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E-Commerce Expands Quick-Commerce: SPX Instant Crosses GrabMart and GoMart

E-commerce competition in Indonesia is getting tighter. Several e-commerce companies have begun to expand the market, 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 the behavior and habits of Indonesian people who like to shop online in the first semester of 2024. The report, which involved 2255 respondents, also looked 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 first half of 2024. In detail, 9 out of 10 people admitted to transactions on e-commerce, while 4 out of 5 people made purchases on quick-commerce platforms.

Head of Research of Jakpat, Aska Primadi highlighted the increase in the quick-commerce segment. The number of users that went up was inversely proportional to spending.

“Although the incidence rate of quick-commerce shoppers has increased this year, it turns out that the average spending on shopping in quick-commerce is stagnant or even tends to decrease compared to last year. This could be due to the phenomenon of deflation and a decline in people’s purchasing power in recent months^[1],” he said.

Aska added, “This indication of decline can be seen from changes in consumer behavior in shopping, for example preferring online shopping to pursue promos, and also shopping in small quantities but more often. This explains why the trend of shopping in quick-commerce is increasing, and at the same time, consumers often visit malls but do not shop.”

In this report, Jakpat tried to look more specifically at the quick-commerce line by providing e-commerce options to respondents. As a result, SPX Instant is in third place in the top 5 quick-commerce with a percentage of 24%. SPX Instant, which just released its “Instant Delivery 2 Hour Arrival” service in 2024 May, overtook two ride-hailing startups that already had quick-commerce services. GrabMart is in fourth place with a decrease of 1% compared to the first semester of 2023, from 24% to 23%. Meanwhile, GoMart was stable with a percentage of 19%.

Habits in online shopping

Three out of 10 e-commerce users admitted to shopping online between 6 PM and 9 PM. This means that they prefer to shop after a day of activities. In contrast to quick-commerce users, as many as 27% of respondents shop in the morning before noon, from 9 AM to 12 PM.

In terms of payment methods, both e-commerce and quick-commerce users prefer to use digital wallets (e-wallets). Another method that is also preferred is cash on delivery (COD) with a percentage of around 60% for both.

Effectiveness of live shopping & 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 Jakpat respondents admitted that they had watched live shopping and 64% of them made transactions via the feature.

Meanwhile, 81% of online shoppers have opened an affiliate link from social media, and half have decided to buy the product.

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^[1] https://money.kompas.com/read/2024/08/01/150558726/deflasi-3-bulan-berturut-turut-tanda-nyata-daya-beli-melemah