As Indonesians embrace the spirit of Ramadhan, their online shopping habits have taken an unexpected turn. In an astonishing surge, transactions on TikTok Shop and Tokopedia have spiked by up to 10 times during pre-dawn sahur hours, marking an unprecedented shift in consumer behavior.

What’s behind this late-night shopping frenzy? The answer lies in a powerful combination of irresistible discounts, free shipping promotions, and the seamless integration of entertainment and e-commerce. Sellers and content creators have been fueling this trend, uploading over 72 million short videos in just the first week of Ramadhan, while live-stream shopping broadcasts have drawn in more than 2 billion views.

From Essential Goods to Fashion Frenzy
In the early days of Ramadhan, Indonesian consumers primarily sought staple goods such as cooking oil, sugar, traditional cakes, and dates. However, as the holy month progresses, the demand for fashion items has skyrocketed, turning e-commerce platforms into a virtual fashion marketplace.

On Tokopedia, women’s modest wear, handbags, and hijabs have become the hottest-selling items. Meanwhile, TikTok Shop has seen a surge in sales of men’s Islamic clothing, prayer essentials like mukena, and hijabs. This evolving shopping trend highlights how Ramadhan is not just a time of spiritual reflection but also an opportunity for personal and household preparations.

The Power of Content-Driven Shopping
The synergy between content and commerce has never been stronger. With the rise of live shopping and influencer-driven promotions, TikTok Shop and Tokopedia have cemented their dominance as the go-to platforms for digital shopping. Consumers are no longer just browsing; they are engaging, watching, and purchasing in real time—making late-night scrolling a surprisingly lucrative habit for both businesses and content creators.

As Ramadhan continues, will these trends hold steady, or will new patterns emerge? One thing is certain—e-commerce is no longer just about convenience; it has become an immersive experience that blends entertainment, community, and commerce like never before.