Omnichannel transforms consumer engagement approach in e-commerce industry
Jakarta (ANTARA) - E-commerce industry players are now experiencing a digital trade dynamic that is no longer measured solely by momentary transaction surges, but by strengthening the shopping experience through the integration of online and offline services, or omnichannel.
Blibli CEO and Co-Founder Kusumo Martanto sees a consumer trend where people no longer only consider price and promotions, but also transaction convenience, product authenticity, warranties, after-sales service, and trust in the platform.
“By focusing on an integrated omnichannel approach supported by continuous technological innovation, including improved system reliability and process efficiency, the Company succeeded in increasing scale and strengthening operational effectiveness throughout 2025,” Kusumo said in a statement received in Jakarta on Monday.
This shift is occurring alongside the increasingly massive use of the internet in Indonesia. The APJII 2026 Internet Penetration Survey recorded that the number of national internet users has reached around 235 million people, or 81 percent of the total population.
The large number of internet users has made digital shopping activity increasingly part of daily life. However, consumers are no longer only looking for cheap products. Factors such as transaction convenience, certainty of product authenticity, warranties, and after-sales service are also considerations in making choices.
These conditions are pushing e-commerce players to develop omnichannel strategies that connect shopping experiences through digital and physical channels.
Through this approach, consumers can choose how to shop according to their needs. For example, they can search for product information through an app, complete a transaction online, then collect the item at a store through a Click & Collect service. Consumers can also still access services through physical stores.
After 15 years operating as an e-commerce platform, Blibli has developed an integrated omnichannel ecosystem with a number of businesses, including tiket.com, Ranch Market, and Dekoruma.
According to Kusumo, ecosystem development is not only aimed at expanding sales channels, but also at improving the quality of customer experience at every stage of the shopping journey.
On the other hand, trust is an important foundation in this approach. Consumers need certainty about the products they buy, including guarantees of authenticity, warranties, ease of returns, and post-transaction support.
With these changes, omnichannel has become one of the strategies that e-commerce players can use to retain consumers amid increasingly high digital activity and rising customer expectations.