Relatively Cheap Prices and Numerous Discounts: The Main Reasons Indonesian Consumers Shop Online on TikTok
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TikTok Shop is increasingly popular among online consumers in Indonesia. The feature is even starting to rival several e-commerce platforms such as Shopee and Tokopedia.
Through TikTok's social commerce feature, users and creators can promote and sell products via the short-video application.
A digital survey from Telkomsel, tSurvey.id, revealed several reasons why Indonesian consumers choose TikTok Shop over other platforms.
The results show that the majority choose TikTok Shop because the products sold are relatively cheaper and offer many discounts.
“76.75% of respondents chose to shop on TikTok because of the relatively low prices,” according to the tSurvey.id survey results on Wednesday, March 15, 2023.
Attractive promotions and vouchers on TikTok Shop are the next reason consumers choose to shop online on the platform, accounting for 65%. Furthermore, 52% of respondents stated that engaging host explanations are a reason for shopping on TikTok Shop.
Other respondents were attracted to TikTok Shop because of its user-friendly interface (41.25%). Other reasons include the constant appearance of product ads on their feed (38%), engaging product explanations by hosts during live streams (34%), the perceived safety of TikTok Shop (31.5%), and the belief that TikTok Shop sellers are trustworthy (28.75%).
On the other hand, the appeal of influencers as hosts of live events on TikTok Shop to encourage consumer spending contributed only slightly (24%).
The survey also shows that fashion products are frequently purchased by respondents on TikTok Shop, reaching 75%. The remaining purchases include skincare/body care products (59%), household goods (57%), gadget accessories (43%), snacks (41%), gadgets (33%), frozen food (31%), and other products (42%).
This survey was conducted from December 16-19, 2022, with 400 respondents using the audience profiler feature of tSurvey.id.
"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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