5

Stagnant Income, Rising Costs: Double Checking on Social Media

In the second half of 2025, Indonesian consumers’ online shopping patterns reflected a notable shift. Amid challenging economic conditions, consumers continued to rely on e-commerce as their primary reference point, while increasingly leveraging social media as a channel for information search and product exploration prior to purchase.

Jakpat released its latest survey findings capturing online shopping trends among Indonesians in the second half of 2025. The report, involving 2,125 respondents across Gen Z, Millennials, and Gen X, highlights the dynamics of e-commerce and quick-commerce usage, as well as shifts in consumer behavior amid intensifying digital competition.

Survey data indicates that 92% of respondents conducted online transactions in the second half of 2025, up slightly by 1% year-on-year. More specifically, 86% reported transacting on e-commerce platforms, while 16% of online buyers shopped via quick-commerce platforms.

Over 50% Window Shop on Brand Social Media

Data from the second half of 2025 shows that e-commerce remains the primary reference for browsing products online, although its percentage declined by 4% year-on-year, from 90% to 86%. In second place, brand social media (53%) recorded a 10% increase compared to 2024, signaling its growing role in the product discovery journey.

Based on these findings, Jakpat observes that current consumer shopping trends show that e-commerce platforms like Shopee and Tokopedia remain the consistently preferred choice compared to previous years. However, an interesting anomaly has emerged: a significant increase in the number of consumers accessing brand social media pages, particularly on Instagram and TikTok.

“This indicates that social media now plays a crucial role as a channel for information seeking and deep product discovery, while final transactions remain centered on e-commerce platforms,” said Head of Research at Jakpat, Aska Primardi.

He further explained that this behavioral shift is rooted in economic conditions, where people’s incomes tend to stagnate or decline amid rising living expenses. This financial pressure forces consumers to become far more selective and cautious in allocating their shopping budgets.

“Consequently, consumers are developing a new habit of conducting comprehensive research through social media to ensure product value and quality before deciding to purchase, in order to minimize the risk of making the wrong buying decision during difficult times,” Aska added.

Beyond e-commerce and brand social media, consumers also window shop on online marketplaces (16%), quick-commerce platforms (16%), and official brand websites (14%).

E-commerce Trends: Shopee Maintains Lead, TikTok Shop Overtakes Tokopedia

Shopee was the most widely used e-commerce platform among respondents in the second half of 2025, at 85%, up 3% year-on-year. Meanwhile, social-commerce platform TikTok Shop ranked second (51%), posting a 10% increase. Tokopedia followed, experiencing a 12% decline to 32% in the second half of 2025.

Average monthly e-commerce spending reached IDR 469,575 throughout the second half of 2025, marking a marginal 1% year-on-year increase from IDR 463,439.