Factors Driving Consumer Search for Products in Live Shopping Features
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Many e-commerce applications now feature live shopping, allowing buyers to interact with sellers through live video broadcasts or live streaming.
According to a survey by the Katadata Insight Center (KIC), of 1,381 respondents, 43% frequently search for products using this feature.
Among those who frequently use the live shopping feature, the majority (72%) search for products on this channel because of numerous promotions such as discounts or free shipping.
Many also do so because they can obtain more detailed product descriptions (67%), trust the product quality more because it is shown directly via video (62%), and can interact directly with the seller (62%).
Other reasons include easier access to the feature (48%), prior notification from the seller about their live broadcast (42%), content suggestions while browsing TikTok (38%), or simply being accustomed to shopping via live shopping (33%).
KIC conducted this online survey from November 5-18, 2024, involving 1,381 respondents, later narrowed down to 592 individuals who frequently search for products via the live shopping feature.
Respondents were aged between 18-44 years, came from various socioeconomic classes, and had shopped through live shopping in the past year.
Respondents were spread across 10 major Indonesian cities: Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Medan, Palembang, Balikpapan, Denpasar, and Makassar.
"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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