“Retailers need to catch them on the digital level and follow up with a physical shopping experience,” digital agency SapientNitro director Sean Burke-Gaffney told thejakartapost.com on Friday.

Burke-Gaffney said what happened in Indonesia was that customers have not yet fully shifted to digital shopping, adding that they still needed to go to physical shops.

In response to the reality, physical retailers were now also engaging in online markets, which was leading to the online-offline activities becoming more seamless, Burke-Gaffney said.

However, Burke-Gaffney mentioned that there were still problems making electronic payment, such as a dispute between communications companies and banks regarding e-money.

“The era of the e-wallet and near field communication (NFC) payment will come shortly to Indonesia, but this issue must be solved first,” he said, adding that the same problem also happened in Thailand and India.