By: Annetta Gunawan

Shopping in Indonesia isn’t what it used to be. Forget about choosing between online or offline—today’s savvy shoppers want it all. They browse on apps, compare prices on websites, and walk into stores, expecting every step to connect seamlessly. And here’s the kicker: these omnichannel shoppers aren’t just spending more—they’re more loyal.

If you’re a retailer, this is your golden opportunity. Let’s break down why these shoppers matter and how you can win them over.

 

Omnichannel vs. Multichannel: Why the Difference Matters

Not all shoppers are the same.

  • Multichannel shoppers use different platforms—maybe they grab snacks at a minimart but order groceries online. They see each channel as separate.
  • Omnichannel shoppers? They demand a connected experience. They want the app, website, and physical store to work together like a well-oiled machine.

Imagine this: A customer sees a promo on your app, picks up the item in-store, and later returns it online—without a single hiccup. That’s the seamless experience they crave.

Who Are These Super Shoppers?

Meet your dream customer:

  • Millennials & women lead the charge.
  • They live in households of 3–5 people.
  • Their monthly income? Rp 4.5 million to Rp 10 million.

They’re digital natives, comfortable hopping between channels, and they expect brands to keep up. If you’re not delivering a smooth omnichannel experience, they’ll find someone who does.

The Loyalty Goldmine

Here’s the big reveal: omnichannel shoppers don’t just buy more—they stick around.

A recent study found that shoppers who engage in behaviors like:

  • Showrooming (checking products in-store before buying online)
  • Webrooming (researching online before buying in-store)

…are also more likely to recommend your brand, return for future purchases, and choose you over competitors.

Why? Because when you make their shopping journey effortless—with synchronized promotions, personalized recommendations, and flexible pickup options—they feel valued. And that builds loyalty.

What Do Omnichannel Shoppers Want?

If you want to keep them coming back, focus on these key behaviors:

✅ Personalized recommendations – They don’t want generic ads; they want relevant suggestions.
✅ Consistent promotions – If the app says “50% off,” the store should too.
✅ Seamless info access – Whether they’re on your website, app, or in-store, the experience should feel unified.

Fail at this, and they’ll bounce to a competitor who gets it right. Nail it, and you’ll turn casual buyers into devoted fans.

The Untapped Opportunity: Organic Advocacy

Here’s an interesting twist: while many shoppers will recommend a brand if asked, few do it unprompted. That means there’s huge potential to turn happy customers into vocal advocates.

How? Try:

  • Reward referrals – Give discounts for sharing your brand.
  • Encourage user-generated content – Ask them to post reviews or unboxing videos.
  • Create shareable moments – Think Instagram-worthy in-store experiences or viral-worthy promo campaigns.

Indonesia’s Omnichannel Gap—And How to Close It

While Indonesian shoppers are racing ahead, many retailers are still playing catch-up. The study found that most platforms are in early-stage development, leaving a gap between what shoppers expect and what brands deliver.

The bottom line? Just having an online store or a physical location isn’t enough. You need:

  • Integrated systems – Your POS, app, and website should sync in real time.
  • Unified promotions – No more “online-only” deals that frustrate in-store shoppers.
  • Personalized experiences – Use data to tailor recommendations across all channels.

The Future of Retail is Omnichannel

The verdict is in: Omnichannel shoppers are more loyal, more engaged, and more profitable. And they’re not a passing trend—they’re the future of retail in Indonesia.

For brands, the playbook is clear:

  1. Break down silos – Make every channel work together.
  2. Deliver seamless experiences – From browsing to buying to returning, keep it smooth.
  3. Reward loyalty – Turn happy shoppers into brand ambassadors.

Do this, and you won’t just earn sales—you’ll build long-term customer love.

Ready to step up your omnichannel game? The shoppers (and the profits) are waiting.

Reference:

Cross-Channel Behavior in Indonesia: Are Omnichannel Shoppers More Loyal than Multichannel Shoppers?

A Gunawan, U Sumarwan, LN Yuliati, S Jahroh | Binus Business Review https://journal.binus.ac.id/index.php/BBR/article/download/8526/4608