Mapping the Digital Wallet Landscape in 2026: Which Platform Leads as Users’ Preferred Choice, According to Ipsos Survey?
Jakarta, 23 February 2026 - Digital wallets (e-wallets) are no longer merely an alternative payment method, but have evolved into an integral part of people’s financial lifestyles. The industry is entering a new phase with the emergence of integrated ecosystems within a single application capable of supporting a wide range of digital transaction needs.
Through its latest study titled Digital Wallet Research 2026: User Behavior & Competitive Landscape, Ipsos Indonesia found that digital wallets are increasingly integrated into various daily financial activities. The research shows that the majority of users utilize digital wallets for online shopping (86%), food and beverage purchases (77%), payment of routine bills such as electricity and internet (69%), as well as transfers to bank accounts (68%).
Amid this rapid growth, a competitive landscape has emerged among major digital wallet players such as ShopeePay, GoPay, DANA, and OVO. Each platform continues to introduce innovations through promotional programs, feature enhancements, and the development of service ecosystems that align with users’ digital transaction needs.
Among the digital wallet providers in Indonesia—ShopeePay, GoPay, DANA, and OVO—ShopeePay ranks first across several key indicators. These indicators include:
Top of Mind Awareness
ShopeePay is the first brand that comes to mind for 41% of respondents, followed by DANA (26%), GoPay (23%), OVO (8%), and others (2%).Usage in the Last Three Months
ShopeePay records the highest usage rate at 91%, followed by GoPay (67%), DANA (67%), and OVO (44%).Monthly Transaction Frequency
On average, respondents conduct 23 transactions per month using ShopeePay, followed by OVO, GoPay, and DANA.
According to Andi Sukma, Executive Director of Ipsos Indonesia:
“The digital wallet competitive landscape in 2025 has evolved from simply building awareness to a race in developing integrated digital ecosystems within a single application. Ipsos’ latest research shows that user preferences are now rooted in system security and the depth of service integration. It is no longer about which brand is the most recognized, but rather which platform can seamlessly be present at every touchpoint of people’s financial lives.”
Trends in Consumer Behavior in Choosing Digital Wallets
As digital wallets are increasingly used for a wide range of needs, user preference has become a crucial factor in determining which digital wallet consumers choose.
Ipsos’ latest research reveals several key factors influencing people’s decisions when selecting a digital wallet. The distribution of user preferences is as follows:
• Attractive Promotions
Amid intensifying competition, promotional offers remain the primary driver encouraging users to transact using digital wallets. The study shows that among the various promotions offered, free administrative fees (79%), cashback (71%), and discounts or price reductions (66%) are the three most preferred promotional offers among respondents.
Promotional incentives therefore serve as an important instrument, not only in increasing attractiveness but also in strengthening user loyalty toward digital wallet platforms.
Ipsos’ research reveals that ShopeePay is perceived as the digital wallet brand that most frequently offers free administrative fees, cited by 56% of respondents, followed by DANA, GoPay, and OVO.
In addition to free administrative fees, the study highlights cashback as one of the most appealing promotions within the digital wallet ecosystem because it provides immediate and tangible benefits for users. ShopeePay further strengthens its position by ranking first as the digital wallet perceived to offer cashback promotions most frequently, at 63%, followed by GoPay, DANA, and OVO.
Similarly, in terms of discounts or price reductions, ShopeePay also ranks first at 65%, followed by GoPay, DANA, and OVO.
• Integration with Applications
The industry is no longer solely driven by promotional programs. The research indicates that competition does not only occur at the promotional level, but also through efforts to build strong brand associations in consumers’ minds across multiple dimensions.
Digital wallets that are integrated with e-commerce platforms and other digital services have a greater likelihood of being used repeatedly. According to the survey results, ShopeePay is the digital wallet most frequently used for online transactions, with 68% of respondents selecting it, followed by GoPay (17%), DANA (10%), and OVO (2%).
• Widely Used at Favorite Merchants
The use of digital wallets is not only dominant in online transactions but is also becoming increasingly prevalent in offline environments through QRIS payments.
Beyond QRIS usage, the data also shows that respondents frequently use digital wallets for purchasing mobile data packages and paying utility bills. In this category, ShopeePay leads with 53%, driven by promotional offers such as free administrative fees for mobile data purchases and bill payments, as well as more affordable electricity token payments. The following positions are occupied by GoPay, DANA, and OVO.
