia is the most used, most trusted, and safest e-commerce platform for millennials and gen Z, according to the latest survey conducted by Kumparan.
The online survey entitled “Perception of Trust and Convenience of Transactions in E-commerce” was done from July 23 to August 5, 2022, involving 577 respondents from various cities in Indonesia aged 17 to 35 years and above, who make purchases on e-commerce platforms more than five times a month.
Based on this survey, several vital elements influence consumer decisions to shop on e-commerce.
They are: (1) The number of goods and product variations available; (2) Ease of product search and payment; (3) Attractive promos; (4) Various payment methods; (5) Free shipping; (6) Fast delivery; (7) Trusted and credible merchants; and (8) quality products that match the description.
The consumers are most likely to buy fashion products (26.5 percent) on e-commerce, followed by beauty and personal care products (14.7 percent), food and daily necessities (13.2 percent), hobbies (11.6 percent), and household appliances (8.7 percent).
In addition, the selection of merchants is based on several things related to their credibility such as (1) Buyer reviews; (2) Ratings; (3) Clear product information; (4) Official Stores logo; and (5) Price and promos.
According to these benchmarks, Tokopedia outperformed Shopee, Lazada, Blibli, Bukalapak, and JD.id.
Moreover, for millennial and gen Z women, Tokopedia and Shopee are in fierce competition. The majority of respondents in this segment chose Tokopedia as the most favorite e-commerce to purchase fashion products (50.4 percent), followed by Shopee in second place (45.9 percent).
Digital wallet services also provide convenience for consumers. A total of 65.7 percent of respondents chose digital wallets as the most frequently used payment method.
Then 19.4 percent of respondents chose to transact using internet banking or mobile banking while 8.7 percent of respondents chose the cash on delivery (CoD) payment method.
GoPay ranks first (42.1 percent) as the most widely used digital wallet for transactions on e-commerce platforms, followed by ShopeePay (24.6 percent) and OVO (18.2 percent).
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