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Online Shopping 2025: Essentials Rise, Secondary Products Decline

Entering the first half of 2025, online shopping behavior in Indonesia continues to evolve. The rising penetration of e-commerce and the growth of quick-commerce platforms are reshaping consumer habits from shopping frequency and product choices to how they utilize features like live shopping and affiliate links.

Jakpat has released the latest survey capturing Indonesia’s online shopping trends in the first half of 2025. The report, involving 2,283 respondents across Gen Z, Millennials, and Gen X, highlights both the dynamics of e-commerce and quick-commerce usage and the shifts in consumer behavior amid increasingly intense digital competition.

Survey results show that 95% of respondents made online purchases in the first half of 2025, up 4% from last year. More specifically, 88% shopped via e-commerce, while 17% of online shoppers used quick-commerce platforms.

Spending Down Despite Higher Shopping Activity

Data from the first half of 2025 reveals a shift in consumer online shopping behavior. From a brand perspective, activity is on the rise: Shopee, the leading e-commerce platform, grew 4 points from 79% to 84%, while TikTok Shop also climbed from 40% to 46% year-on-year.

However, average monthly spending on e-commerce dropped to IDR 470,516, a 13% decrease from IDR 543,250 in the same period last year.

“This indicates that while more people are shopping online, the transaction value per person or per purchase is smaller, especially for secondary products like fashion and electronics,” said Aska Primardi, Head of Research at Jakpat.

In contrast, quick-commerce spending rose 36% year-on-year, from IDR 215,816 to IDR 293,922. This aligns with growing platform usage: Alfagift more than doubled its penetration from 31% to 66%, while Klik Indomaret and GrabMart also saw increases of 17% and 16%, respectively.

“These platforms are primarily used for purchasing daily essentials—such as food, beverages, and household items—which are bought frequently but with lower transaction values,” Aska explained.

Based on these findings, Aska noted that consumers are tightening their belts. “The trend shows that shoppers are now focusing their budgets on essential goods, while spending on secondary products is being reduced,” he concluded.

Even when consumers buy secondary products like fashion or electronics, affordability becomes a priority. Imported products, which often come at lower prices than local goods, have become the preferred choice.

“This poses a major challenge for local SMEs, as their products are increasingly struggling to compete on price amid weakening purchasing power,” Aska added.