E-Commerce Booms in Indonesia According to Nielsen Report

The Nielsen Clicks Study 2020 revealed that the number of online shoppers in Indonesia nearly doubled from 2018, with an estimated 7.3 million consumers purchasing goods from the comfort of their own homes in 2020, prior to the COVID-19 pandemic.

The most common goods bought online pre-covid were in the fashion, cosmetics, and transportation categories. Interestingly, the pandemic has resulted in lower online purchases in these categories, while expenses on bill payment (38%), food & beverage (33%), and personal care (33%) categories have increased.

According to the report, shoppers were drawn to digital marketplaces because of the various discounts offered. Nearly half of online shoppers sought discount vouchers (49%) and lower prices (47%) while one-third looked for free shipping/return services (33%) when making online purchases.


The COVID-19 pandemic has given e-commerce a massive boost and this is expected to continue for the next six months or so. Only 24% of online shoppers want to return to their pre-COVID-19 shopping habits.

“Innovating, especially in the omni-channel, should be an investment for industry players.”

It is important for brand owners, manufacturers, and retailers to offer goods at a more affordable price point for consumers. Apart from prioritizing quality and safety, brands and retailers must also be able to integrate both the online and offline needs of consumers.

“Innovating, especially in the omni-channel, should be an investment for industry players,” said Yudi Suryanata, Executive Director of Consumer Insight Nielsen Indonesia.


“Therefore, among strategies that need to be considered are opportunities for greater packaging development and increasing product visibility. It is also important to maintain a healthy product stock and launch certain products via online channels.”

Suryanata also added that affordable prices and online discount promos are still a major factor for consumers when deciding to shop online. Presenting a variety of attractive promotion options on the online platform such as cashback or free delivery will allow for a much wider reach.

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