Indonesians still the most mobile shoppers in Southeast Asia

New research shows Indonesians retaining their crown as Southeast Asia’s most mobile shoppers.

Figures from Rakuten, the world’s third largest e-commerce marketplace, reveal that 14 per cent of consumers from Indonesia conduct most of their shopping through a smartphone, tablet or other mobile device. 

The group’s latest ‘E-commerce Index’ has Thailand shoppers close behind with a total of 12 per cent. This equalled a score of 12 per cent from the UK, but was higher than efforts from huge e-commerce markets like the US (10 per cent) and Spain (9 per cent).

More insights from Rakuten showed that consumer interest in social shopping, where consumers recommend products on social media sites, is up around the world. says 45 per cent of the global population of online shoppers push their friends in the direction of certain products over the likes of Facebook, Twitter and Pinterest. This is a useful tool for brands that sell goods over the internet, as peer pressure usually leads to acquisition through online payment.

However, what’s perhaps more interesting for retailers looking for potential target markets is that Southeast Asia leads the way in this area too.

Rakuten’s index discovered that 78 per cent of Indonesians have an interest in social shopping, followed by 65 per cent of Thai shoppers and 67 per cent of those Malaysia, reports

Pawoot Pongvitayapanu, managing director of Rakuten, said the company’s online retailer has seen nearly 200-fold growth in traffic from social networks over the last year.

“Social is set to become increasingly important in the coming years,” he concluded.   


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