Exploring ONLINE Retail Shopping Behavior Across Generations
(Source: POS Tracking PT Global Loyalty Indonesia)
In 2025, online retail in Indonesia recorded a growth of over 30% in both sales and member numbers. This indicates a strong and continued shift toward online platforms, showing that digital retail is becoming increasingly established in the market.
(Source: Consumer Insights PT Global Loyalty Indonesia)
When looking at why consumers prefer online shopping over in-store, practicality stands out as the main reason. In addition to convenience, the ease of use and the flexibility to shop anytime, anywhere also play a big role.
(Source: Consumer Insights PT Global Loyalty Indonesia)
Online shopping has become part of our daily lives, and so, what’s the difference between it? Majority of people are aware that online shopping tends to be more practical compared to offline shopping. Other benefits of online shopping that are felt by consumers include cheaper prices, and products guaranteed without any additional cost like parking fee.
(Source: Consumer Insights PT Global Loyalty Indonesia)
A closer examination of their online shopping experiences reveals that the primary appeal lies in the convenience of home delivery, which eliminates the need to leave the house, making it a key driver behind consumers' preference for online shopping.
(Source: Consumer Insights PT Global Loyalty Indonesia)
However, the primary concern lies in the lack of direct control over the products being purchased. This limitation often leads to risks such as receiving damaged items due to inadequate handling during delivery or discrepancies between the products displayed on the platform and those actually delivered.
(Source: POS Tracking PT Global Loyalty Indonesia)
Our online members are predominantly Gen Z, who hold the largest market share with a growing member base, although they have a lower presence in physical stores. Millennials are not far behind and generate the highest sales, serving as the primary contributors to online retail revenue.
(Source: Consumer Insights PT Global Loyalty Indonesia; POS Tracking PT Global Loyalty Indonesia)
In their shopping habits, Gen Z shows a pattern of lower spending per transaction but higher purchase frequency. In contrast, Gen X and Millennials tend to shop less frequently but spend more per transaction.
(Source: POS Tracking PT Global Loyalty Indonesia)
The majority of Millennials and Gen X purchase household essentials and staple goods (e.g., cooking and cleaning essentials), reflecting their focus on practicality and day-to-day needs. This behavior is often driven by established routines and responsibilities, such as managing households and families. In contrast, the majority of Gen Z is more likely to engage in product impulse, such as soft drinks, showing a preference for convenience and immediate satisfaction.
(Source: Consumer Insights PT Global Loyalty Indonesia)
From this data, we can see that Alfagift and Shopee emerge as the two primary online platforms across all generations, particularly for purchasing daily grocery items such as food and beverages, household necessities, and baby and kids products.
(Source: POS Tracking PT Global Loyalty Indonesia)
Most members from each generation tend to prefer shopping on weekends, especially on Sundays. This is mainly because weekends provide more free time compared to weekdays. With fewer work or school obligations, people can shop at a more relaxed pace. As a result, many choose to spend this time exploring and selecting products more thoroughly.
Could it be that weekend shopping is driven by special promotion?
What kind of promotion truly grabs their attention?
Is there any specific product they purchase during weekend?
Would like to know more?
We hope these insights and data are helpful to you. If you’d like to learn more about your product, we can assist you further, as we have access to over 21 million members and millions of daily transactions for in-depth analysis, including consumer behavior and other product data.
(Business Analyst Alfagift/Image Doc. Photo by Nataliya Vaitkevich on Pexels).
