Ipsos Survey Highlights User Satisfaction Level with Digital Wallet Services in E-commerce

ShopeePay, Shopee's electronic money, is referred to as e-wallet with the largest penetration in the last three months. A survey stated that ShopeePay have users with the highest levels of satisfaction.

The survey entitled "Satisfaction, Perception, and Loyalty of Digital Wallet Users in Indonesia" this is done by Ipsos in Indonesia. In this survey, Ipsos measures several things regarding the use of electronic wallets in Indonesia, ranging from penetration, frequency of use, satisfaction, and user experience.

Ipsos conducted an online survey from October 16 to October 23, 2020. The sample they used reached a thousand respondents from all over Indonesia with restrictions on using electronic wallet services and shopping at E-commerce in the last two years.

Managing Director of Ipsos in Indonesia Soeprapto Tan said, his party saw a significant increase in the use of electronic wallets in Indonesia since the last two years. This increase was even higher when the Covid-19 pandemic hit, requiring many people to switch to non-cash payments to avoid transmission of the virus. He said at least 44% of Indonesians used electronic wallets more often during the pandemic.

"Based on this, Ipsos in Indonesia took the initiative to conduct further surveys, to find out which digital wallet brands have the most superior satisfaction, loyalty, and user perceptions," said Soeprapto.

ShopeePay dominates

Ipsos survey finds the top five services e-wallet in Indonesia, namely GoPay, Ovo, Dana, LinkAja, and ShopeePay. Even though it hasn't been too long, the survey found that ShopeePay dominates in every aspect of using electronic wallets. Ipsos in Indonesia Associate Project Director Indah Tanip explained, from the aspect of satisfaction with the e-wallet brand. ShopeePay ranks first for this satisfaction with a score of 82%. This figure far exceeds other players such as Ovo (77%), Gopay (71%), Dana (69%), and LinkAja (67%).

According to Indah, there are several factors that cause ShopeePay user satisfaction to be higher than others. A number of factors include services that are easy to use, easy to use top up, time real time top up, and many promotional offers when using it.

"Lastly, ShopeePay can be used in addition to shops online, began to be used in many shops offline," added Indah.

Ipsos also highlights the aspect of user loyalty in the use of this e-wallet. Ipsos measures customer loyalty using the Net Promoter Score (NPS) to understand how user loyalty is to an e-wallet brand.

Country Service Line Leader Customer Experience, Channel Performance, and Observer of Ipsos in Indonesia Andi Sukma, explained that this NPS can measure user reactions to service use. The more satisfied and loyal the users are, the more likely they are to recommend the product to others. On the other hand, if the product does not satisfy users and creates negative sentiments, it is unlikely that the product will be recommended.

"Imagine this happening to someone belonging to the an influencer, said Andi.

In this aspect, ShopeePay is again superior to others. ShopeePay's NPS score is +42% of 598 respondents, Ovo +34% of 684 respondents, Gopay +28% of 580 respondents. Dana and LinkAja followed behind.

"All users are actually loyal to their respective services. However, ShopeePay has the most loyal NPS score," Indah added.

Thanks to Shopee's rapid growth

The skyrocketing popularity of ShopeePay, of course, cannot be separated from Shopee performance sebagai E-commerce. Years of fierce competition with other big players such as Tokopedia and Bukalapak, Shopee has now managed to outperform its competitors.

Indah explained that it was also what succeeded in lifting ShopeePay in a short time. Shopee obtained an electronic money license from Bank Indonesia at the end of 2018. The service was only really running optimally last year.

According to Indah, Shopee managed to attract many users because of the spread of promo prices that can only be used with ShopeePay payments. The most common example is free shipping with ShopeePay. In addition, Shopee is also considered quite aggressive in attracting offline merchants to use their electronic wallets.

"This can increase the trial rate, from those who just try and then become addicted. That's also what makes them become promoters," explained Indah.

This Ipsos survey also concluded that ShopeePay is the electronic wallet brand with the highest usage penetration in the last three months and was used the most in October.