Tips for Local Muslim Fashion Brands Gwenza Boosts Ramadan Sales by 304 Percent on TikTok Shop by Tokopedia

Photo: Special

JAKARTA - At the peak of the modest fashion shopping season, Ramadan, local fashion brands compete to attract consumer attention through special collections to a fun and reliable shopping experience. Gwenza (@gwenza_official), one of the local fashion brands on Tokopedia and TikTok Shop, managed to steal attention and boost transactions through exclusive Ramadan collections promoted by a number of public figures through live streaming on TikTok in a marathon, guided directly by Gwenza Founder, Deby Lianti.

"The pre-Ramadan moment is very crucial for business actors, so on January 29, 2026, we launched a special Ramadan collection with famous artists and affiliate content creators, and this increased our GMV on TikTok Shop by Tokopedia by 304 percent," explained Deby, in a statement, Wednesday, February 25.

Gwenza also took third place in the Fashion category and first place in the Muslim Fashion category on the TikTok Shop by Tokopedia platform. Gwenza is one of the sellers who are included in the Tokopedia & TikTok Shop Case Study Library, a collection of successful seller experiences on a comprehensive and curated e-commerce platform; aims to help business owners, marketing practitioners, and media learn replicable business growth models.

In the Muslim Fashion category, the best-selling products on Tokopedia, include gamis, hijab and sarung, while on TikTok Shop, gamis, hijab, and mukena. On a national scale, fashion is the largest category in Indonesian e-commerce, contributing around 16 percent of total transactions.

"The period before and during Ramadan is a great opportunity for local Muslim fashion brands to accelerate sales while strengthening their position in the national e-commerce market. Tokopedia and TikTok Shop through relevant features and campaigns, such as the current Ramadan Extra Exciting, will continue to strive to be strategic growth partners for business actors in Indonesia," said Executive Director of Tokopedia and TikTok E-commerce Indonesia, Stephanie Susilo.

Celebrity Personalized Exclusive Collection

Ramadan tends to be a moment where people hunt for the latest collection of Muslim fashion, a trend that is responded to well by Gwenza through the launch of a thematic collection of the holy month. They were very successful in promoting the special Ramadan collection through live streaming with celebrities, creating authentic interactions that inspire and entertain. Gwenza partnered with Ria Ricis, Sahrul Gunawan, Dine Mutiara, Hengky Kurniawan, Sonya Fatmala, Celine Evangelista, as well as Madamemalla and Mamysari, in a long-term live streaming guided directly by the brand owner.

This collaboration not only presents a collection with a unique theme, but also strengthens the emotional connection with the audience. Consumers don't just buy gamis or mukena, but buy a style inspired by their favorite figures.

To further increase transaction value, Gwenza introduced an exclusive bundle package at an affordable price that combines gamis, mukena, perfume, and other complementary products. This strategy is effective in increasing the average value of orders while making it easier for consumers who want to get a complete set for Ramadan or Lebaran.

13 Hours Marathon Live Streaming: Content Becomes a Conversion Engine, GMV Increases 7 Times

The most prominent strategy of the Ramadan campaign on TikTok Shop by Tokopedia by Gwenza is a 13-hour marathon live streaming session titled 'Live Exclusive Bertabur Bintang'. Throughout the session, celebrities and affiliate content creators came in turns, keeping energy and engagement high. The results were significant: GMV from live streaming increased 7 times compared to the January average.

To provide optimal viewing quality and viewing experience, Gwenza uses Open Broadcaster Software or OBS. The schedule for this exclusive live streaming session was also previously promoted massively on TikTok to build enthusiasm and ensure a surge in viewers from the first minute.

In the midst of people's habits who are increasingly fond of shopping while watching live, especially before Ramadan, this approach is very relevant. Consumers can see product details in real time, ask directly, and enjoy interacting with their favorite public figures.

Giveaway and Platform Feature Optimization Trends

Gwenza also presents a smartphone giveaway program for selected buyers during the activation period (January 29, 2026, for 13 hours starting at 07.00 WIB). This strategy has succeeded in increasing active participation and encouraging faster purchase decisions.

In addition, Gwenza participated fully in various TikTok Shop by Tokopedia marketing programs, including Live GMV Max and Product GMV Max. By utilizing the platform's marketing infrastructure to the fullest and cross-channel social media teasers, Gwenza created an integrated marketing path that resulted in more than 3 times the sales increase.

Gwenza's Ramadan campaign shows that in today's e-commerce discovery era, the power of content is able to create authentic interactions that lead to transaction conversions. The combination of the launch of an exclusive Ramadan collection, exciting promotional activities, and full platform support makes this campaign a tangible manifestation of a digital phenomenon that shows the power of entertainment or inspirational video content in influencing shopping decisions, and even further, the digital economy of the country.

For consumers, especially ahead of Ramadan, this approach offers a practical, transparent, and exciting shopping experience. For brands, Gwenza's story is proof that with a strong content strategy, the maximum utilization of livestream features on TikTok Shop by Tokopedia, and collaboration with the right public figures and affiliate content creators, Ramadan can be a tremendous growth momentum.