5 Brands on Tokopedia & TikTok Shop Spill Key to Rapid Growth During Ramadan

Illustration. (Photo: Dok. Antara)

JAKARTA - The holy month presents positive opportunities for industry players to optimize performance and growth. Tokopedia and TikTok Shop recorded that the orders of sellers who participated in the Extra Exciting Ramadan campaign last year increased on average two times. In this year's Ramadan, in the midst of the existing dynamics, economists predict that consumption will remain relatively stable. In line with this statement, various brands on Tokopedia and TikTok Shop managed to achieve positive achievements in Ramadan 2026 thanks to the right marketing strategies.

"As a seller growth partner, we strive to provide a #Comfortable Selling experience through relevant features and campaigns, so that sellers can focus on innovating and serving customers, especially during the holy month of Ramadan. We hope that Ramadan can be a momentum for sustainable business growth in a safe and trusted digital ecosystem," said Executive Director of Tokopedia and TikTok E-commerce Indonesia, Stephanie Susilo, in a statement, Tuesday, March 3.

Check out the practical experiences of Bittersweet by Najla, Kurma Alif, Royal Canin Indonesia, LEGO ID Official Distributor, and PS Enterprise Official in utilizing Tokopedia and TikTok Shop in the Ramadan moment that can be an inspiration for fellow business actors.

The five of them are included in the Tokopedia & TikTok Shop Case Study Library, a collection of successful experiences of sellers on a comprehensive and curated e-commerce platform; aims to help business actors, marketing practitioners, and media learn a replicable business growth model.

Bittersweet by Najla: 'Trinity' Strategy Brings GMV Increase to 7 Times

A local brand on Tokopedia and TikTok Shop that is famous for its cake box, Bittersweet by Najla, implements a 'trinity' or 'three pillars' strategy that optimizes products, video content, and marketing tools, resulting in a sevenfold increase in transaction value. From the product side, they launched a special Ramadan hamper. The quality of the packaging is improved to be more sturdy and safe for national delivery. The design is also adjusted to be closer to Ramadan.

The LIVE streaming session on TikTok is extended to 7 hours per day. Brand owners directly lead each session, collaborating with talented creators, such as Ressa Rossano, Ischa Sargita, and Indy Tiaras, in order to expand reach while increasing trust. This strategy is strengthened through the optimization of marketing tools, such as participating in the Extra Exciting Ramadan campaign and New Arrival Day, as well as adding value to advertising investments.

"We believe Ramadan is not only about sales volume, but about relevance and momentum. By presenting exclusive products, consistent LIVE sessions, and marketing tools support from Tokopedia and TikTok Shop, we managed to create a growth surge," said Bittersweet by Najla owner, Najla Bisyir.

Kurma Alif: Focus on Seasonal Products to Boost Sales Grow by 247 Percent

Unlike its name, Kurma Alif does not just sell dates. Various food and beverage products, ranging from granola, honey, raisins, chocolate, even moringa leaf powder are available at their stores on Tokopedia and TikTok Shop. However, at the moment of Ramadan, Kurma Alif took a strategic step by focusing on one category that is most identical, namely Kurma Safiya. This shift immediately had an impact on an increase in sales of 247 percent.

Interestingly, 90 percent of sales during Ramadan came from affiliate content creators. Sales from affiliates themselves increased by 246% in pre-Ramadan. Content themed 'Preparation for Ramadan' strengthened awareness from the start, making Kurma Safiya the top choice when consumers compiled a list of Ramadan needs.

The use of marketing features on TikTok Shop by Tokopedia, such as SiapStok, and the payroll date campaign, increases exposure and conversion effectiveness. This strategy shows the importance of setting the campaign phase progressively - from awareness, consideration, to conversion. "Focusing on products that are very close to Ramadan such as Kurma Alif, then moving it through the affiliate ecosystem and massive LIVE sessions, is the key to the growth of Kurma Alif in Ramadan this year," said Mutiara Nisa Rozdianda, Owner of Kurma Alif.

Royal Canin Indonesia: Build a 200+ Affiliate Community, Sales Up 356 Percent

From the pet supplies category, Royal Canin Indonesia with the mission 'Make A Better World for Pets' and always prioritizes 'cat and dog first' in every business decision and marketing activity, proves that community-based marketing strategies can generate growth of more than 356 percent.

The brand recruits and manages more than 200 affiliate content creators to produce consistent video content. The LIVE streaming schedule on TikTok also takes place intensively for 8-10 hours every day, creating repeated touchpoints with potential buyers. In addition, they embrace various offline pet shops to form an integrated cross-channel ecosystem.

In terms of product strategy, Royal Canin adopts a bundling approach through a selection package, such as the Kitten Starter Bundle and the Wet Food Set of 3 Collection, which helps speed up purchasing decisions while increasing the average order value.

"We are not only pursuing short-term sales, but building an ecosystem. With more than 200 active affiliates and an intense and consistent LIVE streaming strategy on TikTok, we hope to create sustainable growth on TikTok Shop by Tokopedia," said a representative of Royal Canin Indonesia.

LEGO ID Official Distributor: Bundling & B1G1 Boosting Transaction Increase

One of the brands in the Toys & Hobbies category on Tokopedia, LEGO ID Official Distributor, proved that the strategy of bundling products and buy one get one or B1G1 creates a stronger purchase intensity and encourages an increase in transactions by 52 percent.

The shift in sales from units to bundling is carried out for certain products such as the F1 bundle, which successfully accelerates purchase decision-making while increasing Average Order Value (AOV). On the other hand, the B1G1 strategy is applied to premium series products to effectively encourage conversion while accelerating stock turnover.

This official LEGO distributor in Indonesia also utilizes special campaigns on Tokopedia, Super Brand Day, and amplifies it through Key Opinion Leaders (KOL) to help expand reach, build authentic and more engaging storytelling, and encourage visits to the store page. The result exceeded the target, which was 198%. Furthermore, they continue to ensure that their ads on Tokopedia are placed in premium positions so that they can effectively attract purchase interest.

LEGO ID Official Distributor became the fastest growing brand in the Toys category on Tokopedia.

"Optimizing various resources such as ad features or special campaigns on Tokopedia as well as data-based execution helps us formulate promotional strategies more accurately and accurately. This approach is a foundation that can continue to be developed to maintain our leadership position in the midst of competitive competition," said E-commerce Manager LEGO ID Official Distributor, Nikken.

PS Enterprise Official: Flash Sale and Focus on Big Moments

The kejelian of the largest game seller on Tokopedia, PS Enterprise Official, in assessing consumer behavior, has successfully produced a winning strategy: the cheapest price flash sale. This strategy has increased their sales by 42 percent. PS Enterprise Official also ensures that their brand stands out through strategic ad placement such as on the main banner on the front page of Tokopedia, especially during big moments such as Ramadan.

Supported by a strong affiliate ecosystem and a full-funnel advertising approach, PS Enterprise maximizes the momentum of Ramadan as the peak of annual shopping. Last Ramadan, they even exceeded sales targets by 117 percent.

"Ramadan is a moment where we are all-in. With the best prices in the Flash Sale and maximum exposure support, we hope to continue to break sales targets," explained Kustandy, Owner of PS Enterprise Official.

The success story of PS Enterprise Official is a tangible proof that other sellers who want to expand their business scale on e-commerce platforms can practice. Focusing resources and strategic offerings on big shopping moments such as Ramadan has proven to be able to produce extraordinary achievements.