By: Annetta Gunawan

Gone are the days when grocery shopping meant a quick trip to the nearest supermarket. Today, Indonesians are blending online browsing with in-store purchases, creating a whole new way to stock their pantries.

A groundbreaking study reveals that shoppers now fall into three distinct personality types—each with unique habits, preferences, and loyalties. Whether you’re a bargain hunter, a retail therapy lover, or a cautious researcher, your shopping style says a lot about you.

So, which type are you? Let’s find out.

The New Grocery Shopping Game

Shopping for groceries isn’t just about where you buy—it’s about how you buy. Thanks to omnichannel retail, Indonesians are mixing digital and physical shopping like never before.

Webrooming? That’s researching online but buying in-store.

Showrooming? Checking products in person, then ordering online.

But here’s the kicker: Not all shoppers behave the same. Researchers analyzed real-life shopping behaviors and uncovered three dominant personalities shaping Indonesia’s grocery scene.

Meet the 3 Types of Grocery Shoppers

1. The Cautious Researcher (Risk Avoider)

Motto: “Better safe than sorry.”

This shopper hates buyer’s remorse. They spend time reading reviews, comparing brands online, and only buying in-store after thorough research.

🔹 Key Traits:

  • Prefers trusted brands over flashy deals.
  • Worries about scams or fake products.
  • Loyal to products, not necessarily stores.

🎯 How to Win Them Over:

  • Provide detailed product info & genuine reviews.
  • Offer click-and-collect options (buy online, pick up in-store).
  • Ensure consistent quality across all channels.

Example: A mom checking baby food reviews on her phone before buying at the supermarket.

2. The Experience Seeker (Pleasure Shopper)

Motto: “Shopping is my happy place.”

For this group, grocery shopping isn’t a chore—it’s retail therapy. They love browsing, discovering new products, and enjoying the sensory experience of stores.

🔹 Key Traits:

  • Enjoys impulse buys (hello, snack aisle!).
  • Spends more time in-store than other shoppers.
  • Loyal to stores with great vibes & variety.

🎯 How to Win Them Over:

  • Create engaging in-store displays & sampling stations.
  • Offer exclusive app promotions to lure them in.
  • Make the shopping journey fun & seamless (online to offline).

Example: A Gen Z shopper scrolling a grocery app for inspiration, then heading to the store for a leisurely browse.

3. The Speedy Strategist (Efficiency Suitor)

Motto: “Get in, get out, save money.”

This is the largest group—shoppers who want groceries fast, cheap, and hassle-free. They optimize every step, from price comparisons to checkout speed.

🔹 Key Traits:

  • Uses apps to hunt for discounts & stock availability.
  • Prefers self-checkout & fast delivery.
  • Loyal to brands that save them time & money.

🎯 How to Win Them Over:

  • Provide real-time inventory updates.
  • Offer same-day delivery or quick pickup.
  • Send personalized deals based on past purchases.

Example: A busy professional ordering staples online but dashing into the store if a deal is too good to miss.

Why This Matters for Retailers (And You!)

This isn’t just a fun personality quiz—it’s a blueprint for the future of grocery shopping.

  • Stores & apps must adapt to these behaviors or risk losing customers.
  • Shoppers benefit when retailers tailor experiences to their preferences.

The Bottom Line?

The way we shop is evolving. Whether you’re a Cautious Researcher, an Experience Seeker, or a Speedy Strategist, one thing’s clear: Omnichannel shopping is here to stay.

So next time you’re grabbing groceries—online or offline—ask yourself: Which type are you?

Reference:

Hybrid Segmentation of Omnichannel Grocery Customers in Cross-Channel Behaviour Context, (Annetta Gunawan, Ujang Sumarwan, Lilik Noor Yuliati, Siti Jahroh, Brian Garda Muchardie), Hong Kong Journal of Social Sciences, No. 60 Autumn/Winter 2022, https://doi.org/10.55463/hkjss.issn.1021-3619.60.30