Comparative Analysis of E-Commerce Platform Popularity in Indonesia Using Google Trends Data

Abstract

This study aims to examine differences in the popularity of major e-commerce platforms in Indonesia using Google Trends search interest data. The research is motivated by increasing competition in the digital marketplace and the need to understand consumer attention across platforms.

This study employs a quantitative approach using secondary time-series data from Google Trends (2021–2026). Descriptive analysis, trend analysis, and the Kruskal–Wallis test are used to identify differences in search interest, followed by post-hoc pairwise comparisons using the Mann–Whitney test with Bonferroni adjustment.

The results reveal significant differences in search interest among platforms. Shopee consistently dominates search interest, followed by Tokopedia and Lazada, while Bukalapak and Blibli show substantially lower levels. Statistical testing confirms that all platforms differ significantly from one another.

This study relies solely on Google Trends data, which reflects relative search interest rather than actual transaction volume. Future research may integrate financial or behavioral data for more comprehensive analysis.

The findings highlight the importance of digital visibility, marketing intensity, and consumer engagement strategies in shaping platform popularity. Managers can utilize search data as an early indicator for strategic decision-making.

This study contributes by utilizing Google Trends as an alternative data source to assess e-commerce competitiveness, offering real-time insights into consumer attention in the Indonesian digital market.