5 Shampoo Brands with the Largest Market Share in E-Commerce: Pantene Takes the Lead

Compas, the research unit of technology company *Telunjuk.com*, calculated the market share of the top 5 shampoo brands in Indonesia sold through e-commerce. These shampoo brands include Pantene, Head & Shoulders, Kerastase, L'Oreal, and Miss Daisy.

The calculation method involved data crawling, or data retrieval, for these five shampoo brands. The Compas team used filters for top brands, a specific time period, merchants, product subcategories, and seller types available on the Compas Dashboard.

Data retrieval also calculated sales of these products in official stores on Tokopedia and Shopee during the period of May 1-15, 2023.

The results show that Pantene was the shampoo brand with the largest market share in May 2023, at 10.59%. This brand recorded 10,900 sales during that period.

"Pantene's smart marketing strategy and attractive advertising campaigns have helped them maintain their leading position and become a consumer favorite," wrote the Compas research team in their report.

Second place was occupied by Head & Shoulders, which achieved an 8.77% market share and sold 10,000 products. Head & Shoulders is considered to have successfully attracted consumers focusing on product quality and its excellence in addressing hair problems.

Third, Kerastase, which controlled 7.57% of the shampoo market on e-commerce and sold 1,600 products. This French shampoo brand targets consumers seeking a premium hair care experience.

"With higher prices and targeted marketing campaigns, Kerastase has successfully created a luxurious image sought after by a specific market segment," explained the Compas research team.

Finally, there are L'Oreal and Miss Daisy, each achieving market shares of 7.12% and 5.89%, respectively.

"In an increasingly advanced digital era, smart marketing strategies focused on consumer needs will be key to the success of top shampoo brands," concluded the Compas research team.

(See also: [This is the Shampoo Brand with the Most Consumers in Indonesia](https://databoks.katadata.co.id/datapublish/2023/02/14/ini-merek-sampo-dengan-konsumen-terbanyak-di-indonesia))