Table of Contents
Key Takeaways:
- Local Indonesian brands are increasingly sought after by consumers across a wide range of categories, from food and beverages to fashion and beauty, with e-commerce as the primary shopping channel.
- For today’s local brands, business growth is increasingly determined by how ready their integrated payment systems are. A seamless checkout experience is essential to prevent growth from being held back.
- DOKU’s payment solutions help Indonesian local brands scale faster. From websites and social commerce to chat-based selling, businesses can manage payments within one practical, consistent, and scalable ecosystem.
Indonesia’s local brand industry is attracting more attention than ever. Homegrown products are becoming increasingly competitive across various consumer segments, from everyday essentials to lifestyle products.
However, behind this growing demand, local brands also face new challenges, including expanding sales channels, handling higher transaction volumes, and meeting consumers’ expectations for seamless digital shopping experiences. This is where payment infrastructure becomes crucial. Without an integrated and flexible payment system, business growth can easily be slowed down by inefficient transaction processes.
To better understand both the opportunities and urgency behind this shift, it’s important to first look at how Indonesian consumers perceive local products — and why local brands are becoming increasingly preferred today.
Indonesian Local Brands Are Becoming More Popular, Here Are the Trends
The Jakpat research survey through GoodStat revealed that most Indonesian consumers (85%) still prefer local brands over foreign products.
Most Popular Local Product Categories
Jakpat’s Local Product Shopping Behavior in Indonesia survey also shows that Indonesians actively use local products across multiple categories, not only for essentials but also for lifestyle and daily needs, including:
- Food & Beverage (79%)
- Fashion & Accessories (65%)
- Beauty & Personal Care (59%)
- Health Products (42%)
- Household & Electronics (38%)
- Local Digital Services (28%)
- Sports Products (25%)
Why Indonesian Consumers Prefer Local Brands
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Several factors influence consumers to choose local products, including:
More Affordable Prices
Around 72% of respondents prefer local products because they are more affordable, making price one of the strongest purchasing factors.
National Pride & Social Impact
More than 56% of respondents said they feel proud using local products. Meanwhile, 50% purchase local brands to support local MSMEs, and 37% believe buying local helps create new job opportunities.
Better Accessibility & Availability
Local products are also considered easier to find than imported goods, with 56% of respondents saying local brands are more accessible.
Competitive Quality
As many as 35% of respondents believe local products offer quality comparable to international brands.
Where Do Consumers Shop for Indonesian Local Brands?
Consumers are more likely to purchase local products through e-commerce platforms (68%) compared to minimarkets (47%) or small kiosks/warungs (39%). This highlights how important technology and social media have become in influencing consumer purchasing behavior in Indonesia.
In other words, even simple local products can sell faster when connected to the right digital channels and supported by convenient purchasing methods.
Digital Payments: The Key to Scaling Local Brands
Amid the rapid growth of local brands, one critical aspect that is often overlooked in business strategy is the role of payments as part of the customer shopping experience. In the era of omnichannel commerce and social selling, checkout is no longer just the final step of a transaction — it directly influences purchasing decisions.
A fast, seamless, and low-friction payment experience can significantly increase conversion rates while encouraging repeat purchases. In this sense, digital payments have become one of the core foundations for local brands that want to scale sustainably.
How DOKU Helps Indonesian Local Brands Scale Up
As one of Indonesia’s digital payment fintech companies, DOKU provides payment solutions designed to help enterprises and mid-sized businesses — including local brands, accept payments more easily, quickly, and securely without having to build their own payment infrastructure.
Through integrated payment solutions, DOKU helps local brands simplify transactions, expand sales channels, and improve customer experience.
Here are several DOKU solutions that support business growth and scalability:
1. Payment Plugin (e.g. Shopify)
This solution is ideal for businesses that want to build and manage their own online store.
Suitable for businesses that:
- Use Shopify for their online store
- Want to accept payments without complex technical processes
- Prefer not to build their own payment system
Key benefits:
- Fast and easy integration
- Supports multiple payment methods
- Creates a more seamless and professional checkout experience
2. Payment Link
Payment Link allows businesses to accept payments simply by sharing a payment URL.
Suitable for businesses that:
- Sell through WhatsApp, Instagram, or other chat platforms
- Don’t yet have a website or mobile app
Key benefits:
- Create payment links within minutes
- Share links directly through chat or social media
- Can function as invoices or order confirmations
3. Digital Catalog
Digital Catalog helps businesses showcase products on a single online page.
Suitable for businesses that:
- Want to display products online without building a website
- Operate in food, services, or custom product businesses
Key benefits:
- Products are neatly organized and easy to share
- Customers can browse and pay instantly
- Saves operational time and costs
4. PayChat
PayChat combines chat and payment into one seamless WhatsApp flow, from conversation to checkout.
Suitable for businesses that:
- Primarily interact with customers via WhatsApp
- Want to shorten the process from inquiry to payment
Key benefits:
- Faster transaction flow
- Reduces payment errors
- Delivers a smoother customer experience
Through these integrated solutions, DOKU helps Indonesian local brands and mid-sized businesses build payment systems that align with modern selling behaviors ,from online stores and social commerce to chat-based selling, enabling businesses to scale more sustainably.
Today, payment readiness has become a competitive advantage for Indonesian local brands that want to grow faster and more sustainably. As consumer behavior becomes increasingly digital, local brands are no longer expected to simply offer quality products and compelling brand stories. They must also ensure that every transaction experience is easy, fast, and consistent across all sales channels.
With the right payment infrastructure, local brands can expand market reach, improve operational efficiency, and build long-term customer loyalty because today, a brand’s value is also defined by how easily customers can buy its products.
