Indonesia
TGM Global E-Commerce
Survey 2022
The world’s largest independent survey detailing consumer behavior in E-commerce.
Table of contents:
Click on the image to jump directly to the
specific section of the report.
About the survey:
TGM Research has conducted an independent international
survey across 33 countries to understand the shift in customer
behavior as a result of the worldwide e-commerce phenomenon.
33
12,200+
1.1B+
countries studied
consumers asked
consumers represented
in the survey
Schedule:
01st October - 17th October, 2022
Sample:
a representative sample of N = 12,200+ of surveyed
countries, age: 18-64
Methodology:
Internet interviews (CAWI), research project was
entirely conducted by TGM Research
E-Commerce 2022: Data Pill
TOTAL
TOTAL
54%
75%
59%
shopped online more
than once a month in
the past 12 months
people typically shop
online on smartphone
ordered something
online & had it delivered
by courier/postman
Top values consumers consider when
shopping online
Top products consumers shopped in the past 12
months, either in-store or online
1
Clothing or accessories
63%
2
Food
44%
3
Personal care products
44%
4
Footwear
44%
5
Beauty products
42%
6
Electronics
41%
58%
56%
Price
Low Cost &
Free Shipping
30%
24%
Monetary savings on
the product (eg
percentage off, cash back)
TGM Global E-Commerce Survey 2022
Flexible returns
40%
Fast Delivery
17%
Multi-payment
options
Indonesia
E-Commerce 2022: Data Pill
Indonesia
Country: Indonesia
67%
98%
72%
shopped online more
than once a month in
the past 12 months
people typically shop
online on smartphone
ordered something
online & had it delivered
by courier/postman
Top products consumers shopped in the past 12
months, either in-store or online
Clothing or accessories
72%
Food
51%
Personal care products
57%
Footwear
29%
Beauty products
58%
Electronics
37%
Top values consumers consider when shopping online
65%
Price
27%
Monetary savings on
the product (eg
65%
51%
Low Cost &
Free Shipping
Fast Delivery
22%
17%
Flexible returns
Multi-payment
options
percentage off, cash back)
TGM Global E-Commerce Survey 2022
Indonesia
APAC
Online consumer portrait
How do consumers shop online?
APAC
Online shopping frequency in the past 12 months:
Regional focus: APAC
Countries % of online shopping frequency in the past 12 monhths (region):
57%
consumers in APAC shopped
online more than once month in
the past 12 months
TOTAL
75% of people in Asia Pacific make at least one online
transaction every month. In terms of country,
Indonesia tops the list with the highest percentage of
monthly frequent shoppers (87%), followed closely by
Thailand (86%).
APAC
N. AMERICA
6%
9%
10%
13%
In former times, customers were required to visit the
store in person to do their shopping. This process
took time, and it sometimes included extensive
travel. However, the emergence of e-commerce has
significantly increased the convenience of shopping
compared to earlier times and transformed the way
how people make purchases.
EU
21%
16%
17%
6%
18%
24%
29%
16%
22%
36%
15%
12%
12%
16%
APAC Total
Australia
Indonesia
Two or more times a week
Once a week
21%
7%
6%
8%
7%
15%
22%
17%
29%
20%
21%
8%
Japan
14%
36%
30%
36%
23%
12%
10%
14%
19%
LATAM
14%
20%
17%
MENA
23%
18%
23%
9%
9%
15%
17%
15%
15%
Pakistan
Philippines
South Korea
Thailand
Vietnam
2-3 times per month
Once a month
Once every few months
Once a year
I don't shop online
Q: 'On average, how often have you shopped online in the past 12 months?' - APAC N=2863
TGM Global E-Commerce Survey 2022
APAC
APAC
Online shopping frequency in the past 12 months:
Age and Gender differences
On average, how often have you shopped online in the past 12 months? (%)
E-commerce gives consumers more freedom.
They can now place digital orders for the
product or service they desire without ever
leaving the comfort of their homes. Since online
shopping is accessible around-the-clock,
customers may buy products whenever it suits
their schedule. This flexibility generates
advantageous circumstances for all kinds of its
user and encourages an increasing number of
consumers to conduct online shopping.
Asia is experiencing remarkable growth,
particularly in the e-commerce and logistics
sectors. With the presence of many sizable ecommerce platforms, people in some nations
in the Asia-Pacific area seem to be getting
increasingly accustomed to this type of
shopping no matter what their age. Across all
age groups, people shop online 2-3 times per
month.
