Jakarta, 28 January 2023 – "The general public, including those who belong to Generation Z (aged 18-24), continue to embrace online shopping. Throughout 2022, the most popular categories for Gen Z on Tokopedia were Health, Beauty, Fashion, Handphones and Gadgets, as well as Food and Beverages," revealed Tokopedia's Head of External Communications, Ekhel Chandra Wijaya.
Gen Z Online Shopping Trends on Tokopedia Throughout 2022
"Gen Z is very aware of the importance of continuing to follow health protocols. Medical masks, herbal medicines, and tissues, for example, were products in the Health category that are selling extremely well among Gen Z on Tokopedia in 2022," Ekhel noted.
Most Gen Z pays extra attention to their facial health in addition to being physically fit. We can see this from the booming popularity of facial serum, cream, and cleanser products in the Health category on Tokopedia among Gen Z,” added Ekhel.
Gen Z also likes to look fashionable. “Sling bags, rectangular hijabs, and sandals were some of the best-selling items for Gen Z in the Women’s Fashion subcategory, in addition to t-shirts, sneakers, and shirts in the Men’s Fashion subcategory,” said Ekhel.
Electronic products are also in demand among Generation Z. Data cables, Android devices and mobile phone screen protectors were some of the best-selling products among Gen Z in the Mobile and Gadget category on Tokopedia throughout last year.
In addition, in the Food and Beverage category on Tokopedia, Gen Z often ordered instant noodles, chips, as well as cookies and wafers.
Tokopedia's Efforts to Make Online Shopping Easier and More Affordable for Gen Z
Tokopedia has introduced various initiatives or campaigns to help consumers, including Gen Z, shop for their daily needs more easily and efficiently. For example, there is the Zona Sehat campaign that features a selection of curated health products. There are also the Tokopedia Beauty dan Zona Ganteng campaigns, which provide consumers with a variety of curated beauty and self-care products.
Consumers can also find an assortment of local women's fashion products through Women in Style as well as local men's fashion products through Galeri Fashion Pria. Additionally, Tokopedia Tekno offers a variety of selected technological products at low prices, whereas Tokopedia Nyam! presents a wide range of food and beverages from various businesses, particularly MSMEs from the different regions of Indonesia.
The Hyperlocal initiative also continues to be intensified to bring customers and sellers closer together than ever before, no matter where they are. "Kumpulan Toko Pilihan (KTP), which assists buyers in shopping from the seller closest to them, is one manifestation of the initiative. Furthermore, Dilayani Tokopedia is an easily accessible service that strives to help buyers in swiftly purchasing products from sellers located outside of their region with free shipping as an added perk,” explained Ekhel.
"Thanks to these initiatives, we found that the number of Gen Z buyers has increased most significantly in Bantaeng (South Sulawesi), Jepara (Central Java), and Tidore (North Maluku). While the regions with the greatest rise in transactions made by Generation Z throughout 2022 are Jayawijaya (Papua), Sabu Raiju (NTT), and Muaro Jambi (Jambi)," Ekhel concluded.
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About Tokopedia
Tokopedia, an Indonesian technology company, has a mission to achieve digital economic equality. Tokopedia’s vision is to build a Super Ecosystem where anyone can start and find anything. Today, Tokopedia empowers millions of sellers and users through marketplaces and digital products, fintech and payment, logistics and fulfillment, as well as Tokopedia Partners.
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