Top-Selling Products for Women on E-commerce Platforms

A survey by the Katadata Insight Center (KIC) in collaboration with Kredivo shows that fashion and accessories were the most frequently purchased product category by women in 2021, accounting for 20.4% of total e-commerce transactions.

Next, mobile phone credit and vouchers ranked second with 19.7% of transactions. This was followed by health and beauty products (17.7%), food (11.7%), and household goods (10.7%).

Products for children and babies accounted for 5.5% of transactions. Meanwhile, sports, toys, and hobbies only represented 4.3%.

Automotive products, electronics, and computers and accessories were less popular among women for online shopping. These three categories accounted for only 1.5%, 1%, and 0.6% of transactions, respectively.

Despite the small proportion of transactions, computer and accessories had the highest average transaction value.

This survey analyzed data from 16 million payment transaction samples from 1.5 million Kredivo users across five of Indonesia's largest e-commerce platforms in 2021.

(See also: Kredivo-KIC Survey: Men Make More E-commerce Transactions Than Women)