Strategies for Sustainability Business E-Commerce in Indonesia

Taobao is the largest e-commerce platform in China, targeting individual consumers and serving as the top choice for millions of users. This paper discusses the factors influencing customer shopping behavior on Taobao. This type of research is correlational using qualitative methods. The data collection method used is a questionnaire presented in the form of a Likert scale, distributed to 50 consumers aged 18–55 years. These respondents are customers who shop online on Taobao. The results calculated using the Likert Scale show a “Strongly Agree” percentage score for factors such as seller response, free shipping, competitive price, delivery time, available product, customer review, discount, rating of seller. The “Agree” category was noted for factor cashback. This indicates that strategies for sustainability business E-Commerce in Indonesia must be paid to the aforementioned factors. This research can serve as a recommendation for those looking to start an online business startup.