To further understand how digital wallets are used in everyday transactions, Ipsos also evaluated usage patterns based on transaction types and merchant coverage. The distribution is as follows:
| Mobile Top-Up & Bill Payment | Game Top-Up & In-Game Purchases | Food & Beverages | Offline Retail (Supermarket / Convenience Store) | |
| ShopeePay | 53% | 45% | 58% | 56% |
| GoPay | 23% | 30% | 24% | 19% |
| DANA | 14% | 17% | 11% | 16% |
| OVO | 7% | 7% | 6% | 7 |
These findings are also aligned with user perceptions regarding merchant reach. The study reveals that ShopeePay ranks first as the digital wallet with the widest merchant network at 57%, followed by GoPay, DANA, and OVO.
Ease of Use & Security
Ease of use and security remain two fundamental factors influencing users’ choice of digital wallets. An intuitive application interface, fast transaction processes, and simple feature navigation enable users to conduct their daily activities comfortably and efficiently. Meanwhile, security assurance serves as the primary foundation for building user trust.
This is also reflected in the survey results. On the ease of top-up indicator, ShopeePay leads with 51%, followed by GoPay (46%), DANA (45%), and OVO (40%). Meanwhile, on the security indicator, ShopeePay records the highest score at 55%, followed by the other three players.
Andi Sukma added:
“Promotions may still serve as the primary entry point, but ecosystem integration, ease of use, security, and relevance to lifestyle will become the key differentiators in the long term. ShopeePay’s strength across multiple indicators highlights that beyond promotional incentives, perceptions of usability and security play a significant role in shaping user preferences. This indicates that ShopeePay has built a strong foundation for fostering trust while maintaining competitiveness in Indonesia’s digital payments industry.”
Gen Z as the Driving Force Behind Digital Payment Adoption
The evolution of digital wallets from an alternative payment method into an integrated ecosystem within a single application cannot be separated from the role of a generation that does not merely follow trends, but actively shapes new standards and habits in the market. The group acting as the most aggressive accelerator within the digital wallet ecosystem is Generation Z.
No longer just trend followers, Gen Z — as digital natives who grew up with easy access to the internet — have high expectations for payment solutions that can seamlessly integrate with their digital lifestyle. Based on the latest consumer behavior data, digital wallet penetration in the Ever Used in the Past 3 Months (P3M) category shows that 88% of Gen Z respondents choose ShopeePay as the digital wallet they use most frequently, followed by DANA (72%), GoPay (68%), and OVO (47%).
These preferences do not emerge without reason. Gen Z’s decision to use digital wallets is driven by several key factors, including practicality (57%) and the availability of admin fee-free transactions (49%), covering various activities such as inter-platform transfers, balance top-ups, and cash withdrawals. In addition, flexibility of use across various merchants (48%) also plays an important role in shaping their preference.
As the reach of digital services continues to expand, the integration of digital wallets into the daily lives of younger generations becomes even deeper. The survey findings indicate that Gen Z’s digital wallet usage is concentrated around several key daily activities, including online shopping, purchasing food and beverages, as well as gaming and digital services such as mobile top-ups and bill payments.
To better understand this behavior, the following section outlines the distribution of digital wallets most frequently used by Gen Z across different merchant categories.
| Food & Beverages | Mobile Credit Purchase & Bill Payments | Game Top-Ups & In-Game Item Purchases | |
| ShopeePay | 50% | 49% | 37% |
| OVO | 9% | 5% | 3% |
| GoPay | 26% | 23% | 24% |
| DANA | 15% | 22% | 33% |
Meanwhile, the use of digital wallets by Gen Z in the gaming and digital services category is becoming an increasingly interesting area to explore. This category includes game top-ups, in-game item purchases, as well as mobile credit and data package needs, representing Gen Z’s fast-paced and always-on lifestyle. In this context, digital wallets are no longer merely payment tools, but key enablers that provide 24/7 instant access to support real-time and seamless digital consumption.
In a rapidly evolving ecosystem, payment methods that can keep up with the rhythm of digital consumption become a decisive factor in user preference, particularly among Generation Z. Data shows that for game top-up needs, ShopeePay leads with 46%, followed by DANA (28%), GoPay (19%), and OVO (4%). Furthermore, when viewed from the perception of top-up process convenience, ShopeePay again ranks first with 54%, followed by DANA (22%), GoPay (19%), and OVO (5%).
These figures indicate that ease of use is a key determinant in entertainment-related categories such as gaming and digital services, where the speed and simplicity of the transaction process have a direct impact on the user experience.
“Gen Z no longer sees digital wallets as an alternative payment method, but as part of their lifestyle. Any service provider that can integrate entertainment, such as gaming, with seamless one-click transactions will be the one that wins the market in this decade,” added Andi.
Indonesia’s digital payment market is now entering a mature phase. Competition is no longer solely about features, but about relevance to users’ daily needs. Platforms that can deliver real value—whether through convenience or savings—will ultimately become consumers’ top choice.
