It may be easy to overlook women as your core customer base in Indonesia, especially in this electronics and marketplace dominated online solutions (think Lazada, Tokopedia). This should not be the case however, according to Hanifa Ambadar, founder and CEO of Female Daily Network.
In the fifteen minute time slot she got from StartupAsia, Hanifa summarized elegantly that despite clutter in the online commerce, women control 65% of purchasing decision. It is also critically important for merchants to really understand the core needs and behavior of their female customers, as “women go shopping to FIND OUT what they want”. Any aspiring eCommerce merchant cannot possibly afford to ignore this.
Hanifa then continued to share some of her data-driven findings with the audience, a rare gem for online marketers out there. Some of the key findings are captured below, among many others:
- There are about 40 million women online, of which 25 million are between 18-45
- Purchasing decision are heavily influenced by social media, and 78% of them want recommendation based on purchase history
- This in turn results in higher instances of women purchases through Instagram and other social media channels
- Beauty products wins the top position of what women shopped in 2014
With more than 1.3 million unique visitors per month at Female Daily and growing, I’d urge online merchants and marketers to take heed to not only take advantage of this sizeable customer segment in Indonesia, but also to cultivate and grow their community.
Female Daily Network is a portfolio company of Convergence Ventures