Indonesia's Middle Class More Frequently Visits Markets and E-Commerce Than Malls

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Akbar Ridwan 31/10/2025 16:20 WIB

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According to a KedaiKOPI survey, Indonesia's middle class visits markets and e-commerce more frequently than physical retail stores and malls.

Frequency of Indonesian Middle Class Visiting Shopping Centers/Sites (October 2025)

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Frequency of Indonesian Middle Class Visiting Shopping Centers/Sites (October 2025)

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Indonesia's middle class more frequently visits traditional markets and e-commerce than physical retail stores and malls.

This is evident from the report Survey on Consumption Behavior & Purchasing Power of the Middle Class, released by KedaiKOPI in October 2025.

According to the survey, 43% of Indonesia's middle class usually visits traditional markets more than 4 times a month.

Meanwhile, those who visit e-commerce more than 4 times a month reached 42.4%.

In contrast, those who visit physical retail stores that frequently accounted for only 16%, and malls for 4.4%.

Below are the details of the frequency with which Indonesia's middle class visits shopping centers/sites, according to KedaiKOPI's survey:

Traditional Markets

Never: 8%
1 time a month: 17.3%
2-4 times a month: 31.7%
More than 4 times a month: 43%

E-commerce/Marketplace (Online)

Never: 4.4%
1 time a month: 16.7%
2-4 times a month: 36.5%
More than 4 times a month: 42.4%

Physical Retail Stores (excluding malls)

Never: 12.4%
1 time a month: 34.2%
2-4 times a month: 37.3%
More than 4 times a month: 16%

Shopping Centers (Malls)

Never: 17.8%
1 time a month: 51.1%
2-4 times a month: 26.7%
More than 4 times a month: 4.4%.

KedaiKOPI conducted this survey on 932 respondents using the online-computerized assisted self-interview (CASI) method from October 14-19, 2025.

Respondent criteria included individuals aged 17-55 years, classified as middle class, with an income between Rp3.5 million and Rp14.5 million per month, or a per capita expenditure of Rp2 million to Rp9.9 million per month.

Editor : Adi Ahdiat

"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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