According to Statista, Indonesia is currently the ninth-largest e-commerce market in the world, with expected sales of US$59 billion by the end of 2022. By 2025, a market volume of US$90.19 billion is predicted, with revenue forecast to expand at a 12.95% annual rate (CAGR 2022-2025).1 This is, indeed, the impact of the pandemic, as, in the past couple of years, the online shopping trend has seen a further boost amidst lockdowns during the pandemic.
However, online shopping’s dramatic surge is not a new phenomenon in the archipelago. As is known, the emergence of National Online Shopping Day has been fuelling this growth for almost a decade in the country. Widely known as Hari Belanja Online Nasional (HarBolNas), ever since 2012, Online Shopping Day has ramped up consumers’ preferences for online purchasing. This activity is becoming increasingly ingrained in the minds of customers with the Double Dates connotation that it always carries.
The rise of Double Dates is also marked by Nielsen’s report, whereas 40% of monthly consumer goods purchases occurred during the Double Dates campaigns in 2022.2 The same report also reflects the growth of Double Dates revealing how this campaign is gradually overtaking other major international online shopping events, including Black Friday and Cyber Monday.
Despite the recent trends in online shopping, particularly in Indonesia, SIRCLO predicts that the Double Dates strategy will continue to thrive. As uncovered by SIRCLO’s VP of Account Management, Arnold Oscar, tendencies in consumer behaviour are not shifting anywhere far from the internet. This is due to the fact that we are living in a digital-first world, where the majority of individuals in today’s 4.0 society are accustomed to shopping online and have become comfortable with it. The moment has come for businesses of all sizes to recognise the importance of e-commerce and transition to the digital sphere, not just for development and scalability, but also for survival. E-commerce is no longer a “nice-to-have option;” it is a necessity.3