Shopee Records Ramadan 2026 Trends, from Gamification to Muslim Fashion
Jakarta (ANTARA) - Shopee has recorded several new trends during the Big Ramadan Sale 2026 campaign, ranging from increased interactive game-based activities to a surge in public interest in modern Muslim fashion ahead of Eid al-Fitr.
Senior Director of Business Development at Shopee Indonesia, Adi Rahardja, stated that the annual campaign is not only an occasion for hunting promotions but has also evolved into a digital recreation space and companion to worship activities during Ramadan.
“We have seen extraordinary enthusiasm that creates new routines in fulfilling various needs. The public is now seeking a balance between appearance preparations and enjoyable digital activities during Ramadan,” Adi said in an official statement in Jakarta on Monday.
Shopee has summarised five main trends that coloured user behaviour during this year’s campaign period.
First, the increased use of interactive features and gamification as a new routine. In-app games such as “Beduk Berkah” were played 26.5 million times, with users’ favourite time at 04:00 WIB during suhoor. Additionally, the AI-based feature “NegoNeko” recorded up to 280 million interaction sessions, indicating high user interest in more interactive shopping experiences.
Second, the trend of increased searches for Muslim fashion products. Shopee recorded a threefold increase in searches for the keyword “baju Lebaran”. Products such as pashmina hijabs, brokat gamis, satin skirts, koko shirts, and family sarimbit sets became users’ top choices, reflecting a tendency towards more modern styles while prioritising modesty.
Third, changes in shopping patterns utilising suhoor time. At the campaign peak, sales in the food and beverage category during suhoor increased more than 13-fold compared to normal days. Products like cooking oil, instant noodles, and dishwashing soap became the most purchased items.
Fourth, high fashion shopping activity in the regions. Residents in Sidoarjo and Karawang were recorded as the most active in transacting Muslim fashion products during the campaign.
Fifth, the rising popularity of live streaming features. The Shopee Live Superstar programme titled “Mega Bintang Banting Harga” featured several public figures such as Jordi Onsu, Ria Ricis, Louisse Scarlett, and Ibnu Wardani. One session recorded an increase in viewers up to 21 times compared to normal days, accompanied by millions of interactions in the live chat column.
Adi added that these trends show that the digital ecosystem can provide positive impacts on the dynamics of public lifestyles, including in preparing for Ramadan and Eid al-Fitr needs.
“We are committed to continuing to innovate to support every precious moment of the Indonesian people,” he said.
The Shopee Big Ramadan Sale 2026 campaign runs until 22 March 2026 with various promotions, including Beduk Berkah 10M, Gebyar Ramadan Serba Rp1, and Kejar Voucher 50 percent.