Mobile top-up and vouchers were the most purchased products by consumers on e-commerce platforms.

Katadata Insight Center (KIC), in collaboration with Kredivo, found that the most purchased product category by consumers through e-commerce is mobile phone credit and vouchers.

This finding is presented in a research report titled *Indonesia E-commerce Consumer Behavior Report 2023: Economic Recovery and Post-Pandemic Shopping Trends*.

The research team stated that throughout 2022, 24.9% of consumers purchased products in the mobile phone credit and voucher category. The most frequently purchased products within this category were mobile phone credit (47.4%), internet data packages (22.1%), and PLN electricity bills (16.6%).

"The majority of consumers still have a high demand for mobile phone credit and data packages due to the increasing use of the internet," wrote KIC in its report.

The fashion and accessories category followed in second place as the most purchased product category through e-commerce, accounting for 16.3%.

This was followed by the health and beauty category at 14.3% and the household goods category at 10%. The remaining categories are included in the graph.

The highest number of transactions for both male and female consumers was in the mobile phone credit and voucher category.

Furthermore, the KIC and Kredivo report also shows that male consumers tend to transact more frequently in the gadget and accessories, sports, toys, and hobbies categories.

Meanwhile, female consumers made more transactions in the fashion and accessories, health and beauty, food, and children's goods categories.

This survey was conducted on a sample of 2.2 million Kredivo users who made transactions on e-commerce platforms across Indonesia.

The sample population consisted of 59.7% male respondents and 40.3% female respondents.

(Also read: [This is the Average Amount of Money Spent by Indonesian Citizens During Online Transactions](https://databoks.katadata.co.id/datapublish/2023/06/14/ini-rata-rata-uang-yang-dirogoh-warga-ri-saat-bertransaksi-online))