Survey: Peak Indonesian E-commerce Shopping Occurs at Night

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Nabilah Muhamad 27/08/2025 13:00 WIB

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According to a JakPat survey, 46% of Indonesian respondents chose to shop on e-commerce platforms between 6 PM and 9 PM.

Indonesian Consumer Shopping Habits on E-commerce (May 2025)

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Indonesian Consumer Shopping Habits on E-commerce (May 2025)

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A Jakpat survey revealed that 88% of respondents in Indonesia made transactions on e-commerce platforms in the first quarter of 2025.

Based on shopping time, most e-commerce activity occurred in the evening. It was recorded that 46% of respondents preferred to shop between 6 p.m. and 9 p.m.

"Possibly as a way to relax or complete their to-do lists after work," Jakpat wrote in its report Indonesia E-Commerce Trends – 1st Semester of 2025.

Online shopping activity during the afternoon also showed a relatively high percentage, while early morning hours tended to be quiet, as seen in the chart.

Jakpat also found that the average amount of money spent by respondents on e-commerce was IDR 470,516 per month.

The survey involved 2,283 respondents, narrowed down to 1,902 who were e-commerce users. In total, respondents consisted of 51% male and 49% female.

By generation, respondents were millennials (ages 29–44) at 42%, Gen Z (ages 15–28) at 36%, and Gen X (ages 40–50) at 22%.

Geographically, respondents were spread across non-Jabodetabek Java (30%), Jabodetabek (36%), and outside Java (21%).

The survey was conducted online on May 23–27, 2025, with a margin of error below 5%.

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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Survey: Peak Indonesian E-commerce Shopping Occurs at Night

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