Instant Economy and Online Qurban Trends in Indonesia

JAKARTA, KOMPAS.com - In the past, performing Qurban during Eid al-Adha meant visiting livestock pens directly, selecting animals, witnessing the slaughter, and distributing meat to the local community. Now, this experience is slowly changing. With just a few clicks on an app—selecting a package and making payment—the Qurban ritual can be completed in minutes. This transformation is part of broader shifts in consumer behaviour in the digital age, where physical interactions are increasingly replaced by platform-based transactions, even in religious practices. ‘Digital transactions are a phenomenon we face today with advanced technology, and this will inevitably extend to religious practices, including social and transactional rituals,’ said Ahmad during INDEF’s Sharia Insight programme on Tuesday, 26 May 2026. He noted that Qurban is not only a religious duty between humans and God, but also involves social relationships among people. Therefore, the digitisation of Qurban should not merely be viewed as a change in payment methods. The rise of online Qurban platforms coincides with societal shifts towards faster, more convenient services. From ticket purchases and hotel bookings to financial services, everything is now digital. A similar trend is emerging in Qurban practices. ‘Online ticket purchases, hotel bookings, and other digital services inevitably reduce the involvement of various parties,’ Ahmad said. Digital platforms also offer choices in pricing, animal types, and meat distribution locations. However, Ahmad cautioned that convenience does not automatically preserve the essence of the ritual. ‘What we need to critically assess is whether Qurban requires direct personal involvement—meeting people face-to-face. It’s not about validity, but experiencing the process firsthand,’ he said. ‘Naturally, this differs when meeting in person. Direct Qurban allows one to see the animal, select it, participate in the slaughter, and experience the entire process from start to finish,’ he added. On the other hand, Ahmad acknowledged that digital platforms also provide solutions for those with certain limitations, such as health issues, age, or geographical distance from Qurban sites. ‘For example, due to illness or being geographically distant, making it impossible to attend in person,’ he added.