TOTAL
EU
APAC
N. AMERICA
MENA
LATAM
Total Male Female 18-24 yo 25-34 yo 35-44 yo 45-54 yo 55-64 yo
2-3 times per month
29%
28%
30%
30%
29%
30%
29%
23%
Once a month
17%
19%
15%
18%
15%
16%
20%
19%
Once a week
15%
15%
16%
10%
19%
18%
15%
11%
Once every few months
13%
12%
14%
16%
10%
11%
14%
20%
Two or more times a week
12%
11%
13%
10%
15%
15%
8%
6%
Once a year
2%
2%
2%
3%
1%
2%
2%
5%
I don't shop online
8%
10%
7%
11%
7%
6%
10%
11%
Q: 'On average, how often have you shopped online in the past 12 months?' - APAC N=2863
TGM Global E-Commerce Survey 2022
APAC
APAC
Most online purchases are made via smartphone
Regional focus: APAC
'How do you typically shop online?
Smartphone
On average, how often have you shopped online
in the past 12 months?
89%
9%
Computer (desktop or
laptop)
2%
33%
13%
13%
Tablet
12%
16%
Type something
Two or more times a
week
While physical stores are generally restricted to their surrounding
vicinity, e-commerce businesses knows no boundaries. All one needs
is a gadget with Internet connection to shop wherever and whenever
they want. In Asia Pacific, 89% of internet purchases are made via
phones, making them the most popular device.
Once a week
17%
2-3 times per month
30%
Once a month
Once every few
months
Once a year
I don't shop online
Q: 'How do you typically shop online?' - APAC N=2606
Q: 'On average, how often have you shopped online in the past 12 months?' - APAC N=2863
TGM Global World
TGMCup
Global
Survey
E-Commerce
2022
Survey 2022
APAC
APAC
Products that consumers most shopped for, either in-store or online
Regional focus: APAC
'Which of the following products have you shopped for in the past 12 months, either in-store or online?
TOTAL
APAC Total
EU
Australia
Clothing or accessories
Footwear
Food
Electronics
Indonesia
APAC
Japan
Pakistan
Personal care products (eg shampoo, soap)
Medicine or vitamins
Beverages
N. AMERICA
Philippines
Beauty products (eg cosmetics, shaving items)
MENA
South Korea
Thailand
Vietnam
Household goods (eg garbage bags, cleaning supplies)
Other home furnishings (eg décor such as candles, storage baskets)
Appliances (eg dishwasher, toaster)
LATAM
Pet products (eg pet food, accessories)
Furniture
Q: 'Which of the following products have you shopped for in the past 12 months, either in-store or online?' - APAC N=2606
TGM Global E-Commerce Survey 2022
APAC
Products that consumers most shopped for, either in-store or online
APAC
Gender differences: APAC
The convenience of having everything at your fingertips is
what makes online shopping so appealing. Customers can
use it to research products, evaluate whether they are really
worth the cost by comparing features, prices, and benefits.
And generally speaking, products sold online are less
expensive than those found in physical stores.
In Asia Pacific, both men and women spent the greatest
money on apparel and accessories. Food is also a popular
choice for both genders, accounting for approximately 43%
and 48%, respectively. Meanwhile, the percentage of
respondents who purchased electronics online was
significantly higher for males (43%) than for women (25%).
TOTAL
EU
APAC
N. AMERICA
Clothing or accessories
53% 70%
Food
43% 48%
Personal care products
39% 52%
Beauty products
31% 57%
Household goods
34% 40%
Electronics
43% 25%
Footwear
31% 37%
Medicine or vitamins
29% 34%
Beverages
29% 33%
Other home furnishings
18% 25%
Appliances
22% 19%
Pet products
18% 23%
14%
Furniture
Male
MENA
LATAM
17%
Female
Q: 'Which of the following products have you shopped for in the past 12 months, either in-store or online?' - APAC N=2606
TGM Global E-Commerce Survey 2022
APAC
APAC
Products that consumers most shopped for, either in-store or online
Regional focus: APAC
TOTAL
EU
APAC
89%
of people in APAC shop
online on smartphone
N. AMERICA
LATAM
18-24
yo
25-34
yo
35-44
yo
45-54
yo
55-64
yo
69%
60%
63%
60%
60%
57%
Total Male Female
Clothing or accessories 60% 52%
MENA
Food
45% 43%
48%
36%
46%
47%
50%
47%
Personal care products (eg shampoo, soap)
45% 39%
52%
41%
47%
47%
47%
40%
The growth of e-commerce and the extensive use of
mobile devices have opened up a whole new world
of choices for customers. They may quickly order
items not just from their locality but also around the
world and have them delivered to their doorsteps
with just a few taps.
