Breaking boundaries and redefining online shopping
Offline shopping channels, such as traditional and modern trade, have always been popular among Indonesian consumers. However, Indonesian consumers seem to enjoy shopping online more since the COVID-19 pandemic. The growing interest in online shopping also continues to redefine consumer buying behaviors nowadays. With Indonesian consumers becoming more tech-savvy, the demand for seamless and integrated shopping experiences has increased. Offline and online purchasing methods have now been integrated to create an enhanced omnichannel shopping experience for consumers. Instead of searching for and buying new products through one shopping channel, consumers can conduct online research before purchasing the desired products in a brick-and-mortar store, and vice versa. A recent survey revealed that omnichannel buying is popular with consumers in Indonesia, with the majority of consumers opting for online purchases after finding the item in a physical store.Alongside this, social commerce has emerged as a popular medium for online shopping in Indonesia. Several brands and retailers across the country now offer integrated e-commerce shopping experiences for their customers through shoppable content on social media feeds. This shopping method engages consumers through product discovery, reviews, sharing, and recommendations. According to a recent survey, around 40 percent of Indonesian consumers regularly shopped on social media.
