Indonesia Ranks 10th in the World for Love of Online Shopping
- Publish
- 2024/03/17
- Update
- 2025/08/16
- You can read this article in 3minutes
Many Indonesians own smartphones and actively engage in sharing and gathering information daily. According to a 2022 report by the UK-based media company We Are Social, Indonesians spend nearly twice as much time online as Japanese users—8 hours and 52 minutes per day. Of that, 3 hours and 17 minutes are spent on social media.
Given this backdrop, online shopping has also become popular in Indonesia. But how many people enjoy online shopping, and in what ways?
References:
Andi.Link, “Hootsuite (We are Social): Indonesian Digital Report 2022”
We Are Social, “SPECIAL REPORT DIGITAL 2022 Your ultimate guide to the evolving digital world”
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The Numbers Behind Indonesians and Online Shopping
Indonesian Internet Users Who Shop Online Weekly
According to the We Are Social report from January 2024, 56.1% of internet users worldwide shop online weekly. In Indonesia, the proportion of users who answered “I shop online every week” stood at 59.3%, exceeding the global average and placing Indonesia in 10th position globally.
The highest proportion of weekly online shoppers was in Thailand (66.9%), followed by South Korea (65.8%), Turkey (64.7%), the United Arab Emirates (64.3%), and Mexico (62.1%).
“Percentage of Internet Users Who Shop Online Weekly”
- Thailand: 66.9%
- South Korea: 65.8%
- Turkey: 64.7%
- UAE: 64.3%
- Mexico: 62.1%
- Malaysia: 61.9%
- China: 61.1%
- UK: 60.9%
- India: 59.3%
- Indonesia: 59.3%
References：Databoks, “Indonesia Masuk Jajaran 10 Negara Paling Sering Belanja Online”
Why Indonesians Choose Online Shopping
So why do Indonesians prefer online shopping?
According to a 2023 survey by research company Populix, respondents cited reasons such as “saving time and effort” (75%), “being able to compare prices across stores” (63%), and “special offers and discounts” (60%).
Naturally, the widespread adoption of e-money in recent years, eliminating the need to visit convenience stores or ATMs for payments, also plays a significant role.
Reasons for Choosing Online Shopping（2023, multiple responses allowed）
- Saving time and effort: 75%
- Comparing prices across stores: 63%
- Discounts and special offers: 60%
- Free shipping: 53%
- Choice of payment methods: 48%
- Wide product selection: 47%
- Access to customer reviews: 47%
Reference：Goodstats, “Alasan Masyarakat Indonesia Memilih Metode Belanja Online”
Precautions when conducting an on-site inspection in Indonesia
Some visitors consider, "My primary purpose is to conduct maintenance work at the factory, but the visa application process appears cumbersome. I will simply enter on a Visa on Arrival (VOA) and carry out the work discreetly."
However, there have been numerous cases where entering without the appropriate visa for the intended activities has resulted in significant legal and operational issues. It is therefore strongly advised to obtain the correct visa prior to travel.
Here are the types of visas and their purposes.
Video Insights: Indonesians and Online Shopping
Exclusive Online Store Products
One of the key attractions of online shopping is the wide variety of available products. Some brands offer online-exclusive items that often become trending topics on social media.
The video below features a product introduction by Sandal Swallow, a long-established Indonesian flip-flop brand founded in 1973, posted on TikTok. Known by the catchphrase “Sandal Seribu Umat” (Sandals for a Thousand People), the brand is widely recognized by all age groups in Indonesia. Most of their products are plain and inexpensive, basic beach sandals.
However, with the rise of online shopping and young consumers purchasing products after seeing them on TikTok and other platforms, the brand has recently launched colorful and stylish illustrated series. The item shown in the video is also part of their online store-exclusive collection. Reflecting the popularity of online shopping, not only promotional methods but also the product lineup itself has evolved for some brands.
Reference：Swallow Sandal Official Site
Online Shopping: A Mother’s Hobby
A TikTok video captioned “Smiles at the Beginning of the Month (Just After Payday)” shows a man annoyed at receiving an endless stream of parcels. He complains to his wife, “You’re shopping online again!” but she playfully shrugs it off without concern.
This video resonated with many women, receiving comments like “Online shopping brings joy to mothers” and “I’m the same way.”
Data supports this enthusiasm among Indonesian women. According to research by the price comparison site I-Price, 46% of Indonesian women used online shopping in 2019. That number rose to 53% by 2021 during the pandemic, in contrast to a drop from 54% to 47% among men. The same study also revealed an increase in the time women spent shopping online.
Several factors may explain this trend. Traditionally responsible for household grocery and daily goods purchases, many women may have shifted to online shopping during the pandemic out of necessity.
Reference：databoks, “Tren Belanja Online di Kalangan Perempuan Naik Sejak Pandemi, Bagaimana Laki-laki?”
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Why Indonesians Love Online Shopping
While the advantages of online shopping are relatively consistent across countries, what makes certain countries—particularly those in the top 10 of weekly online shopping—stand out?
Emerging economies dominate the list of countries with high proportions of weekly online shoppers. In nations like Indonesia, where internet infrastructure has developed more quickly than transportation and retail access, online shopping has become a daily solution for many who find it difficult to leave their homes for various reasons.
In Indonesia, whether in rural areas with few public transport options or in urban centers with countless shopping locations, there are common barriers to going out: domestic responsibilities, lack of efficient public transit, traffic congestion, extreme weather, and air pollution. Consequently, for many Indonesians, online shopping is not just convenient—it is essential.
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