From Traditional Markets to Online Marketplaces: The Transformation of Consumer Behavior in the Digital Age
Keywords:
Consumer behavior, Digital economy, Marketplace, Traditional market, E-commerce.Abstract
This article discusses the transformation of Indonesian consumer behavior from traditional markets to digital marketplaces. The research uses a descriptive-qualitative approach based on literature studies and secondary data from BPS, APJII, Bank Indonesia, and the e-Conomy SEA report. The results of the study show that changes in consumer behavior do not only occur in purchasing channels, but also in trust mechanisms, value formation, and decision-making patterns. Marketplaces expand choices, reduce information search costs, speed up transactions, and open up opportunities for MSMEs to reach a wider market. However, this transformation also poses new risks in the form of platform dependence, impulsive consumption, information asymmetry, and data protection. The novelty of the article lies in a micro-meso-macro framework that combines consumer behavior, marketplace infrastructure, and the implications of the digital economy. This study recommends strengthening consumer literacy, platform governance, and omnichannel strategies for business actors.
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