Beauty products (eg cosmetics, shaving items)
43% 30%
56%
41%
48%
43%
40%
34%
Household goods (eg garbage bags, cleaning
supplies)
36%
33%
40%
26%
41%
37%
38%
37%
Footwear
34%
31%
37%
26%
38%
37%
36%
23%
Electronics
33% 42%
24%
28%
35%
35%
35%
30%
Medicine or vitamins
31% 29%
33%
18%
32%
33%
37%
34%
Beverages
30% 28%
33%
21%
29%
32%
36%
32%
The sector that appears to gain the most from ecommerce is fashion. In Asia Pacific, clothing and
accessories are the most-purchased goods across all
age groups. The development of online grocery
shopping and food delivery in some Asian nations
has also made food become one of the most bought
commodities.
Other home furnishings (eg décor such as
candles, storage baskets)
21%
18%
25%
18%
25%
20%
21%
21%
Pet products (eg pet food, accessories) 20%
17%
23%
15%
22%
21%
22%
17%
Appliances (eg dishwasher, toaster) 20%
21%
18%
13%
22%
21%
21%
20%
13%
16%
14%
16%
15%
13%
12%
Q: 'How do you typically shop online?' - APAC N=2606
Furniture
15%
Q: 'Which of the following products have you shopped for in the past 12 months, either in-store or online?' - APAC N=2606
TGM Global E-Commerce Survey 2022
APAC
APAC
Activities that consumers participate in the past 12 months
Regional focus: APAC
TOTAL
EU
APAC
N. AMERICA
MENA
LATAM
APAC Australia Indonesia Japan Pakistan Philippines
South
Korea
Thailand Vietnam
Ordered something online and had it delivered by courier / postman
60%
59%
72%
51%
61%
64%
56%
58%
55%
Bought a secondhand item
23%
35%
17%
15%
28%
28%
21%
24%
23%
Attended a livestream shopping event
20%
7%
30%
4%
13%
24%
15%
27%
38%
Used a buy now, pay later service (eg Affirm, Klarna)
20%
35%
29%
18%
6%
20%
7%
18%
17%
Ordered something online and went inside a store to retrieve it
18%
31%
19%
7%
19%
17%
16%
15%
23%
Signed up for a retail subscription service for consumer goods (eg clothing, meal kit)
14%
14%
19%
6%
15%
11%
14%
20%
17%
Ordered something online and Used curbside pickup to retrieve it
12%
13%
16%
1%
8%
8%
6%
16%
33%
Used an augmented reality tool while shopping online (ie to see what something would look like on
me or in my home before buying)
11%
10%
9%
6%
9%
12%
9%
16%
18%
Ordered something online and Used e-commerce parcel locker to retrieve it
11%
6%
24%
3%
11%
14%
9%
11%
8%
Had a virtual consultation with a salesperson
11%
5%
14%
2%
14%
9%
5%
13%
27%
Used a retail rental service instead of buying a product
9%
8%
8%
3%
8%
10%
8%
12%
14%
Q: 'Which of the following have you done in the past 12 months?' - APAC N=2514
TGM Global E-Commerce Survey 2022
APAC
Indonesia
Online shopping: Overview by Gender & Age
Country focus: Indonesia
Online shopping frequency (%)
98%
of people in Indonesia
surveyed shop online on
smartphone
Total
Male
Female
18-24 yo
25-34 yo
35-44 yo
45-54 yo
55-64 yo
Two or more times a week
15%
13%
18%
16%
20%
18%
10%
9%
Once a week
15%
16%
13%
10%
20%
19%
7%
13%
2-3 times per month
36%
34%
37%
35%
38%
35%
40%
30%
Once a month
20%
24%
15%
23%
16%
15%
21%
28%
Once every few months
10%
7%
13%
14%
2%
7%
15%
15%
Once a year
0%
1%
0%
0%
0%
1%
1%
1%
I don't shop online
1%
1%
1%
0%
0%
3%
2%
1%
Q: 'On average how often have you shopped online in the past 12 months' - Indonesia N=394
Top most shopped products in past 12 months, either in-store or online (%)
Q: 'How do you typically shop online' - Indonesia N=388
Most online preferred payment option (%)
Indonesia
4%
20%
4%
6%
26%
Credit card
Debit card
Bank transfer
Paypal
1%
38%
E-Wallet
Cash on
delivery
Buy Now, Pay
Later service
Q: 'Which is your most preferred payment option for online purchases' - Indonesia N=381
Total Male Female 18-24 yo 25-34 yo 35-44 yo 45-54 yo
55-64 yo
Food
50%
43%
58%
38%
61%
50%
57%
40%
Clothing or accessories
71%
69%
73%
74%
81%
68%
72%
53%
Personal care products (eg shampoo, soap)
57%
48%
65%
57%
66%
58%
53%
42%
Beverages
32%
27%
37%
20%
45%
32%
30%
26%
Household goods (eg garbage bags, cleaning supplies)
44%
37%
52%
35%
62%
41%
45%
32%
Footwear
28%
22%
34%
27%
35%
23%
36%
15%
Medicine or vitamins
42%
38%
45%
23%
48%
40%
60%
34%
Pet products (eg pet food, accessories)
20%
19%
21%
11%
21%
18%
31%
17%
Beauty products (eg cosmetics, shaving items)
57%
38%
77%
63%
72%
61%
51%
26%
Electronics
36%
45%
28%
38%
45%
34%
30%
32%
Other home furnishings (eg décor such as candles, storage baskets)
33%
27%
38%
39%
39%
29%
28%
24%
Appliances (eg dishwasher, toaster)
18%
17%
19%
10%
27%
21%
16%
9%
Furniture
28%
24%
33%
20%
34%
28%
28%
28%
None of the above
1%
3%
0%
2%
0%
2%
0%
5%
Q: 'Which of the following products have you shopped for in the past 12 months either in-store or online' - Indonesia N=388
TGM Global E-Commerce Survey 2022
Indonesia
APAC
Attitude towards
online shopping
What values do consumers look for?
