Optimise TikTok, Local UMKM Sales Surge Sharply During Ramadan
Micro, small and medium-sized enterprise (UMKM) operators are capitalising on heightened digital activity during Ramadan 2026 to boost promotion and sales through the TikTok platform. The surge in user engagement is opening opportunities for local brands to expand their markets and increase transactions.
Internal data indicates that nearly 13 million videos were uploaded during the first week of Ramadan 2026 on TikTok. Business operators are leveraging this high activity to market products, share business stories and reach new consumers through TikTok Shop by Tokopedia and TikTok Ads services.
UNERD Footwear, a footwear brand from Pasuruan, East Java, is among the businesses experiencing significant impact. Founder Yoseph Putera Soesanto stated that the marketing strategy through content and advertising on TikTok has substantially increased orders.
“Through TikTok Ads, we can not only reach new audiences unfamiliar with our brand but also convert them into buyers. Approximately 80 per cent of our buyers are new customers,” Yoseph said.
He added that during this Ramadan period, order numbers increased more than twofold compared to the same period last year. Market reach has also expanded to various regions including Riau, South Sumatra and Lampung.
Similar success has been achieved by Sajodo Snack & Food, a snack and food UMKM from Tasikmalaya, West Java. Founder Firda Khaerunnisa stated that utilising creative content and promotional features on TikTok has helped introduce her products widely.
“Since establishing Sajodo, we have experienced how TikTok’s discovery power and community support make our brand easier to find. We also leverage TikTok Ads to reach new consumers,” Firda said.
According to her, the Ramadan momentum represents a crucial period due to increased snack demand. As a result, Sajodo recorded sales increases of up to threefold during Ramadan 2026.
“As a UMKM with limited capital, TikTok Ads has been instrumental in expanding our reach. The results are immediate, with our sales rising significantly,” she added.
TikTok also introduced the Popular Collection Programme During Ramadan on TikTok (KOLAK Ramadan), held on 13–15 March 2026 at Gandaria City, Jakarta. The programme featured more than 20 UMKMs and local brands, along with various activities including talkshows, workshops and entertainment.
Through this programme, TikTok encourages business operators to capitalise on the Ramadan momentum to increase visibility and sales. The success of numerous UMKMs demonstrates that optimal utilisation of digital platforms can be a key driver of business growth, particularly during periods characterised by high consumer activity such as Ramadan.