Most Sought-After Fashion Products by Online Consumers

Fashion products were the most purchased items by digital consumers during Indonesia's National Online Shopping Day (Harbolnas) on December 12-14, 2016. A Nielsen Indonesia release recorded that these products accounted for 68 percent of total sales. Popular fashion items included clothing, bags, shoes, jewelry, and accessories. Many online stores in Indonesia currently sell fashion products, such as Zalora and Berry Benka.

Gadgets were the next most popular purchase during Harbolnas. Items such as tablets and smartphones accounted for 44 percent of sales. Following this, electronic products such as televisions and cameras ranked third, with 35 percent of all transactions. Harbolnas saw a significant increase in sales of goods from digital stores, driven by the numerous discounts offered by e-commerce businesses.

This research data was collected from 500 respondents in 20 major Indonesian cities. The target respondents were men and women over 15 years old with internet access. Nielsen stated that 89 percent of Indonesian internet users were aware of Harbolnas, a 13 percent increase from the previous year.