New Trend Of Ramadan, Sahur Becomes A Community-Maintained Time For Online Shopping

Illustration of online shopping (Yesica Sitinjak/VOI)

JAKARTA - The habit of shopping online for Indonesians seems to have shifted during the month of Ramadan. People don't do much online shopping while waiting for the time of breaking their fast or commonly called habit.

In the month of Ramadan 2025, a new trend emerged, namely that Indonesians prefer shopping online during sahur.

"Only it turns out that the most popular with the community is sahur time," said Head of Communications for Tokopedia and TikTok E-commerce, Aditia Grasio Nelwan, at the 2025 Ramadan Trend Talks show, in Sudirman, Central Jakarta, on Monday, March 17, 2025.

Sahur is considered a very ideal time and opportunity for the public to make online transactions in two applications.

"The sahur time at Tokopedia and TikTok Shop is the most ideal time to shop for goods, or make transactions," he said.

This is evidenced by the value of online shopping transactions in the early week of Ramadan 2025. It was stated that online transactions increased more than 10 times when sahur at Tokopedia and TikTok Shop, which became an interesting new phenomenon in the month of Ramadan.

"The transaction at dawn increased 10.5 times during the month of Ramadan. This is extraordinary, yes, a fact that is quite interesting during this month of Ramadan," concluded Aditia.

The products that are most sought after and purchased are what the community needs during the month of Ramadan. Food needs ranging from snacks, cooking oil, sugar, cakes, and dates that are the main choices for people to buy during Ramadan.

In the fashion category, many people look for Muslim women's clothes, male bags, hijabs, male Muslim clothes, worship equipment such as mukena. Self-care and beauty products are also very popular in the month of Ramadan.