Sales Soar 300 Percent: Tokopedia & TikTok Shop Boost Local Fashion Brands During Ramadan
Tokopedia and TikTok Shop have announced that the period leading up to and during Ramadan presents a significant opportunity for local Muslim fashion brands to accelerate sales.
Executive Director of Tokopedia and TikTok E-commerce Indonesia, Stephanie Susilo, emphasized that this opportunity also strengthens the position of these brands in the national e-commerce market.
“Tokopedia and TikTok Shop, through relevant features and campaigns, such as the ongoing ‘Ramadan Ekstra Seru,’ will continue to strive to be strategic growth partners for businesses in Indonesia,” Stephanie said in a statement on Wednesday, February 25, 2026.
One local fashion brand that has successfully boosted its sales during Ramadan is Gwenza (@gwenza_official), which has captured attention and increased transactions through its exclusive Ramadan collection.
Supported by promotions from a series of public figures through marathon live streams on TikTok, and guided directly by Gwenza’s Founder, Deby Lianti, Gwenza has achieved third place in the fashion category and first place in the Muslim fashion category on the TikTok Shop by Tokopedia platform.
“The pre-Ramadan period is crucial for businesses, so on January 29, 2026, we launched a special Ramadan collection with well-known artists and affiliate content creators, and this increased our GMV on TikTok Shop by Tokopedia by 304 percent,” said Deby.
Gwenza is one of the sellers included in the Tokopedia & TikTok Shop Case Study Library, a comprehensive and specially curated collection of successful seller experiences on the e-commerce platform.
The study aims to help businesses, marketing practitioners, and the media learn about business growth models that can be replicated.
In the Muslim Fashion category, the best-selling products on Tokopedia include gamis, hijabs, and sarongs. Meanwhile, on TikTok Shop, they are gamis, hijabs, and mukena. On a national scale, fashion is the largest category in Indonesian e-commerce, contributing up to around 16 percent of total transactions.
The most prominent strategy of the Ramadan campaign on TikTok Shop by Tokopedia by Gwenza was a marathon live streaming session lasting 13 hours, entitled ‘Live Exclusive Bertabur Bintang’ (Live Exclusive with Stars). Throughout the session, celebrities and affiliate content creators took turns appearing, keeping the energy and engagement high. The results were very significant: GMV from the live streaming increased 7 times compared to the average daily GMV in January.