Consumers' appealing types of online promotions:
TOTAL
TOTAL
Types of promotions is appealing to you (%):
Everyone loves a good discount.
Percentage off discounts (eg 30% off
49%
one item, 10% off your total purchase)
The idea of saving money and finding good deals
often create a sense of happiness and satisfaction
within every shopper.
Off discounts (eg get 10 USAD off next
37%
purchase, no minimum required)
49% of people worldwide claim that % off discounts is
the most appealing type of promotion when shopping
online or offline. This can be explained by the loss
aversion principle where people tend to seek pleasure
and avoid pain (the anticipation of missing out a good
deal). People simply don’t want to miss out on any
chance of saving money.
Based on our survey, the majority of consumers
around the world prefer to get a price discount than
get free shipping or additional gifts.
BOGO deals (eg buy 1 get 1 free, buy 1
32%
get 1 half off)
Non-financial promotions (eg free
32%
shipping, expedited delivery)
Free gift with purchase (eg spend 50
32%
USAD, get a free tote bag)
Gift card offers (eg spend 100 USAD,
24%
get a 10 USAD gift card)
Tiered offers (eg 10 USAD off a 50 USAD
20%
purchase, 15 USAD off a 100 USAD…
Buy now pay later (eg spread order
18%
total over 4 payments)
Bounce-back offers (eg spend 100
14%
USAD, get 10 USAD off your next…
Limited time financing offers (eg
11%
interest-free financing, store cards)
Q: 'Which of the following types of promotions is appealing to you' - APAC N=2514
TGM Global E-Commerce Survey 2022
TOTAL
APAC
Consumers' appealing types of online promotions:
Close-up: APAC
People often feel the urgency to shop before
promotions end and this is why big sales during the
year is considered a time of ‘appropriate spending’.
There are a lot of ways of giving customers a discount
such as giving a percentage off, a fixed price off, free
shipping, or even free products when they buy a
certain number of items. However, some promotions
will work better in a certain region than others.
Other than financial related promotions, nonfinancial related ones such as free shipping are also
quite popular in APAC (36%), the N.America (39%)
and LATAM (36%) regions prefer free gift with
purchase.
Types of promotions is appealing to you (%):
Total
EU
APAC
N.
AMERICA
MENA
LATAM
Percentage off discounts (eg 30% off one item, 10%
off your total purchase)
49% 49%
50%
53%
46%
47%
Off discounts (eg get 10 USAD off next purchase, no
minimum required)
37% 38%
40%
33%
29%
34%
BOGO deals (eg buy 1 get 1 free, buy 1 get 1 half off)
32% 33%
25%
42%
34%
33%
Non-financial promotions (eg free shipping,
expedited delivery)
32% 32%
36%
27%
28%
31%
Free gift with purchase (eg spend 50 USAD, get a free
tote bag)
32% 28%
32%
39%
32%
36%
Gift card offers (eg spend 100 USAD, get a 10 USAD
gift card)
24% 24%
25%
28%
25%
22%
Tiered offers (eg 10 USAD off a 50 USAD purchase, 15
USAD off a 100 USAD purchase)
20% 20%
18%
18%
24%
18%
Buy now pay later (eg spread order total over 4
payments)
18% 17%
17%
20%
22%
16%
Bounce-back offers (eg spend 100 USAD, get 10 USAD
off your next purchase)
14% 13%
13%
12%
17%
19%
Limited time financing offers (eg interest-free
financing, store cards)
11% 10%
9%
9%
9%
17%
Q: 'Which of the following types of promotions is appealing to you' - APAC N=2514
TGM Global E-Commerce Survey 2022
APAC
Consumers' appealing types of online promotions:
APAC
Regional focus: APAC
TOTAL
EU
APAC
N. AMERICA
MENA
LATAM
APAC
Australia
Indonesia
Japan
Pakistan
Philippines
South Korea
Thailand
Vietnam
Percentage
off discounts (eg 30% off one item, 10% off your total purchase)
50%
59%
34%
67%
43%
51%
48%
43%
47%
Off discounts (eg get 10 USAD off next purchase, no minimum required)
40%
32%
30%
37%
40%
36%
67%
42%
45%
Non-financial promotions (eg free shipping, expedited delivery)
