Ramadan Drives Transaction Surge as TikTok–Tokopedia Strengthens Discovery Commerce Strategy
Ramadan momentum has become a catalyst for the growth of Indonesia’s digital economy. TikTok, Tokopedia, and TikTok Shop are leveraging this period to strengthen the integration of content and trade ecosystems to capture the surge in seasonal consumption.
Indonesia’s economy grew by 4.87% in Q1 2025, with Ramadan being one of the major drivers of household consumption. The seasonal pattern is prompting digital platforms to optimise promotional strategies and content-based engagement.
Edwin Lengkei, Communications Lead for TikTok Indonesia, said Ramadan is a period of peak content activity on the platform.
“Last year, more than 21.9 million videos were uploaded during Ramadan. This participation indicates high community engagement, while also opening up opportunities for businesses, including SMEs, to be more easily discovered in the era of discovery e‑commerce,” he said at a press conference and buka bersama (breaking of fast gathering) in Jakarta, on Wednesday, 4 March 2026.
In the first week of Ramadan 2026, he continued, almost 13 million short videos had been uploaded by creators and sellers on TikTok. That figure nearly half of the total uploads in Ramadan last year.
Antonia Adega, Communications Senior Lead for Tokopedia & TikTok Shop Indonesia, said the surge in content directly affected transactions.
“In the early days of Ramadan 2026, LIVE shopping was watched more than 3.4 million times. Products such as gamis (muslim dresses), mukena, coffee, mobile phones, and shirts were among the best-sellers,” Adega said.
Internal data shows that 68% of users consider TikTok the starting point for Ramadan inspiration, from ideas for breaking fast to Raya shopping. The integration with Tokopedia and TikTok Shop then converts that traffic into transactions.
From the businesses’ perspective, the integration of content channels, advertising, campaigns, and affiliate programmes is seen as accelerating growth. Mukena brand Wisanggeni founder Nila Wulandari said her business’s transaction value more than doubled during Ramadan this year thanks to optimising live streaming features and creator collaborations.
Tokopedia and TikTok Shop also recorded increases in transactions for several Muslim fashion and food-and-beverage brands, by more than five times on average during the campaign period. The Bandung-based Muslim fashion brand Gwenza recorded a sevenfold rise after launching its latest collection through long-form live streaming and affiliate collaboration.
Against this backdrop, the role of affiliate content creators has become increasingly dominant in driving conversions. Artist and affiliate Jordi Onsu said consistency and relevance of content are key factors in boosting engagement and sales during peak consumption periods.
“The key to effective promotional content lies in relevance and consistency. During Ramadan, I choose products that are relatable on TikTok Shop by Tokopedia, then package them with interactive content and stay LIVE on TikTok to keep the audience engaged,” Jordi said.
Beyond boosting retail transactions, Ramadan is also being used to promote digital financial services. Tokopedia notes that online collection of zakat fitrah reached more than IDR 5.6 billion as of 31 March 2025 from around 120,000 zakat payers channelled through zakat organisations.
Aggressive discount strategies, flash sales, shipping subsidies, and gamified shopping are among tools used to maintain traffic and purchasing power. On the other hand, the integration of content and trade demonstrates a shift in consumer behaviour, from need-based searching to inspiration-based engagement and community interaction.
The Ramadan momentum shows that growth in the e-commerce industry is increasingly determined by the strength of the ecosystem—combining content, creators, sellers, and transaction features—to maximise the peak season of domestic consumption.