Today, consumer shopping behavior in Indonesia has changed significantly. From merely browsing product photos, more and more people are now looking for recommendations and shopping experiences through short videos and live streaming. This trend is not just hype—it has become a core strategy for brands and businesses to connect with consumers more closely.
According to a report from Statista, the short-form video market in Indonesia is projected to reach USD 1.99 billion by 2025. This figure highlights the massive consumption of short-form video content among Indonesians, especially Gen Z and millennials who dominate the digital market. At the same time, live streaming is also rising in popularity, particularly in the form of live shopping, which combines entertainment with real-time purchasing.
Why Live Streaming & Short Videos Are Game Changers
Both formats offer something that traditional shopping methods and conventional digital advertising cannot: interactivity and emotional connection.
- Short videos capture attention within seconds. They are ideal for product introductions, tutorials, or simply building brand awareness. Social media algorithms also push short-form videos to go viral more easily.
- Live streaming creates a more personal shopping experience. Consumers can ask questions directly, see products in detail, and access exclusive offers in real time.
According to Precedence Research, the global livestream e-commerce market is projected to reach USD 19.86 billion by 2025, growing at a CAGR of around 33%. This confirms that live shopping is not a passing trend but a new pillar of e-commerce.
Indonesia’s Market: Consumers Growing More Active
Indonesia is one of the most promising markets for this trend. A survey by NielsenIQ revealed that 51% of Indonesian consumers shop more often through live sessions, and 44% say they spend more when shopping via live streaming compared to traditional online purchases.
Additionally, a report from GlobeNewswire noted that the Indonesian social commerce market (including live shopping and short videos) is projected to reach USD 5.25 billion by 2025, growing at an average rate of 17.1% annually. This proves that Indonesian consumers are becoming increasingly accustomed to shopping through interactive social channels.
Opportunities for Brands and Businesses
For brands, this trend opens up a wide range of opportunities:
- Boosting Conversions: Real-time interaction makes consumers more confident to purchase immediately.
- Strengthening Brand Loyalty: Personal interaction fosters stronger emotional connections with consumers.
- Maximizing Marketing Effectiveness: Short videos are easier to go viral, while live streaming creates urgency with limited-time offers.
By combining both approaches, brands can build a comprehensive strategy: short videos for awareness, live streaming for conversion.
Challenges to Overcome
Despite its promise, implementing live streaming and short video strategies comes with challenges:
- Content quality: Poorly produced videos can make a brand appear unprofessional.
- Consistency: Platform algorithms reward consistent, regular content—not occasional uploads.
- Resources: A creative team and engaging hosts are essential to make live sessions truly captivating.
Brands that can overcome these challenges will find it easier to stand out in an increasingly competitive landscape.
The Future of Online Shopping in Indonesia
Given the rapid growth in both global and Indonesian markets, live streaming and short videos will clearly become game changers in e-commerce. Consumers don’t just want to shop—they want to be entertained, engaged, and feel directly connected with brands.
Looking ahead, we will see greater integration between marketplaces, social media, and AI technology to deliver smarter and more personalized shopping experiences.
Conclusion
Live streaming and short videos are no longer just trends but key strategies for winning over digital consumers. For brands that want to survive and grow in this era, adopting these approaches is not an option—it’s a necessity.
Is your brand ready to make live streaming & short videos your main weapons to reach consumers? Now is the time to adapt and take smart steps in the ever-evolving e-commerce landscape. Visit AnyMind Group for more information and you can download our latest report for digital landscape to get more insights!
