3 Live Shopping vs Affiliate Links: Which Wins Consumers? Live shopping has achieved near-universal reach and affiliate links have become a familiar part of the online shopping journey1. Both of them are major pillars of modern digital commerce, but they work in completely different ways. Jakpat conducted a survey to know about live shopping and affiliate link trends nowadays. The report is based on responses from 1714 participants across Indonesia. The Allure of Live Shopping: Deals and Direct Interaction Live shopping has become a regular habit in society, with the vast majority of consumers routinely watching these sessions (92%). This high engagement rate drives instant, real-world action, as proven by more than half of the respondents making a purchase within the last six months. Demographically, women constitute the largest group making purchases through live shopping (62%). Meanwhile, Millennials (59%) and Gen X (58%) prefer watching these sessions more than Gen Z (51%). “While engagement levels are high across all generations, the reasons consumers follow live shopping are not always the same. Some look for attractive deals, while others use it to gather more comprehensive information before buying. This shows that live shopping is capable of addressing diverse consumer needs within the same shopping experience,” said Jakpat Lead Researcher, Farida Hasna. Promotions and discounts are the biggest reasons respondents shop via live shopping (71%). Other considerations include cheaper prices (66%) and the ability to ask the seller questions directly (65%). Gen Z tends to focus more on product reviews, tips, or comparisons compared to previous generations. Shopee Live dominates the live shopping market with a balanced popularity between both genders (men and women), with 3 out of 4 using the platform. TikTok Live Shopping occupies the second position (56%), with a dominance of female buyers. Affiliate Links: High Traffic, Low Conversion Affiliate links are highly effective at driving traffic, evidenced by 83% of consumers who have opened them. However, converting that curiosity into actual sales poses its own challenge, as less than 40% of consumers made a purchase within the last half-year. “Affiliate links open up opportunities for brands to reach consumers across various groups. However, the response to that nudge can differ depending on each consumer’s circumstances and needs. Therefore, understanding the characteristics of each segment is vital so that affiliate strategies can not only generate traffic but also drive purchasing decisions,” Hasna explained. Purchases through affiliate links are quite consistent across genders and generations, with a conversion rate of around 40%. On the other hand, income level stands out as the primary differentiating factor, where purchase rates drop drastically among low-income consumers. E-commerce dominates the total traffic for affiliate links, reaching an adoption rate of 95% across all demographics. In second place, with a drastic gap, is quick-commerce at 15%, which appeals more to men and Millennials. Meanwhile, WhatsApp Business takes the third spot, holding its strongest base among Gen X. Download Report https://insight.jakpat.net/indonesia-e-commerce-trends-2nd-semester-of-2025/ ↩︎
