Interactive Social Commerce Approach Becomes After-Sales Solution for Parenting Product Consumers

Transparency of material quality and ease of access to information have become crucial variables sought by consumers fulfilling maternal and infant healthcare needs online. Throughout the first half of 2026, digital retail service providers have continued to overhaul their broadcasting operations to adapt to the high demand for education from parent groups. Consumers in this sector exhibit highly cautious behavioural characteristics, often dominating interactions with questions regarding product size specifications, safety materials, and logistics mechanisms. Responding to these consumer behaviour trends, digital retail company Kurnia Gallery has turned its live-streaming sessions on social commerce platforms into a daily two-way educational channel. Kurnia Gallery Founder Debby Ari Kurnia Setiawan stated that the audience actively utilises this direct interaction space to verify product details before transacting. “The most frequently discussed topics include guidance on selecting nappy sizes appropriate for a baby’s weight, specific information regarding ongoing discount promotions, and confirmation of shipping subsidy programme availability for out-of-town customers,” Debby said in a statement on Tuesday, 23 June 2026. As a business entity that markets tens of thousands of products each month, upstream quality control procedures are implemented by strictly selecting brand partnerships. The main distribution focus is given to large, national-scale brands with proven track records that are widely used by Indonesian families. However, she confirmed that the company’s catalogue still provides curation space for products from new brands that have met the eligibility standards of the maternity industry. In addition to emphasising the pre-sales aspect, post-transaction complaint handling is managed centrally through the establishment of closed communication channels. The company provides a dedicated instant messaging group (WhatsApp) for loyal customers. If issues occur, such as packaging damage due to impact during the expedition process or incorrect goods, customers can report them in the group. Management will then forward this report directly to the relevant brand to expedite the resolution process. Debby asserted that fast and transparent complaint handling is the main foundation for maintaining reputation in the baby product retail industry.