Clothing and Accessories: The Most Popular Online Purchases by Indonesian Citizens

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Nabilah Muhamad 08/08/2025 16:52 WIB

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An APJII survey reveals that clothing and accessories were the most purchased product category by Indonesian consumers on e-commerce platforms in 2025, accounting for 43.74% of purchases.

Types of Products Frequently Purchased by Indonesian Consumers on E-commerce Platforms (2025)

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Types of Products Frequently Purchased by Indonesian Consumers on E-commerce Platforms (2025)

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An Indonesian Internet Service Providers Association (APJII) report reveals the types of products most frequently purchased online by Indonesians in 2025.

Clothing and accessories were the most popular, accounting for 43.74% of purchases. This was followed by beauty products, household goods, and health products.

The complete list of the most frequently purchased online products in 2025 is as follows:

Clothing and accessories: 43.74%
Beauty and personal care products: 14.57%
Household goods: 11.50%
Food and beverages: 10.64%
Electronics and gadgets: 8.31%
Automotive products: 6.92%
Baby products: 2.03%
Health products: 1.45%
Agricultural products and materials: 0.22%
Other: 0.61%

The survey also assessed respondents' estimated spending per e-commerce transaction. The majority (63.35%) of respondents spent between Rp100,000 and Rp500,000 per month. 17.85% spent less than Rp100,000 per month, and 12.95% spent between Rp500,000 and Rp1,000,000 per month.

APJII obtained this data from a survey of 8,700 respondents aged 13 and older, proportionally distributed across 38 Indonesian provinces. The sample was selected using multistage random sampling.

Data collection took place from April 10 to July 16, 2025, using face-to-face interviews, with a margin of error of approximately 1.1%.

(Read: Shopee's On-Time Guarantee Program Impacts Shipping Services)

Editor : Erlina Fury Santika

"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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Clothing and Accessories: The Most Popular Online Purchases by Indonesian Citizens

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Clothing and Accessories: The Most Popular Online Purchases by Indonesian Citizens

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