TikTok Shop by Tokopedia's Strategy Successfully Converts Content into Sales During Ramadan

Jakarta, VIVA – The growth in transaction value and achieving the top position as a children’s book brand on TikTok Shop by Tokopedia represents a proud achievement for Ziyadbooks. More importantly, Ziyadbooks’ story demonstrates that the best growth comes when a brand truly understands the moment.

Ziyadbooks Chief Marketing Officer Helmi Rian explained that the strategy employed to achieve this was converting content into sales, particularly during this year’s Ramadan period.

“Ziyadbooks devised a clear and measurable strategy by maximising the Tokopedia and TikTok Shop ecosystem during Ramadan,” Helmi said in a statement on Monday, 23 February 2026.

He said the company built buyer trust through collaborative content with affiliate content creators. The affiliate content creators’ faces are visible as they read the books during promotions, making their recommendations feel more convincing.

When parents see a trustworthy figure, purchasing decisions happen more quickly. As a result, Ziyadbooks’ sales rose by 38 per cent, with 93 per cent of transactions originating from affiliate content creators and a 70 per cent increase in content assets. This means content has successfully become the primary driver of sales.

“The openness of information has made parents increasingly selective in choosing products for their children. We are here not merely to sell books, but to be a trusted partner for Indonesian families in building good habits, especially during special moments such as Ramadan,” Helmi said.

According to him, collaboration with affiliate content creators was carried out in layers, from mid-tier to large-scale creators, thereby broadening audience reach whilst enriching the narratives conveyed.

During the month of Ramadan, Helmi continued, content was made as relevant as possible to ensure wider acceptance. Complementing promotions with affiliate content creators, Ziyadbooks also introduced thematic Ramadan bundle packages — bestselling book sets packaged with strong messaging about the benefits of reading.

“This strategy not only increased appeal but also drove sales,” he said.

To strengthen performance amid intense Ramadan competition, Ziyadbooks allocated 20 per cent of total transaction value for automated advertising through the GMV Max feature on Tokopedia and TikTok Shop, with active optimisation during the first week of the campaign to ensure maximum results.