Ramadhan Transactions Surge as SMEs Leverage TikTok for Market Expansion

Jakarta – The Ramadhan period has driven increased digital economic activity amongst the public, ranging from content consumption to online shopping transactions. This presents an opportunity for business operators, particularly SMEs, to boost sales and expand their market reach.

During the first week of Ramadhan 2026, nearly 13 million videos were uploaded to TikTok by content creators and business operators. This high level of interaction reflects increased digital consumption activities during Ramadhan.

Business operators have capitalised on this surge in activity to strengthen product marketing through the digital ecosystem, including the trading features on TikTok Shop by Tokopedia. This platform enables business operators to reach a wider consumer base whilst driving sales conversions.

Additionally, various digital marketing solutions such as TikTok Ads have been utilised to increase product visibility, particularly for SMEs with limited promotional budgets.

Two local business operators, Sajodo Snack & Food from Tasikmalaya and UNERD Footwear from Pasuruan, exemplify how optimising digital platforms can drive business growth during Ramadhan.

UNERD Footwear recorded more than a twofold increase in orders during Ramadhan compared to the same period the previous year. This growth was driven by digital marketing strategies tailored to consumer needs during the Lebaran period, such as footwear products for Eid visiting activities.

The use of organic content and digital advertising also expanded the customer base, including from outside Java such as Riau, South Sumatra and Lampung. Approximately 80 per cent of UNERD’s buyers were recorded as new customers.

This market expansion has strengthened UNERD’s position not only in digital channels but also in offline retail networks and export markets, including to Japan.