Ramadan 2026 Trends: Consumers Begin Choosing High-Value Products
Ramadan is often the peak shopping period for Indonesians. However, this holy month brought a difference. Consumers are no longer just hunting for the cheapest prices but are starting to boldly choose quality products with higher value online.
This shift in behaviour is evident from the rising order value per consumer, not just transaction volume. This means society is increasingly confident in shopping for premium products through e-commerce platforms. This condition aligns with the growing trust in Indonesia’s digital shopping ecosystem.
One platform directly experiencing this shift is Lazada. During Ramadan 2026, this online shopping platform held two consecutive shopping festivals: the Lazada 3.3 Ramadan Mega Sale 2026 from Monday (2/3/2026) to Friday (6/3/2026) and the Lazada THR Sale 2026 from Sunday (8/3/2026) to Thursday (11/3/2026).
LazMall, the official brand channel on the platform, recorded a sales increase of up to 3.5 times compared to normal days.
Head of Operations and Business Growth at Lazada Indonesia, Amelia Tediarjo, stated that the surge in LazMall reflects a broader trend across the platform, namely the increasing desire of consumers to improve their quality of life during the holy month.
“LazMall categories that recorded significant surges are generally related to Ramadan preparations and celebrations, in line with consumers’ desire to enhance their quality of life during the holy month up to Eid al-Fitr,” said Amelia in a release received by Kompas.com on Monday (30/3/2026).
She added that the shopping peak occurred in the second week of Ramadan, coinciding with the start of Eid allowance (THR) disbursements. This moment is utilised by consumers to meet fasting needs while preparing for Eid al-Fitr celebrations.
In terms of categories, fashion recorded the highest growth, up to 5 times compared to normal days. This surge was even across men’s, women’s, children’s, and sports segments.
“Purchases of fashion products are closely linked to the celebratory atmosphere, from iftar gatherings to Eid al-Fitr preparations. Consumers choose products that support their appearance to feel more confident when gathering with family and communities,” explained Amelia.
The household needs category followed with 4.5 times growth. Amelia noted that demand for beauty products, groceries, and mother and baby products grew strongly, driven by increased consumer attention to self and family care during the fasting period.
“We see strong demand for beauty products, groceries, and mother and baby items, in line with increased consumer focus on caring for themselves and their families to smoothly observe the fast,” clarified Amelia.
Meanwhile, the electronics category grew up to 4 times, with surges in demand for smartphones, tablets, and televisions. The order value per consumer in this category also rose sharply, reflecting consumer interest in enhancing life comfort.
“Consumers are increasingly savvy in utilising THR to upgrade electronic devices that not only support entertainment needs but also daily productivity,” added Amelia.
Consumer trust in online shopping has now extended to very high-value products. Sales of cars, both conventional and electric vehicles (EV), on Lazada grew 2.5 times during Ramadan 2026.
Amelia views this trend as reflecting the increasing maturity of Indonesian consumer trust in online shopping, even for very high-value products.
“Car purchases represent the highest form of premium shopping. This is made possible by the presence of official distributors from renowned automotive brands that ensure consumers receive the best products and services, making the online vehicle buying experience seamless,” she said.
Amelia emphasised that the achievements throughout Ramadan 2026 are the result of close collaboration between Lazada and brand partners in providing authentic and quality products along with an enjoyable shopping experience.
“Various deals and promotions we offered during the Ramadan period helped customers more easily meet their own and family needs to welcome Eid al-Fitr,” she said.