On COVID-19: Sanitization Product Sales Surge in Indonesia E-Commerce
March 31, 2020
All 4 products experienced more than 100% increase in purchases compared to the previous month, January. Hand sanitizers experienced the highest increase in purchase by 531% followed by its second highest, hand wash, that experienced a 304% increase. Wet wipes were also among the hunt by online shoppers with an increase of 227%. Aside from these hygiene products, wellness products, vitamins, were also experiencing a significant increase by 210%. As seen on Figure 1, these 4 products continued to be in high demand in March. One of the highlights of this increase was the rapid sales of ANTIS hand sanitizers on Tokopedia that took place on 23rd of March. Within only 42 minutes, 72.000 hand sanitizers of the brand were sold out since the sale was up, making the sales of hand sanitizers to increase by 585%. Despite ranking fourth highest among the 4 products in February, wet wipes experienced the highest increase by 587% in March. Hand wash increased 355% as the third highest, while vitamins ranked fourth highest with a 242% raise in sales.
Photo by Neptunestock
Hand sanitizers experienced the highest increase in purchase by 531% followed by its second-highest, hand wash, that experienced a 304% increase. Wet wipes were also among the hunt by online shoppers with an increase of 227%. Aside from these hygiene products, wellness products, vitamins, were also experiencing a significant increase by 210%.
Based on the data we have gathered, we are able to predict the sales increase of the 4 high selling products from February to March by taking into account its expected values and order quantity:
Figure 2. Products predicted with increased purchases via online stores on March (% of purchase increment)
With the uncertain end of this physical distancing practice, online stores are experiencing higher traffic and increase in sales. One of the highest-selling products from the sanitization category that SIRCLO processes experienced it firsthand. A week following the announcement of the first two cases of COVID-19 in Indonesia, its official stores on various marketplace channels experienced more than 4x traffic growth compared to the week before that.
As we wait for a cure or a vaccine to finally stop the virus from being a pandemic, people will continue to practice physical distancing and resort to working from home. National Center for Immunization and Respiratory Diseases’ Director, Nancy Messonnier, reported to the general public that the ongoing outbreak could continue to spread till Spring 2021.10 Similarly, The Guardian cited a secret Public Health England (PHE) document for senior National Health Service (NHS) officials reporting the same prediction.11 That being the case, this means that people will keep relying on online stores to purchase their necessities for a long time, making it inevitable that online presence becomes a more significant business aspect as we move forward. Therefore, businesses across multiple industries should consider reviewing it in order to enhance its reach and infrastructure in accommodating their loyal customers during these concerning times. There are other departments that would also require much attention, such as Customer Service, Marketing, Order Fulfillment, and so on.12 As a one-stop solution for businesses to sell online, SIRCLO caters all of that through our end-to-end e-commerce channel management. Therefore, it is our mission to empower businesses in overwhelming situations and assist them through it. If we can be of any help to you, don’t hesitate to reach out to us.
SIRCLO neither provides regulated advice nor guarantee results. The materials we convey reflect general insight and best practice based on information currently available, and do not contain all of the information needed to determine a future course of action. Such information has not been generated or independently verified by SIRCLO and is inherently uncertain and subject to change. SIRCLO has no obligation to update these materials and makes no representation or warranty and expressly disclaims any liability with respect thereto.