36%
28%
47%
37%
27%
34%
41%
39%
28%
Free gift with purchase (eg spend 50 USAD, get a free tote bag)
32%
40%
37%
21%
43%
42%
26%
19%
37%
BOGO deals (eg buy 1 get 1 free, buy 1 get 1 half off)
25%
23%
35%
11%
30%
24%
13%
51%
16%
Gift card offers (eg spend 100 USAD, get a 10 USAD gift card)
25%
25%
21%
34%
24%
30%
23%
18%
25%
Tiered offers (eg 10 USAD off a 50 USAD purchase, 15 USAD off a 100 USAD purchase)
18%
18%
27%
13%
17%
13%
14%
20%
26%
Buy now pay later (eg spread order total over 4 payments)
17%
28%
22%
7%
21%
26%
8%
15%
13%
Bounce-back offers (eg spend 100 USAD, get 10 USAD off your next purchase)
13%
13%
14%
9%
12%
15%
11%
13%
19%
Limited time financing offers (eg interest-free financing, store cards)
9%
6%
9%
4%
11%
9%
10%
14%
14%
Q: 'Which of the following types of promotions is appealing to you' - APAC N=2514
TGM Global E-Commerce Survey 2022
APAC
Indonesia
Consumers' appealing types of online promotions:
Country focus: Indonesia
Indonesia
Total
Male
Female
18-24 yo
25-34 yo
35-44 yo
45-54 yo
55-64 yo
Percentage off discounts (eg 30% off one item, 10% off your total purchase)
33%
36%
31%
45%
24%
26%
41%
36%
BOGO deals (eg buy 1 get 1 free, buy 1 get 1 half off)
35%
30%
39%
34%
38%
35%
30%
34%
Off discounts (eg get 10 USD off next purchase, no minimum required)
30%
33%
27%
31%
26%
32%
30%
30%
Gift card offers (eg spend 100 USD, get a 10 USD gift card)
20%
22%
19%
18%
19%
22%
19%
26%
Free gift with purchase (eg spend 50 USD, get a free tote bag)
36%
30%
43%
45%
43%
34%
30%
26%
Non-financial promotions (eg free shipping, expedited delivery)
47%
42%
51%
48%
42%
47%
42%
59%
Tiered offers (eg 10 USD off a 50 USD purchase, 15 USD off a 100 USD purchase)
27%
30%
24%
24%
30%
26%
28%
24%
Buy now pay later (eg spread order total over 4 payments)
21%
25%
18%
12%
27%
26%
21%
16%
Bounce-back offers (eg spend 100 USD, get 10 USD off your next purchase)
14%
14%
13%
7%
12%
20%
15%
12%
Limited time financing offers (eg interest-free financing, store cards)
9%
9%
8%
1%
14%
8%
12%
4%
Q: 'Which of the following types of promotions is appealing to you' - Indonesia N=381
TGM Global E-Commerce Survey 2022
Indonesia
APAC
Most valuable factors when shopping online:
TOTAL
TOTAL
Most valuable factors when shopping online (%):
For many consumers around the world, price is the
most important factor that determines where and
when they shop. This is why people often shop the
most during ‘sale season’ where they believe
products are at its best price.
Other offers such as fast delivery, multi payment
options, sustainability, etc. are also important factors
but less paramount than when a retailer offers for
example a “90% off all products” promotion.
Based on our global report, 58% of those who were
surveyed believes ‘price’ is the most valuable factor
when shopping online, followed by low costs and free
shipping at 57%.
Prices 58%
Low costs & free shipping 57%
Fast delivery 40%
Monetary savings on the product (eg
30%
percentage off, cash back)
Flexible returns (eg option to get a
24%
monetary return, option to return pa…
Multi payment options 16%
Membership reward program 15%
Sustainability (eg options to recycle
14%
items, options to shop sustainably…
Selection 13%
Q: 'When thinking about what value means to you when shopping, which of the following
do you consider to be the most valuable when shopping online' - APAC N=2514
Customizable shopping options (eg
13%
personalized products, options to…
TGM Global E-Commerce Survey 2022
TOTAL
APAC
Most valuable factors when shopping online:
Regional focus: APAC
Most valuable factors when shopping online (%):
Price of product and shipping costs are not the only
important factors when shopping online. Speed of
delivery is also a worthy factor for retailers to take
into consideration when operating an online store.
