Offline and online purchasing behaviors in Indonesia 2020

According to a consumer survey conducted in 2020, 61 percent of Indonesian households physically purchased a product after they tried or inspected the product in-store. It was followed by online purchases after researching online at 38 percent. The COVID-19 pandemic that hit the country in early 2020 has brought about some changes in consumer behavior.

An incentive for omnichannel commerce

The COVID-19 pandemic has sparked increased use of online channels among Indonesian consumers. Some of their reasons for shopping online included convenience and avoiding the spread of COVID-19. At the same time, consumers showed a new shopping habit, which combined both online and offline shopping methods. This may be an incentive for more omnichannel commerce in the country to enhance consumers’ shopping experience.

Mindful shopping practices

Out of concern for the economic impact of the pandemic, many Indonesian consumers showed some changes in their shopping mindset. They became more mindful of how they spent their money and tried to find ways to cut their spending. This new shopping habit may remain the same after the pandemic has subsided.