Jakarta (ANTARA) - Consumers now have more freedom to determine how\nthey shop. Before purchasing a product, they can find information via\nsocial media, compare prices on e-commerce platforms, view items\ndirectly in physical stores, and return to digital channels to complete\ntransactions.<\/p>\n
A survey by GMO Research & AI of 881 internet users aged 16-60 in\nIndonesia in April 2025 showed that 30.5 per cent of respondents are\naccustomed to comparing prices and choosing the cheapest option. Another\n25.7 per cent of respondents use one primary platform but occasionally\nswitch to others.<\/p>\n
This tendency to compare prices was also evident in a survey by the\nIndonesian Public Opinion Study and Discussion Group (KedaiKOPI) of 9lar\n932 middle-class citizens in October 2025. Approximately 94.5 per cent\nof respondents admitted to comparing product prices in physical stores\nwith similar products on e-commerce, particularly for fashion,\ncosmetics, and skincare.<\/p>\n
This pattern demonstrates that the consumer shopping journey does not\nalways occur within a single channel. Choices can change based on price,\nthe need to see or try a product, the speed of delivery, and transaction\nconvenience.<\/p>\n
This pattern is reflected in the experience of Hanny, an office\nworker in Jakarta. She typically finds product recommendations via\nTikTok, checks prices and reviews on Shopee, views the product in a\nphysical store, and then returns to purchase it online via Shopee. After\ncomparing prices, Hanny chooses the purchase location based on the most\nsuitable offer.<\/p>\n
\u201cIf the price is cheaper offline, I buy it offline. But if it turns\nout to be cheaper on Shopee, I check out on Shopee, like that,\u201d Hanny\ntold ANTARA on Thursday (3\/9). According to Hanny, physical stores\nprovide the opportunity to inspect product conditions and compare\nbenefits. However, higher prices compared to digital channels are a key\nconsideration. For Hanny, e-commerce offers a wider variety of products\nand promotions such as discounts, coupons, vouchers, and free shipping.\nThe downside is the waiting period for delivery if same-day or instant\nservices are unavailable, and the inability to inspect the product\nbefore the transaction.<\/p>\n
Rio, another office worker in Jakarta, also uses multiple channels.\nE-commerce is his most frequent channel, followed by physical stores and\nbrand websites. He typically uses e-commerce for products that do not\nrequire physical inspection and have relatively low risk. Conversely,\nfor items requiring certainty in size, quality, or after-sales service,\nhe tends to visit physical stores. For instance, when buying a washing\nmachine, Rio found the same product online, but the presence of a\nphysical store with after-sales service near his home led him to buy\ndirectly. \u201cThat is why we have to double-check both, even all three,\nwhen we want to buy something,\u201d Rio told ANTARA on Thursday (3\/9).<\/p>\n
Economic observer and Director of Economy at the Centre of Economic\nand Law Studies (CELIOS), Nailul Huda, assesses that the tendency to\ncompare various shopping channels is inseparable from price\nconsiderations. He believes that because the public remains\nprice-oriented, they will seek the cheapest option when they find price\ndifferences for the same product. \u201cIf the price is higher, consumers\nwill certainly look for a cheaper one,\u201d Nailul said when contacted by\nANTARA on Thursday (2\/9).<\/p>\n
He observes that this condition leads to increased e-commerce usage,\nespecially when consumers find lower prices compared to physical stores.\nPrice comparison behaviour can also lead people to visit shopping\ncentres merely to see or try products before purchasing them online.\nNailul describes this phenomenon as part of a shift in consumer shopping\nbehaviour. E-commerce is now used for daily necessities such as soap,\nshampoo, and cooking oil, in addition to clothing, gadgets, and beauty\nproducts.<\/p>\n
These findings align with the GMO Research & AI survey, which\nnoted that product prices and discounts are the primary reasons\nrespondents switch online shopping platforms, at 45.8 per cent. The next\nfactors are delivery speed and ease at 16.3 per cent, and payment\noptions and security at 15.6 per cent.<\/p>\n
While price is a major driver for switching channels, choices are\nalso influenced by the specific functions offered by each channel.\nPhysical stores still hold a place in the shopping journey because they\nprovide an experience difficult to replicate on a screen. Buyers can see\ncolours and shapes, try sizes, inspect materials, interact with staff,\nand take the goods home immediately. Digital channels offer a different\nexperience; e-commerce provides the freedom to search for various\nproducts, compare prices and reviews, maximise promotional vouchers,\naccess complete payment methods, and enjoy fast, easy delivery without\nvisiting a store. Meanwhile, brand websites serve as a place for\nconsumers to obtain information on products, latest collections,\nexclusive items, and brand values. For buyers familiar with a brand,\nthese websites can serve as a direct point of interaction between the\nbrand and the customer.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/when-consumers-no-longer-rely-on-a-single-shopping-channel-1788516424", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }