Most Searched Fashion Products by Online Consumers

Research by the Katadata Insight Center (KIC) and Sirclo shows that fashion and accessories are the most sought-after and purchased products by consumers when shopping online. 71% of consumers searched for these products, and 66.6% decided to buy them.

44.4% of consumers searched for mobile phone credit and vouchers on e-commerce platforms. Furthermore, 35.3% of respondents searched for body care and beauty products while shopping online.

33.3% of consumers searched for household goods on e-commerce platforms. Although widely sought after, only 27.4% of consumers actually purchased these products.

Meanwhile, 34.2% of consumers searched for electronics and accessories on e-commerce platforms. Furthermore, 32.6% of consumers searched for food and beverage products when shopping online.

28.3% of consumers searched for health products, such as medicine and vitamins, while shopping online. 24.8% of consumers chose hobby and collectible products on e-commerce platforms.

23.6% of consumers searched for computers/laptops, cameras, and mobile phones on e-commerce platforms. However, only 16.2% of consumers decided to purchase these products.

This research was conducted on 4,590 respondents across Indonesia aged 17 and above with internet access. The research, conducted from August 24-28, 2021, primarily comprised respondents from socioeconomic groups B and C.