Looking closely at our data set, fast delivery is also
within the top 3 most valuable factors in every
region when shopping online; most notably APAC
and N.America at 43%, and LATAM at 47%.
N.
AMERICA
MENA
LATAM
61% 54%
62%
53%
56%
57%
55% 60%
60%
53%
57%
Fast delivery
40%
37% 43%
43%
37%
47%
Monetary savings on the product (eg percentage off,
cash back)
30%
30% 33%
22%
26%
31%
Flexible returns (eg option to get a monetary return,
option to return past a certain period of time)
24%
26% 22%
24%
23%
24%
Multi payment options
16%
15% 16%
12%
21%
19%
Membership reward program
15%
15% 12%
21%
19%
12%
Sustainability (eg options to recycle items, options to
shop sustainably produced items)
14%
14% 15%
12%
18%
13%
Selection
13%
16% 10%
21%
12%
7%
Customizable shopping options (eg personalized
products, options to select delivery date)
13%
10% 14%
13%
15%
15%
Total
EU
Prices
58%
Low costs & free shipping
APAC
Q: 'When thinking about what value means to you when shopping, which of the following do you consider to be the most valuable when shopping online' - APAC N=2514
TGM Global E-Commerce Survey 2022
APAC
APAC
Most valuable factors when shopping online:
Regional focus: APAC
TOTAL
EU
APAC
N. AMERICA
MENA
LATAM
80
70
60
50
40
30
20
10
0
APAC Total
Australia
Indonesia
Low costs & free shipping
Japan
Prices
Pakistan
Fast delivery
Philippines
South Korea
Thailand
Vietnam
Monetary savings on the product (eg percentage off, cash back)
Flexible returns (eg option to get a monetary return, option to return past a certain period of time)
Multi payment options
Sustainability (eg options to recycle items, options to shop sustainably produced items)
Customizable shopping options (eg personalized products, options to select delivery date)
Membership reward program
Selection
Q: 'When thinking about what value means to you when shopping, which of the following do you consider to be the most valuable when shopping online' - APAC N=2514
TGM Global E-Commerce Survey 2022
APAC
Indonesia
Most valuable factors when shopping online:
Country focus: Indonesia
Indonesia
Total
Male
Female
18-24
yo
25-34
yo
35-44
yo
45-54
yo
55-64
yo
Prices
64%
63%
65%
69%
57%
68%
63%
65%
Low costs & free shipping
65%
64%
66%
66%
62%
61%
71%
65%
Monetary savings on the product (eg percentage off, cash back)
27%
24%
30%
40%
27%
25%
20%
22%
Selection
10%
10%
10%
12%
6%
14%
5%
18%
Fast delivery
51%
55%
46%
46%
44%
55%
58%
51%
Flexible returns (eg option to get a monetary return, option to return past a certain period of
time)
22%
21%
22%
19%
29%
19%
21%
16%
Membership reward program
10%
9%
11%
4%
13%
14%
12%
2%
Sustainability (eg options to recycle items, options to shop sustainably produced items)
15%
12%
17%
10%
19%
14%
19%
8%
Customizable shopping options (eg personalized products, options to select delivery date)
8%
8%
8%
7%
13%
4%
4%
12%
Multi payment options
17%
19%
15%
13%
18%
16%
19%
18%
Q: 'When thinking about what value means to you when shopping which of the following do you consider to be the most valuable when shopping online' - Indonesia N=381
TGM Global E-Commerce Survey 2022
Indonesia
APAC
Online payment
What are consumers' preferred online payment options?
Credit card is the most preferred online payment option.
TOTAL
TOTAL
The payment method chosen to use online is more
important than it seems.
It is not a surprise that many consumers prefer to pay
their online shopping with credit card (27%). In certain
situations, credit cards can present more advantages
such as points, cash back, or buyer protection
compared to other payment options.
Most preferred online payment options (%):
Credit card 27%
Debit card 20%
Paypal 19%
Besides credit card (27%), debit card (20%), PayPal
(19%) are also popular choices of online payment. It
looks like consumers prefer to use the kinds that will
protect them in the event of fraud or disputes.
