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🇮🇩 Indonesia /Economy & Trade

Consumers Become More Discerning When Shopping

From Tempo · () Indonesian

Translated from Indonesian, summarized and contextualized by DistantNews.

At a glance

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  • Indonesian consumers are becoming more discerning, prioritizing quality and authenticity over just low prices.
  • Lazada Indonesia's Commercial Director Erika Agustine noted a shift towards consumers seeking value and long-term investments in their purchases.
  • Electronics and fashion categories show strong growth, with consumers using mid-year sales for 'life upgrades' and essential purchases.

Indonesian consumers are increasingly cautious with their finances, leading to a significant shift in their shopping habits, according to Erika Agustine, Commercial Director of Lazada Indonesia.

If previously cheap prices were the main consideration when buying a product, now more and more consumers are paying more attention to the quality, authenticity, and durability of the product before making a decision.

— Erika AgustineAgustine described the evolving priorities of Indonesian consumers.

Agustine observed that consumers are moving beyond a sole focus on low prices. Instead, they are now meticulously evaluating products for their quality, authenticity, and durability before making a purchase. This change reflects a broader awareness of managing income amidst global economic instability.

Consumers are consistently looking for products that facilitate activities for themselves and their households.

— Erika AgustineAgustine explained the practical motivations behind consumer purchasing decisions.

Data from Lazada Indonesia in June 2025 highlights this trend, with the electronics category experiencing robust growth. Laptops, smartphones, tablets, and gaming devices are in high demand, supporting work, study, and entertainment. The fashion sector also saw a notable increase, particularly in holiday wear, children's fashion, and sportswear.

They are no longer just looking for the cheapest price, but treat every purchase as a long-term investment.

— Erika AgustineAgustine characterized the shift in consumer mindset towards value and longevity.

This mid-year shopping trend is expected to continue into 2026, as consumers utilize these periods not only for seasonal needs but also for 'life upgrades.' Agustine emphasized that consumers are looking for products that offer greater value and simplify daily life, viewing purchases as long-term investments rather than just seeking the cheapest option. Samsung Indonesia's Director of Online Business, Selvia Gofar, corroborated this, noting that demand for electronics remains strong despite economic challenges, with a particular surge in sales for larger televisions ahead of the 2026 World Cup.

Now the trend of TV sales is not 30 inches anymore, but people buy monitors with sizes of 43 inches to 50 inches.

— Selvia GofarGofar highlighted the increasing consumer preference for larger television screens.
DistantNews Editorial

Originally published by Tempo in Indonesian. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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