It also recorded the highest user satisfaction score of 89.68 compared to Shopee (87.77) and Lazada (81.61).
The survey entitled "The Most Trusted E-commerce” involved 1,200 e-commerce platform users in major cities across Indonesia. It was conducted by Kadence International from November 2–15, 2022.
In an official broadcast on Monday, Kadence International announced that Tokopedia was ahead of its competitors with 85 percent users calling it the safest platform. It is also a trusted e-commerce platform (86 percent) and the most satisfying in terms of products and delivery services (85 percent).
"Online shopping has become an activity that cannot be separated from our daily lives. With the many available e-commerce platforms, consumers are looking for a platform that can provide a sense of security and comfort for users in the entire consumer shopping chain," associate research director of Kadence International, Adhistya Febriarni, said.
According to Kadence International, it is important for e-commerce platforms to shift their strategy from relying solely on promo competition to strengthening brand positioning in terms of security, quality, and user experience.
"In the end, an e-commerce platform that can provide a safe and quality shopping experience as a whole will win the hearts of users and market competition," Febriani said.
Meanwhile, the director of Equator Swarna Capital, Hans Kwee, said that the increasingly educated digital market reflects the positive sentiment for the industry, especially GOTO, which is now the market leader in the e-commerce business segment.
It is hoped that GOTO will optimize its efficiency strategy by reducing promotion costs and, at the same time, continuing to improve service quality, he added.
"This shows that the market has begun to be educated and accustomed to digital services such as online transportation and e-commerce," Kwee said.
If GOTO can reduce or even stop promotional activities, which involve large costs, the company's bottom line performance will soon be positive, he added.
"Profits and losses become green immediately. But they seem to want to do it in stages while providing an understanding of the market. So that is the process, so investing in technology companies takes a long time," he said.
The GOTO e-commerce segment has continued to record strong gross transaction value (GTV) growth, which reached 15 percent year-on-year in the third quarter of 2022 despite the normalization of community activities.
The segment's gross revenue growth in the third quarter continued to outpace GTV growth, increasing 27 percent year-on-year. The company’s contribution margin growth, as a percentage of the GTV, increased 33 basis points quarter-on-quarter to reach -1.1 percent in the third quarter.
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Translator: Alviansyah P, Azis Kurmala
Editor: Rahmad Nasution
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