A digital shift
Offline shopping channels, such as traditional and modern trade, have always been popular among Indonesian consumers. However, the coronavirus (COVID-19) pandemic shifted the distribution channel slightly toward online shopping. This shift was attributed to social distancing restrictions and other health protocols enforced by the government that forced people to stay at home more. Recent findings showed that some consumers had tried new digital shopping methods since the coronavirus (COVID-19) pandemic. E-commerce marketplaces and social commerce were some of the online shopping channels preferred by Indonesian consumers.The growing interest in online shopping has also redefined consumer buying behavior post-pandemic. Offline and online purchasing methods, which were seen as two different ways of shopping, have now been integrated to enhance the consumer shopping experience. Instead of searching for and buying a new product through one shopping channel, consumers can do online research before purchasing the desired products in a brick-and-mortar store, and vice versa. A recent survey on product searches and purchases among Indonesian consumers revealed that omnichannel was prevalent across all product categories. This shopping method has provided Indonesian consumers with more shopping alternatives than before the pandemic, and many said they intend to continue the new shopping habit after the pandemic.
