Indonesian Mothers' Favorite E-Commerce for Buying Baby Diapers in 2024

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Akbar Ridwan 21/10/2025 18:56 WIB

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According to a survey by theAsianparent Insights, 34% of mothers in Indonesia frequently buy baby diapers through e-commerce. The majority of them purchase diapers on Shopee.

E-Commerce Platforms Frequently Used by Mothers in Indonesia to Buy Baby Diapers (2024)

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E-Commerce Platforms Frequently Used by Mothers in Indonesia to Buy Baby Diapers (2024)

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According to a survey by theAsianparent Insights, out of 750 Indonesian mothers sampled, 256 individuals (34%) frequently purchase baby diapers online through e-commerce in 2024.

Among this group, the majority, or 59%, frequently buy baby diapers on Shopee.

Subsequently, 15% frequently purchase similar products on TikTok Shop, 13% on Lazada, and 12% on Tokopedia.

The survey also found that various factors influence Indonesian mothers' decisions when buying baby diapers.

"Mothers from upper economic groups prioritize diaper materials, while mothers from middle and lower economic groups focus on price," stated theAsianparent in its report.

"However, price affordability and promotions remain important for all economic groups," they added.

Based on these findings, theAsianparent suggests that companies need to have discount promotion strategies and special offers to attract and retain customers.

The theAsianparent survey was conducted online in 2024, involving 750 respondents who are mothers aged 21 to over 35, with children aged 0-5 years.

The respondents were spread across Jabodetabek, West Java, Central Java, East Java, Sumatra, and other regions of Indonesia.

Editor : Adi Ahdiat

"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."