technology

Ipsos’ Research Reveals Service Quality As Key To E-commerce Success

Market research company Ipsos Indonesia has released the results of a survey titled "Experience and Satisfaction of Online Shopping in E-commerce."

The survey found that service quality is crucial for marketplaces to attract consumer interest, especially ahead of National Online Shopping Day (Harbolnas) on December 12.

According to Antara on Thursday (October 31, 2024), the research highlights the success of e-commerce in achieving high levels of consumer satisfaction in online shopping, driven by factors such as security, convenience, speed, features, and a variety of official stores.

"It is clear that e-commerce players are competing through technology and innovative programs to win over the public. However, what consumers seek is a platform that can provide a satisfying online shopping experience," said Andi Sukma, Executive Director of Ipsos Indonesia, in a press release.

The research indicates that Shopee is viewed as the most satisfying e-commerce platform for providing a comprehensive online shopping experience.

Shopee's advantage is supported by data showing that 62 percent of consumers would recommend it to their close friends, followed by Tokopedia (46 percent), TikTok Shop (42 percent), and Lazada (36 percent).

Another indicator from the survey results is as follows.

1. Safety and comfort When buying items without seeing them in person, safety and comfort are important factors for respondents in online shopping. Having various delivery service options for consumers is a key measure of providing a sense of security and comfort while shopping.

In terms of delivery service options, Shopee (66 percent) leads as the e-commerce platform with the most complete delivery choices, followed by Tokopedia (16 percent), Lazada (10 percent), and TikTok Shop (7 percent). The safety and comfort offered by e-commerce platforms are also assessed based on the variety of payment methods. More than half of the respondents rated Shopee (64 percent) as having the most diverse payment options, followed by Tokopedia (15 percent), Lazada (11 percent), and TikTok Shop (8 percent).

Ipsos also noted that the Cash on Delivery (COD) payment method is becoming increasingly popular and attracts the most attention from respondents.

In line with this, Shopee (66 percent) is recognized as the platform with the most satisfying COD payment method, followed by Tokopedia and Lazada at 12 percent, and TikTok Shop at 10 percent.

1. Interactive online shopping features

As technology evolves, people's shopping preferences are changing. Live shopping and short videos are becoming more popular and adding value for e-commerce players. Ipsos found that 63 percent of respondents believe Shopee offers the best live streaming service, followed by TikTok Shop (17 percent), Tokopedia (10 percent), and Lazada (9 percent).

In terms of the most appealing short video features, Shopee also leads with 61 percent, followed by TikTok Shop (18 percent), Tokopedia (10 percent), and Lazada (9 percent).

2. Variety of official stores

Shoppers are increasingly satisfied with e-commerce platforms that offer a wide range of products and categories to meet their needs. In this area, Shopee excels with 68 percent for providing diverse official stores, compared to Tokopedia (15 percent), Lazada (9 percent), and TikTok Shop (7 percent). "The satisfaction from various important aspects that Shopee fulfills makes it the top choice for Indonesian consumers, creating a holistic and trustworthy online shopping experience," said Andi Sukma.

"The ecosystem strategy that Shopee has implemented to satisfy consumers shows their readiness to handle high volumes during the shopping festival season at the end of the year," he added.

Tag: E-commerce