Research Kredivo: The Positive Trend of E-commerce Still Continues Until the Pandemic Period

E-commerce became one of the digital sectors that strengthened during this pandemic era. Credit platform online Kredivo which focuses on transactions E-commerce also have a good influence. However, conveyed by company representatives, this good influence cannot be separated from their achievements throughout 2019.

To explore current trends, Kredivo collaborating with Katadata Insight Center to analyze primary data from more than 10 million transactions from 1 million users Kredivo at six E-commerce covering Tokopedia, Shopee, Bukalapak, Lazada, Blibli, and JD.ID throughout 2019.

There are several important points raised by this research. However, the main focus of this research is transactions during 2019, which are quite strong. One of the indicators is an increase in transactions of up to 22% compared to the average number of monthly transactions.

Director of Research at Katadata Insight Center Mulya Amri explained that within a year, users Kredivo give rise to certain shopping patterns in E-commerce every month. January and February showed their transactions were well below average. It was only in May that a significant increase in transactions began to be seen.

Mulya said it could not be separated from the factor of Eid al-Fitr, the value of user transactions is E-commerce rose significantly. Down in June, the number of transactions stabilized up from July and peaked in December, reaching 22% above average. Last year's Harbolnas 12.12 program, for example, succeeded in increasing the number of daily transactions by five times.

Interesting findings of consumer behavior E-commerce

This research also managed to record interesting findings related to behavior consumer E-commerce who use the service Kredivo. Starting from the findings of the age group Generation Z (18-25 years) and Millennials (26-35 years) spending the most of their income on shopping at E-commerce with a ratio of 4,7% and 5,1%, respectively. This finding is directly proportional to digital service literacy which is more established in the two age groups.

From the behavioral aspect, this research finds certain patterns of consumers Kredivo shop. For example, their busiest hours for shopping are all weekdays with the exception of Mondays. Then if you look in more detail, lunch time and dinner time until bedtime are the most crowded times for transactions to occur in Indonesia E-commerce. Meanwhile, in terms of transaction value, people spend more money in one transaction on the weekend.

This research also found that women have a tendency to shop more frequently at E-commerce in a year which on average can reach 26 times. However, men are more generous in spending when shopping because their average transaction value is higher than female consumers, with Rp227.526 per transaction.

Meanwhile, in terms of products, the categories of fashion, cosmetics, and gadgets are still the prima donna among users Kredivo who shop at e-commerce. Fashion and beauty products dominate the number of transactions, which reach 30% and 16%, while gadgets and accessories dominate with 33% in terms of transaction value.

General Manager Kredivo Lily Suriani said that her party intends to expand the positive trend in a number of these categories by expanding its reach, which currently has more than 300 partners. online merchant especially in the fashion category. "There are some that we are in the integration stage with big fashion players. It is also possible with other categories that have high transaction values ​​such as gadgets and electronics," explained Lily.

There is a slight shift

Lily mentions Kredivo has nearly 2 million users today. He claimed that the number of new users and those who applied for credit continued to increase not only last year but also until now. According to Lily, this cannot be separated from internet penetration which continues to improve in Indonesia and consumer confidence in transactions online which continues to increase both in frequency and in value.

Head of Marketing & Alliances Kredivo Indina Andamari claims that last year's positive achievements are still visible in at least one semester of 2020. From the aspect of consumer behavior, according to Indina, this is still maintained. But he also acknowledged that there was a shift, especially from the nominal amount spent by consumers considering the pandemic required many people to tighten their budgets.

"But indeed there is also a shift in their spending with the current economic conditions, which are experiencing many economic difficulties, so the average value has decreased slightly," added Indina.