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2024 Online Shopping Trends: 62% of Gen Z Shop via Live Shopping

E-commerce competition in Indonesia is getting tighter. Many e-commerce companies have begun to expand the market, one of which is by providing quick-commerce services. As we know, e-commerce that provides quick-commerce services is no longer new. Innovations in terms of delivery speed continue to emerge.

Jakpat conducted a survey to find out online shopping behavior and habits in Indonesia in the second half of 2024 involving 2474 respondents consisting of Generation Z (37%), Millennials (41%), and Generation X (22%). This research looks at the use of shopping platforms in e-commerce and quick-commerce as well as sales strategies, especially live shopping and affiliate links.

The survey results stated that 91% of respondents made online transactions in the second half of 2024. In more detail, 9 out of 10 people admit to transacting on e-commerce and 16% of online shoppers shop on quick-commerce platforms.

Gen Z’s online shopping habits

In the second half of 2024, as many as 76% of respondents used digital wallets (e-wallets) as payment methods in e-commerce, followed by cash on delivery (COD) at 64% and mobile/internet banking (47%).

This percentage is not much different from Gen Z where they also use e-wallets (75%), COD (69%), and mobile/internet banking (42%) to pay in e-commerce. Then, Gen Z spends an average of IDR 414,309 on shopping in e-commerce per month. This nominal has increased by 14% from last year.

Gen Z sees live shopping and affiliate links

Live shopping and affiliate links are two well-known online marketing strategies. Both offer unique ways to attract customers and increase sales. Nine out of 10 Gen Z respondents admitted that they had watched live shopping and 62% of them made transactions via the feature.

“Currently, the shopping experience is also important for e-commerce consumers. In other words, shopping in e-commerce is not just about buying products, there needs to be a more interactive and personalized shopping experience. This value is the advantage of live shopping. This is what can be considered for product sellers in e-commerce. Without innovation and adaptation to market needs, they risk falling behind during increasingly fierce competition,” said Jakpat’s Head of Research, Aska Primardi.

Meanwhile, 86% of Gen Z online shoppers have opened an affiliate link from social media and 53% of them decided to buy the product.