Cash on delivery 14%
Bank transfer 9%
Buy Now, Pay Later service 5%
E-Wallet 5%
Q: 'Which is your most preferred payment option for online purchases?' - APAC N=2514
TGM Global E-Commerce Survey 2022
TOTAL
APAC
Online preferred payment options:
Regional focus: APAC
TOTAL
EU
APAC
N. AMERICA
MENA
LATAM
APAC
Australia
Indonesia
Japan
Pakistan
South Korea
Thailand
Vietnam
Vietnam
Cash on delivery
28%
2%
20%
7%
69%
0%
43%
37%
37%
Credit card
24%
14%
4%
70%
5%
64%
8%
11%
11%
Bank transfer
13%
2%
26%
4%
7%
7%
30%
25%
25%
E-Wallet
11%
1%
38%
2%
3%
2%
5%
11%
11%
Debit card
11%
31%
6%
3%
14%
21%
4%
6%
6%
Paypal
7%
30%
1%
5%
1%
3%
6%
5%
5%
Buy Now, Pay Later service (eg Affirm, Klarna)
6%
20%
4%
8%
1%
3%
5%
4%
4%
Different regions have different preferences for online payment methods. For most (except APAC), credit card is the
preferred payment choice when shopping online with the highest percentage in N. America at 41%, then followed
closely by MENA at 39% and LATAM at 36%. While in Europe, Paypal is the most preferred payment option (31%).
While non-cash payments are on the rise, there are certain regions in the world (specifically APAC (28%) and MENA
(22%)) that still prefer to use cash payments. This is common in developing countries and mostly due to cultural
values/beliefs. When choosing cash on delivery, for example, the buyer doesn’t have to pay until the logistics
company delivers the product. Once the product arrives, they are able to check the quality and this help buyers to feel
safer in general.
Q: 'Which is your most preferred payment option for online purchases?' - APAC N=2514
TGM Global E-Commerce Survey 2022
APAC
Indonesia
Online preferred payment options:
Click on widget below to see the insights for specific surveyed country :
Country focus: Indonesia
17%
of people in Indonesia
considered multi payment
options to be one of the
most valuable factors when
shopping online
Indonesia
Every country has its own preference for online payment methods when shopping
online. Our global survey found that 37% of Indonesian consumers chose e-wallet as
their first choice, followed by bank transfer (26%) and cash on delivery (20%).
Total
Male
Female
18-24 yo
25-34 yo
35-44 yo
45-54 yo
55-64 yo
Credit card
4%
3%
5%
1%
0%
5%
6%
8%
Debit card
6%
5%
6%
7%
8%
5%
2%
4%
Bank transfer
26%
24%
27%
37%
24%
23%
19%
26%
Cash on delivery
20%
22%
18%
18%
18%
21%
19%
26%
Paypal
0%
1%
0%
1%
0%
0%
1%
0%
Buy Now, Pay Later service (eg Affirm, Klarna)
4%
5%
3%
1%
5%
4%
8%
0%
E-Wallet (please specify)
37%
36%
39%
31%
39%
39%
42%
34%
Q: 'Which is your most preferred payment option for online purchases' - Indonesia N=381
TGM Global E-Commerce Survey 2022
Indonesia
APAC
Online Consumer Portrait - Region Differences
EU
APAC
N. AMERICA
MENA
LATAM
27%
29%
26%
26%
23%
Consumers in Europe
shopped online 2-3
times/month in the past
12 months
Consumers in APAC
shopped online 2-3
times/month in the past
12 months
Consumers in Norrth
America shopped online
2-3 times/month in the
past 12 months
Consumers in MENA
shopped online 2-3
times/month in the past
12 months
Consumers in LATAM
shopped online 2-3
times/month in the past
12 months
62%
89%
72%
89%
79%
of people in Europe
surveyed shop online on
smartphone
of people in APAC
surveyed shop online on
smartphone
of people in North
America surveyed shop
online on smartphone
of people in MENA
surveyed shop online on
smartphone
of people in LATAM
surveyed shop online on
smartphone
63%
61%
61%
64%
59%
clothing & accessories are
most shopped in Europe,
either in-store or online
clothing & accessories are
most shopped in APAC,
either in-store or online
clothing & accessories
are most shopped in
North America, either instore or online
clothing & accessories are
most shopped in MENA,
either in-store or online
clothing & accessories are
most shopped in LATAM,
either in-store or online
61%
60%
62%
53%
57%
price is the most valuable
factor in Europe when
shopping online
Low cost & free shipping
is the most valuable
factor in APAC when
shopping online
price is the most
valuable factor in
Northern America when
shopping online
price is the most valuable
factor in MENA when
shopping online
Low cost & free shipping
is the most valuable
factor in LATAM when
shopping online
TGM Global E-Commerce Survey 2022
Favorite stores to buy online
What are consumers favorite stores to buy things online?
TOTAL
Favorite stores to buy things online:
TOTAL
What are your favorite stores to buy
things online? (All countries, Top10):
Amazon 40.1%
Shopee 10.5%
eBay 7.5%
Mercado Libre 6.8%
Brands with the highest level of unaided brand awareness
Businesses have been continually attempting to stay current after the
pandemic resolves. Online stores, particularly e-commerce sites, were the most
popular shopping channel throughout the pandemic. In regard to the world's
well-known shop to buy things online, Amazon (40%) is remembered by many
as the most remarkable brand compared to other brands, followed by Shopee,
Ebay and Mercado Libre.
