Shopee and TikTok Shop Become the Top Choices for Indonesian Generation Z
Jayson 27 Sep 2024 07:21
According to a Nielsen research report, Shopee and TikTok Shop have become the most popular e-commerce platforms among Indonesia's Generation Z (18-25 years old).
This finding is based on an analysis of user interaction data on different platforms, especially measuring user preferences through indicators such as the number of hearts. The study shows that Generation Z consumers tend to choose platforms that offer low-priced and attractive products and simple and comfortable shopping experiences.
Rusdy Sumantri, Director of Nielsen Indonesia, pointed out that although the average amount of e-commerce transactions by Generation Z is relatively small - about 150,000 to 200,000 rupiah (about 9.93 to 13.24 US dollars), they are the most active group of consumers in the e-commerce field.
This phenomenon reflects the younger generation's pursuit of personalized consumption experience and cost-effective products. They attach more importance to convenience and entertainment in the purchase process, which makes new platforms such as TikTok Shop that combine social and shopping functions particularly popular.
Nielsen predicts that Generation Z will play an increasingly important role in e-commerce worldwide. It is expected that by 2029, as more members of Generation Z enter the workplace and their total population exceeds that of baby boomers (46-55 years old), their total transaction volume in the e-commerce field will surpass the latter. In addition, by 2030, Generation Z is expected to contribute about 30% of the global employment rate.
This finding is based on an analysis of user interaction data on different platforms, especially measuring user preferences through indicators such as the number of hearts. The study shows that Generation Z consumers tend to choose platforms that offer low-priced and attractive products and simple and comfortable shopping experiences.
Rusdy Sumantri, Director of Nielsen Indonesia, pointed out that although the average amount of e-commerce transactions by Generation Z is relatively small - about 150,000 to 200,000 rupiah (about 9.93 to 13.24 US dollars), they are the most active group of consumers in the e-commerce field.
This phenomenon reflects the younger generation's pursuit of personalized consumption experience and cost-effective products. They attach more importance to convenience and entertainment in the purchase process, which makes new platforms such as TikTok Shop that combine social and shopping functions particularly popular.
Nielsen predicts that Generation Z will play an increasingly important role in e-commerce worldwide. It is expected that by 2029, as more members of Generation Z enter the workplace and their total population exceeds that of baby boomers (46-55 years old), their total transaction volume in the e-commerce field will surpass the latter. In addition, by 2030, Generation Z is expected to contribute about 30% of the global employment rate.
