KIC Research: Most Sought-After Apparel Products on E-commerce Platforms

Fashion products, including clothing and accessories, are the most purchased items by consumers. At least 30% of transactions are dominated by these products. Currently, people desire a wider variety of products that follow the latest trends, making clothing highly sought after. Furthermore, these products are also available at affordable prices. The transaction value of clothing and accessories is only 18%.

Meanwhile, more than a quarter of the transaction value is dominated by gadgets and their accessories. This value reaches 33%, although the number of transactions is only 9%. This is because the average value of a gadget per transaction reaches Rp 692,481.

Katadata Insight Center, in collaboration with Kredivo, conducted research on the behavior of e-commerce consumers in Indonesia. The research covered more than 10 million sample transactions across several marketplaces (Blibli, Bukalapak, JD.ID, Lazada, Shopee, and Tokopedia). Data was sourced from almost one million Kredivo users from January to December 2019.