Shein
6.3%
Lazada
6.3%
Zalando
5.7%
AliExpress
5.4%
Noon
5.0%
Walmart
3.2%
Q:' What are your favorite stores to buy things online?' ;Open ended question coded ; Sample All countries N=9,370
On the chart with darker colors are marked brands top 3 brands.
TGM Global E-Commerce Survey 2022
APAC
Favorite stores to buy things online:
Regional focus: APAC
What are your favorite stores to buy things online? (Region, Top5):
TOTAL
EU
APAC
N. AMERICA
MENA
LATAM
APAC Total
Australia
Indonesia
Japan
Pakistan
Philippines
South Korea
Thailand
Vietnam
1st
Shopee
eBay
Shopee
Amazon
Daraz
Shopee
Coupang
Shopee
Shopee
2nd
Lazada
Amazon
Tokopedia
Rakuten
Amazon
Lazada
Naver
Lazada
Lazada
3rd
Amazon
Kmart
Lazada
Shein
AliExpress
Amazon
11Street
Facebook
Tiki
4th
Tokopedia
Woolworths
Facebook
AliExpress
Alibaba
Shein
Gmarket
Refusal
Facebook
5th
Rakuten
The Iconic
Alibaba
Wish
OLX
Nike
Nike
Amazon
Amazon
E-commerce entails intense competition. Brands must devise innovative strategies, from marketing
to incentive programs, for their platforms to be at the top of customer’s mind.
As shown, a big portion of surveyed shoppers (40%) chose Amazon as their favorite store to buy
things online, particularly in N.America, MENA, and EU region. However, not all regions have the same
preferences. Mercado Libre is the key option for LATAM, while Shopee takes first place in APAC region.
Q:' What are your favorite stores to buy things online?' ;Open ended question coded ; Sample All countries N=9,370
On the chart with darker colors are marked brands top 3 brands.
TGM Global E-Commerce Survey 2022
APAC
Indonesia
Favorite stores to buy things online:
Country focus: Indonesia
How often have you shopped online in the past 12 months
What are your favorite stores to buy things online?
[top 10 choices, by country]:
Total Male Female
18-24
yo
25-34
yo
35-44
yo
45-54
yo
55-64
yo
Two or more times
a week
15%
13%
18%
16%
20%
18%
10%
9%
Once a week
15%
16%
13%
10%
20%
19%
7%
13%
2-3 times per
month
36% 34%
37%
35%
38%
35%
40%
30%
Once a month
20% 24%
15%
23%
16%
15%
21%
28%
Once every few
months
10%
7%
13%
14%
2%
7%
15%
15%
Once a year
0%
1%
0%
0%
0%
1%
1%
1%
I don't shop online
1%
1%
1%
0%
0%
3%
2%
1%
Indonesia
Shopee 78.3%
Tokopedia 75.2%
Lazada 39.9%
Facebook
0.9%
Alibaba
0.3%
OLX
0.3%
H&M
0.3%
Ikea
0.3%
Q: 'On average how often have you shopped online in the past 12 months' - Indonesia N=394
Amazon 0.0%
eBay 0.0%
TGM Global E-Commerce Survey 2022
Indonesia
APAC
Appendix: Methodology
Methodological notes about the
TGM Global E-Commerce Survey 2022
About TGM Global E-Commerce
Survey 2022 Project
The survey was carried out between the 01st October - 17th
October, 2022, using the method of online interviews in 33 countries
on a nationally representative sample.
The sample is a representative population of the given countries in
terms of gender and age (details below).
Country survey
Schedule:
01st October - 17th October, 2022
Sample:
a representative sample of N = 12,200+ of surveyed
countries, age: 18-64
Methodology:
Internet interviews (CAWI), research project was
entirely conducted by TGM Research
Detailed sample information:
EU
APAC
N. AMERICA
MENA
LATAM
Australia
Indonesia
Japan
Pakistan
Philippines
South Korea
Thailand
Vietnam
Region Total
POPULATION
25M
271M
126M
217M
108M
52M
70M
96M
875M
SAMPLE SIZE
328
394
582
246
354
303
343
313
2863
DEMOGRAPHIC
18-64
18-64
18-64
18-54
18-64
18-54
18-54
18-54
APAC
About
TGM Research
TGM Research (TGM) is a technology-driven market research
company specialising in global online data collection and
innovative survey technology.
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better market research. TGM is a remote-first company with a
team of 40+ members, having a presence on five continents.
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