E-commerce Boom: Harbolnas 12.12 Promises Record-Breaking Growth Across Platforms

Summary：

Projected Growth in E-commerce Transactions During Harbolnas 12.12

E-commerce platforms such as Shopee, TikTok Shop, Tokopedia, and Lazada are expected to see a significant increase in transactions during the Harbolnas 12.12 period at the end of the year, according to research firm Compas.

Key Projections:

Transactions are projected to increase by 25.2% to a total of IDR 6.7 trillion.

This growth rate is higher than last year’s 23.7% increase, which amounted to IDR 5.4 trillion.

Sales volume is expected to grow by 13.9% to over 150 million units, although this is lower than last year’s 28.5% growth.

Category-wise Growth in FMCG

The Fast Moving Consumer Goods (FMCG) category is anticipated to see growth across almost all sub-categories during Harbolnas 12.12.

Detailed Projections:

Mother and baby needs: 44.3%

Food: 32.4%

Personal care and beauty: 23.4% or IDR 800 billion, reaching a total of IDR 3.7 trillion

Health: 10.8%

These projections are based on a linear regression method, which measures monthly sales values over the past two years.

Increase in Beauty Product Sales

Sales of facial care products are expected to increase by 37% compared to regular days, reaching IDR 1.1 trillion during Harbolnas 2023.

Specific Insights:

Sales of beauty product packages are projected to rise by 60% to IDR 345.9 billion.

Indonesian consumers tend to prefer beauty packages, which are often promoted through bundling offers.

Key Points：

Key Point 1: Significant Growth in E-commerce Transactions

Main Argument: E-commerce transactions are expected to surge during Harbolnas 12.12.

Transactions are projected to increase by 25.2% to IDR 6.7 trillion.

This growth rate surpasses last year’s 23.7% increase, which amounted to IDR 5.4 trillion.

Key Point 2: FMCG Categories to See Notable Growth

Main Argument: Almost all FMCG categories are expected to grow during Harbolnas 12.12.

Mother and baby needs are projected to grow by 44.3%.

Food category is expected to increase by 32.4%.

Personal care and beauty products are anticipated to rise by 23.4% or IDR 800 billion, reaching a total of IDR 3.7 trillion.

Key Point 3: Surge in Beauty Product Sales

Main Argument: Beauty product sales are expected to see a significant increase.

Facial care product sales are projected to rise by 37% to IDR 1.1 trillion.

Sales of beauty product packages are expected to increase by 60% to IDR 345.9 billion.

Indonesian consumers prefer beauty packages, often promoted through bundling offers.

Resources：

Compas

Description: Compas is a research firm that provides projections and insights into various market trends. In this article, Compas provides detailed projections for the growth in e-commerce transactions during Harbolnas 12.12.
News source

Shopee, TikTok Shop, Tokopedia, Lazada

Description: These are major e-commerce platforms in Indonesia that are expected to see significant growth in transactions during Harbolnas 12.12. Each platform offers a variety of products and services, contributing to the overall increase in e-commerce activity.
News source

Harbolnas 12.12

Description: Harbolnas 12.12 is an annual online shopping event in Indonesia, similar to Black Friday or Cyber Monday in other countries. It features significant discounts and promotions, leading to a surge in e-commerce transactions.
News source

Next Steps:

1. **Monitor E-commerce Trends:** Keep an eye on the performance of e-commerce platforms during Harbolnas 12.12 to validate the projections and identify emerging trends.
2. **Analyze Consumer Behavior:** Study consumer preferences and purchasing patterns during the event to tailor future marketing strategies.
3. **Optimize Inventory:** Ensure that popular product categories, especially FMCG and beauty products, are well-stocked to meet the anticipated demand.