Study: Indonesia ranks second for online shopping, but consumers remain promo-driven

Indonesia has reinforced its position as one of the world’s most dynamic eCommerce markets, as a new YouGov study reveals that the country ranks second globally - just behind China and ahead of India - when it comes to preferring online shopping over physical retail.

At the same time, Indonesian consumers are proving to be some of the most value-conscious globally, actively seeking promotions, scrutinising delivery fees, and demanding both affordability and quality in every transaction.

“YouGov’s research shows that eCommerce in Indonesia is growing at an extraordinary pace, but the growth of transactions and users goes hand in hand with changing consumer preferences. Consumers are now smarter, more selective, and demanding greater value for money, faster delivery, and better personalisation. Platforms and sellers must quickly adapt to meet these expectations,” said Edward Hutasoit, general manager of YouGov Indonesia and India.

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Indonesia’s ranking as the world’s number two online shopping market highlights Southeast Asia’s growing weight in the global eCommerce landscape.

The study found that the leading reasons Indonesians prefer online shopping include cheaper prices (68%), wider choice (57%), promotions and sales (48%), convenience (47%), and delivery services (46%).

Over the past four years, online shopping preferences have surged across key categories, with an 18% increase for clothing and footwear and a 15% rise for music, video, and books.

Marketplaces remain the primary channel for product discovery. However, second-choice discovery channels differ by generation: Gen Z relies heavily on influencers, Millennials on product reviews, and Gen X on recommendations from friends and family.

Value for money takes centre stage

Indonesian consumers define value for money as more than just low prices. Considerations now extend to shipping costs, delivery speed, and the overall shopping experience.

Two out of three online shoppers cite high delivery fees and long shipping times as their main concerns. Meanwhile, 79% always look for promotions, with free shipping emerging as the most desired incentive.

Despite a growing appetite for personalisation, one in four consumers still feel that product recommendation algorithms fail to reflect their tastes, though personalised advertising appears to resonate better.

Video content influences shopping intentions 

The research also highlights the strong role of online video consumption in shaping shopping intent. Short-form entertainment, comedy, and food content are the most popular genres overall.

Preferences vary by generation: Gen Z - fashion and beauty (second only to entertainment and comedy), Millennials - business and finance (fourth overall), and Gen X - health and fitness (third after entertainment and food).

For brands and platforms, these behaviours signal a clear marketing opportunity. Food content can drive sales of groceries and kitchenware, fashion and beauty content can be leveraged to promote marketplace products to Gen Z, and finance content can link to lifestyle and everyday essentials.

“As Indonesian consumers grow increasingly comfortable with online shopping, brands and platforms must continue evolving. This survey was designed to help them deliver shopping experiences that are personal and relevant, align strategies with generational behaviours, and integrate creative content as a powerful marketing channel,” Hutasoit added.

The findings are based on data from YouGov Profiles and YouGov BrandIndex, covering more than 5,000 Indonesian online consumers and hundreds of thousands of global respondents. Sample sizes varied per module: over 20,000 for product discovery, 128,000 for video content preferences, and more than 300,000 for online shopping behaviours, promotions, and personalisation.

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