62% of Indonesians Shop Online Up to 3 Times a Month, Free Shipping as Key Attraction

JAKARTA - As many as 62% of Indonesians shop online up to 2-3 times every month in 2025. Affordable prices and free shipping costs become the main driving factors.

This data comes from a study titled State of Digital Commerce in Asia Pacific 2025, conducted by YouGov together with Visa online from 11-19 September 2025, with around 1,033 respondents in Indonesia.

Visa Indonesia Country Manager Vira Widiyasari stated that e-commerce has now become an important part of Indonesians’ daily lives.

“This study shows that 62% of Indonesians now shop online two to three times every month, increasing consistently compared to 2024,” she said in a written statement on Thursday (2/4/2026).

Affordable prices and promotions such as free shipping remain the main factors driving people to transact.

In addition, Indonesians now increasingly prioritise credibility, both in terms of delivery speed, ease of returns, and trusted sellers.

“Indonesian consumers are also becoming smarter and more selective,” said Vira.

Compared to 14 other countries, Indonesia has its own uniqueness in the Asia Pacific region, particularly due to its distinctive payment preferences. The study found that 78% of Indonesian consumers use accounts with stored balances. This figure is the highest in the Asia Pacific region.

Additionally, around 34% of respondents understand tokenisation technology, which functions to protect card data with an encryption system. This means that comfort in using digital financial services drives people to demand better security standards.

On the other hand, the use of artificial intelligence (AI) in online shopping activities is also expanding.

However, there is still a gap between search activities and actual purchases. Although 32% of respondents stated they are open to AI-based purchases, adoption rates are still limited by cautious attitudes.

According to her, this is because people want clear protections, especially guarantees of no hidden fees and clear and transparent confirmations before transactions are completed.

“This shows that the future of retail in Indonesia is not just about ease of access, but also about building an ecosystem that offers clear control, guaranteed security, and real benefits for consumers,” she said.