Indonesia’s e-commerce landscape is experiencing an unexpected shift as shoppers aged 55 and above emerge as the fastest-growing demographic, according to new data from ProSpace Indonesia’s Consumer Behavior Study.
The report shows a 78% increase in e-commerce participation among Indonesians over 55 during the past 18 months, compared to 23% growth across all age groups. This “silver generation” now accounts for 17% of Indonesia’s e-commerce spending, up from just 6% in 2023.
“We’re seeing a fundamental shift in shopping behaviors among older Indonesians who previously preferred traditional retail,” notes Rini Sutanto, Consumer Research Director at ProSpace. “Improved user interfaces, voice search capabilities, and trusted payment systems have broken down the technological barriers.”
Health and wellness products, groceries, and religious items lead purchases in this demographic, while fashion and electronics show stronger growth among younger consumers. The trend has prompted major platforms like Tokopedia and Shopee to develop features specifically targeting older users.
Regional adoption remains uneven, with Java and Bali showing the highest e-commerce penetration among seniors at 42%, while eastern Indonesia lags at 19%. However, all regions show positive growth trajectories.
For retailers, the shift represents an opportunity to tap into a demographic with significant purchasing power and brand loyalty potential.
For market insights: Phone: +62 21 5799 8989 Email: info@prospaceindonesia.com Follow @prospace.indonesia on Instagram for updates
