This is a product frequently purchased online by Indonesian mothers.

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Akbar Ridwan 23/05/2025 10:43 WIB

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The 2024 Digital Mum Survey: Indonesia report reveals the preferred online platforms Indonesian mothers use to purchase fashion and accessories.

Products Purchased Online by Indonesian Mothers (2024)

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Products Purchased Online by Indonesian Mothers (2024)

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TheAsianparent Insights' report, *The Digital Mum Survey: Indonesia-2024*, reveals the types of products Indonesian mothers purchase online. The survey found that fashion and accessories were the most popular choice, selected by 76% of respondents.

Beauty and personal care products ranked second, purchased by 73% of mothers on online platforms. Baby care products (59%), baby diapers (55%), and pregnancy and breastfeeding supplies (47%) occupied the third, fourth, and fifth positions, respectively.

Other popular products included household appliances, children's supplies, groceries, technology and gadgets, supplements and health equipment, infant formula and growing-up milk, and home furniture and décor, as shown in the graph.

According to theAsianparent Insights, since 61% of Indonesian mothers adopt omnichannel shopping (online and offline), each channel is used for different needs.

Online platforms are preferred for fashion and personal care items. Offline stores are chosen for groceries and household appliances.

For example, 62% of respondents chose offline shopping for groceries, and 59% for household appliances. These figures are higher than online purchases: 35% for groceries and 47% for household appliances.

The *The Digital Mum Survey: Indonesia-2024* was conducted online using a quantitative approach. The method employed was purposive random sampling, involving 1,000 respondents with interviews lasting 15-20 minutes.

Respondents were women aged 18-40 and above with children, residing in Indonesia, and representing a mix of all socioeconomic status groups.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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