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Consumer shopping behavior in Indonesia - statistics & facts

The coronavirus (COVID-19) pandemic has reshaped the behavior pattern of Indonesian consumers. Some of the trends caused by the pandemic were a change in consumer shopping habits and re-prioritization of health purchases, as well as being more budget-conscious. Even though the Indonesian consumer confidence index indicated a recovery in the past few months after hitting below 100 points in April 2020, the new consumer behavior and purchasing habits may be left unchanged during the new normal or post-pandemic.

The digital shift

Before the coronavirus (COVID-19) pandemic hit the country in early 2020, offline shopping channels such as traditional and modern trade were popular among Indonesian consumers. However, the pandemic has shifted the distribution channel structure slightly toward online shopping channels. This shift can be attributed to social distancing restrictions and other health protocols enforced by the government that has forced people to stay at home more. Recent findings show that convenience and avoiding the spread of COVID-19 were some of the reasons why Indonesian consumers shopped online.

The growing interest in online shopping that has been brought about by the COVID-19 pandemic has also redefined consumer buying behavior. Offline and online purchasing methods that were seen as two different ways of shopping have been integrated to enhance the consumer shopping experience. A recent study on overall offline and online consumer purchasing behavior in the country suggested that some consumers would do online research before purchasing the desired products in a brick-and-mortar store, and vice versa. This new way of shopping has provided Indonesian consumers with more shopping alternatives than before the pandemic. Besides, Indonesian consumers intended to continue the new shopping habit after the COVID-19 pandemic has subsided.

The shift in consumer behavior

Indonesian consumers reacted to the crisis caused by the coronavirus (COVID-19) pandemic differently. Some turned to panic buying essentials such as food staples and hygiene products due to fear and a feeling of uncertainty. Most Indonesians felt safe after buying goods in bulk after the COVID-19 outbreak. Consequently, basic goods were in high demand, causing the demand for non-essentials to drop. The shift in consumer behavior was also noticeable in their spending pattern. Specifically, there was a change in the consumer shopping mindset after the coronavirus (COVID-19) outbreak in the country. Indonesian consumers became more mindful of how they spent their money and were increasingly looking for ways to save money when shopping.


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