Most E-commerce Consumer Shopping Schedules Occur During the Day

Consumer shopping activity on e-commerce platforms occurs throughout the day. However, research by the Katadata Insight Center (KIC) and Kredivo shows a surge in transaction volume between 9:00 AM and 3:00 PM. The peak occurs at 12:00 PM, accounting for 6.4% of transactions.

The number of online transactions decreases after this period. The proportion increases again to 5.2-5.5% between 6:00 PM and 9:00 PM. Afterward, transactions decline until the following morning.

Based on this data, consumers generally shop on e-commerce platforms during their lunch breaks. This activity is then frequently repeated in the evening after finishing their daily activities.

Over the course of a week, consumers shop most frequently on e-commerce platforms from Monday to Wednesday, with each day accounting for 15% of transactions. Outside of these three days, the proportion is recorded at 14%, except for Sunday, which accounts for only 13%.

This research was conducted by analyzing data from Kredivo users who made transactions on e-commerce platforms. The data used comes from one million users who shopped on six of the largest marketplaces during the year 2020.