Live Streaming During Sahur Drives Surge in E-Commerce Transactions During Ramadan
Digital shopping activities during Ramadan demonstrate a shift in consumption patterns, with a significant surge in transactions during sahur times. The integration of video content and interactive features has become the primary driver of increased transactions on e-commerce platforms.
Throughout Ramadan 2026, transactions during sahur were recorded to have surged up to 15 times, triggered by intensive live streaming activities on digital platforms. This surge reflects a change in consumer behaviour that increasingly relies on real-time content for making shopping decisions.
Executive Director of Tokopedia and TikTok Shop Indonesia, Stephanie Susilo, stated that the sahur momentum is one of the most active periods during Ramadan.
“Supported by the discovery power and community on TikTok, we provide a #BelanjaAman and #JualanNyaman experience for buyers and sellers, complete with various attractive offers in the Ramadan Ekstra Seru campaign, especially during peak Ramadan hours like sahur,” said Stephanie in her statement on Wednesday (1/4/2026).
Throughout that period, live streaming content recorded a total of up to 38 billion views. This activity not only drives interactions but also directly contributes to increased seller transactions.
“The 15-fold increase in transactions on our e-commerce platform, in this case TikTok Shop by Tokopedia, throughout sahur this year proves that videos on TikTok not only inspire but also help sellers optimise growth during crucial moments like Ramadan,” said Stephanie.
In terms of categories, Muslim fashion recorded a threefold increase in transactions during the campaign compared to normal days. On the other hand, a surge in transactions also occurred in the first hour of the peak campaign, with an increase of up to threefold compared to the same period the previous year.
Data from the Ministry of Tourism and Creative Economy shows that the fashion sector contributes 17.6 percent to the national creative economy, or around Rp225 trillion. This condition makes Ramadan an important momentum for driving the growth of local brands.
Several business actors recorded significant increases during that period. Local brand Batik Christo noted a more than fourfold increase in transactions on TikTok Shop, while Fortklass experienced a nearly 12-fold surge on Tokopedia.
Sales strategies have also been adjusted. LIVE streaming has become the main driver on TikTok Shop, while the flash sale feature has increased product visits up to 23 times on Tokopedia. Food and beverage products became one of the categories with the highest performance.
This trend shows that the integration of content, community, and transactions has become a key factor in driving e-commerce growth, especially during seasonal periods like Ramadan.