Jakarta. Digital wallet providers in Indonesia are facing changing consumer preferences, with users considering not only transaction speed and convenience but also service flexibility, competitive pricing and financial benefits when choosing digital payment platforms.

A MarkPlus survey titled E-Wallet Research 2026: Usage Behavior & QRIS Landscape, which covered 400 respondents across Indonesian cities, found that 90.3% had used digital wallets for more than two years, indicating that the services have become part of consumers’ everyday transaction habits.

ShopeePay was the most frequently used digital wallet among respondents, accounting for 40%, followed by GoPay at 34.3% and DANA at 15.3%. ShopeePay also led in consumer recommendations, with 38%, compared with 35.5% for GoPay and 13.8% for DANA.

Yosanova Savitry, chief marketing officer of MarkPlus Corp (MCorp), said consumer expectations continued to evolve as digital wallets became increasingly integrated into daily life.

“Ease and speed of transactions remain important factors, but consumers also expect service flexibility and tangible financial benefits that meet their needs,” Yosanova said at an MCorp Industry Update press conference.

Beyond QRIS payments and money transfers, digital wallets are also used to purchase digital products, including mobile phone credit, data packages and electricity tokens. The MarkPlus survey found that 69% of respondents used digital wallets for these transactions, while 65.6% considered competitive pricing an important factor.

In the digital product purchasing category, ShopeePay was the most frequently used application, cited by 39.5% of respondents. The findings highlight cost considerations as an important factor in consumers’ use of digital wallets for their everyday needs.

Amid intensifying competition, promotions such as cashback, free transfer fees and discounts also remain among the factors influencing consumer choices. The MarkPlus survey found that 56.8% of respondents considered ShopeePay the digital wallet offering the most promotions, followed by GoPay at 33.5% and DANA at 4.8%.

However, promotions are not the only factor determining continued usage. Consumers also need convenient transaction experiences and benefits relevant to their everyday needs to encourage sustained use of digital wallets.

“For digital wallet providers, understanding these changing preferences and consistently delivering transaction experiences that are relevant, accessible and rewarding is key to remaining competitive while building long-term relationships with consumers,” Yosanova said.

As consumer needs and expectations become increasingly diverse, digital wallet providers face the challenge of balancing transaction convenience, cost efficiency and service quality. Their ability to understand and adapt to changing preferences will be an important factor in maintaining competitiveness in Indonesia’s digital payments industry.

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