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Analysis

Indonesia Mega Sales: 5 Key Consumer Insights to Win the E-Commerce Peak  

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Analysis
Indonesia Mega Sales: 5 Key Consumer Insights to Win the E-Commerce Peak  
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Consumer Behavior
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Consumer Packaged Goods Small and Medium Business Consumer Behavior

In today’s fiercely competitive digital retail landscape, brands that excel at engaging consumers during peak promotional moments are the ones that lead the market. At the recent “TikTok Mega Sales” event, Rusdy Sumantri, Strategic Analytics and Insights Director at NielsenIQ Indonesia, delivered a keynote titled “Consumer Shopping Trends and Behaviors at Mega Sales Moments.” His presentation offered a deep dive into Indonesian consumer behavior during the December 2024 Mega Sales period and provided actionable insights for brands aiming to win in the 2025 Mega Sales. The findings reveal how live commerce, social media, and affiliate marketing are reshaping the future of e-commerce.

Key Findings: 

1. High Awareness: 88% of Internet Users Recognize Mega Sales

88% of Indonesian internet users were aware of the Mega Sales event. Free shipping (70%) and Discount (70%) remain the key drivers during online Mega Sales. 

2. Sales Surge: Daily Transactions 6.6x Higher Than Normal

During the Mega Sales 2024 (in period of Dec 10–16, 2025), online sales reached IDR 31.2 trillion — 6.6 times the average daily sales. 

3. Top Categories: Fashion, Personal Care, and F&B Lead

The most purchased categories during the event were:

  • Fashion & sportswear (62%) 
  • Personal care products (52%) 
  • Food & beverages (43%) 

Popular subcategories included clothing, make-ups, perfumes, processed food (instant noodles, etc.), and drinks 

4. Live Shopping Dominates: Boosts Frequency and Spending

Live shopping was the most favored feature (78%), significantly increasing both purchase frequency and spending:

  • 51% shopped more frequently via live sessions 
  • 44% spent more during live shopping than regular purchases 

 Consumers preferred shopping from official stores, with store owners (51%) and influencers (50%) being the most trusted hosts. 

Affiliate links became a key channel for deals and product discovery. Top reasons for affiliate purchases included: 

  • Discounts & special offers (76%) 
  • Product quality (62%) 
  • Affordable pricing (58%) 
  • Product reviews (55%) 
  • Trust in influencers (47%) 

Additionally, 89% of consumers felt positively about personalized recommendations, and 84% expressed greater trust when influencers disclosed paid partnerships. 

The Future of E-Commerce Lies in “Trust + Experience” 

The convergence of social media, live shopping, and affiliate marketing is not only reshaping how consumers discover and engage with brands, but also redefining the triggers that drive conversion. Features like free shipping and discounts remain essential, but trust—whether built through influencers, official stores, or personalized recommendations—is increasingly central to purchase decisions.  

For brands aiming to lead during Mega Sales 2025, success will hinge on their ability to activate these digital touchpoints with precision, build authentic consumer relationships, and deliver value in moments that matter most. 

About the survey 

The study was conducted by NielsenIQ during the 12.12 sales period in December 2024. It covered 41 cities across Indonesia, with 1,016 respondents aged 15 and above from all socioeconomic classes. All participants were internet users, and data was collected via structured online questionnaires. 

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