Marketing Solutions

E-commerce
Ramadan Insights
2023
Contents
1 Ramadan 2023:
Challenges, Opportunities,
Rising Sectors

2 E-commerce Trends &

Consumer Behavior

3 How Brands Maximize Their

Ramadan Campaigns on
Tokopedia

4 Tokopedia Ramadan Ekstra

2023
 E-commerce Ramadan Insights 2023

1 Ramadan 2023:
Challenges, Opportunities, Rising Sectors

Ramadan is expected to be more promising in 2023 than it has ever been. The end of
the Covid-19 pandemic is predicted to bring about a rise in consumer purchasing
power, with nine of 10 Indonesians planning to make special purchases during
Ramadan.

9 of 10
Indonesians are
planning to make special
purchases for Ramadan1.

However, despite being one of the biggest key spending moments for Indonesians,
Ramadan 2023 may also be haunted by macroeconomic challenges that have the
potential to affect consumer purchasing power.

Amid these dynamic conditions, the digital sector — especially e-commerce, online
transportation, and food delivery — is expected to continue to grow massively and serve
as the main platform for Indonesians to meet their Ramadan needs this year.

~80% 68%

Indonesian digital Indonesians

consumers will increase — plan to shop
or at least maintain — their online more
use of digital services in during
2023, including e-commerce, Ramadan3
food delivery, and online
transportation.2
Sources
1. The Trade Desk https://www.thetradedesk.com/us/news/press-room/new-research-shows-9-in-10-indonesians-plan-to-make-a-purchase-during-the-upcoming-ramadan
2. e-Conomy SEA Report 2022 by Google, Temasek, Bain & Company https://services.google.com/fh/files/misc/indonesia_e_conomy_sea_2022_report.pdf
3. The Trade Desk https://www.thetradedesk.com/us/news/press-room/ramadan-shopping-to-be-bigger-this-year-with-two-in-three-indonesians-doing-more-online-shopping
 E-commerce Ramadan Insights 2023

2 E-commerce Trends &

Consumer Behavior

In 2023, Indonesians will continue to use e-commerce as a primary choice for buying their
Ramadan needs. To help brands better prepare their Ramadan strategy, Tokopedia is sharing
various e-commerce trends and consumer behavior from the previous Ramadan season.

1 Indonesians increasingly prefered e-commerce to buy their Ramadan needs

> 50% > 77%

Increase in number of Increase in
Product Page Views number of Orders
during Ramadan during Ramadan

Indonesians started looking for Ramadan needs a month prior. Most searches
2 occurred in the first to third weeks of Ramadan.

Eid
Pre-Ramadan Ramadan
Frequently Used Keywords Category al-Fitr
by Period
W-4 W-3 W-2 W-1 W1 W2 W3 W4 W

Baking equipment-related keywords

Moslem fashion-related keywords

Precious metals and jewelry-related keywords

Food and beverage-related keywords

Gifting and THR-related keywords

Hamper-related keywords

High Medium Low

The most searched products throughout Ramadan:

Fashion Automotive & Accessories Food & Beverages

Home Living Smartphones & Tablets

Source
Tokopedia Ramadan 2022 internal data
 E-commerce Ramadan Insights 2023 | E-commerce Trends & Consumer Behavior

Ramadan shopping activities started a month before Ramadan

3 and reached their peak during the distribution of THR

Pre-Ramadan Ramadan Post Ramadan

Number of orders

2023 4.4 Payday

Payday

2022

W-2 W-1 Period of Ramadan month THR Eid al-Fitr Holiday

Pro Tips:
In April 2023, payday is expected fall two days after (D+2) Eid al-Fitr.
Businesses need to ride this momentum by being present at all consumer
touchpoints to maximize their sales.

The highest number of transactions occur in these categories:

Fashion Food & Beverages Health Care

Automotive & Accessories Home Living

However, other categories also enjoy a spike in demand:

Hampers & Decoration Spices & Cooking Ware

Gaming Traveling Kit Beauty

Source
Tokopedia Ramadan 2022 internal data
 E-commerce Ramadan Insights 2023 | E-commerce Trends & Consumer Behavior

Payment and delivery convenience played a major role for buyers

4 when shopping online

Cashless was the most popular payment method to purchase Ramadan needs

Bank Payments E-wallet Credit Card GoPayLater Cicil

Bebas Ongkir was a user-favorite, with more than half of orders made during
Ramadan shipped using this feature.

Activating all shipping service options will encourage consumers to complete

transactions.

Instant Delivery Same Day Delivery Next Day Delivery

Shop Courier Regular Economy Cargo

Shoppertainment is trending! Indonesians love promotions wrapped in

5 entertainment.

60.5%
increase in number of
orders generated from
Tokopedia Play during
Ramadan
44.4%
increase in number of
orders during Tap Tap
Kotak live during Ramadan

Source
Tokopedia Ramadan 2022 internal data
E-commerce Ramadan Insights 2023 | E-commerce Trends & Consumer Behavior

Ramadan drives the shopping interest of all types of e-commerce users, so

6 being present at all consumer touchpoints is key to convert intention
into purchases.

Four types of e-commerce users

Undecided Prospective
Customer Customer

Customers who open Customers who open the

the app but have no app to buy something but
intention of buying are still considering
anything yet. promotions, brands, time
of purchase, etc.

Loyal Impulsive
Customer Customer

Customers who open Customers who open

the app and have the e-commerce app
decided to make a after seeing a product
transaction. ad on social media.
E-commerce Ramadan Insights 2023 | E-commerce Trends & Consumer Behavior

The Best Way to Grab Their Attention

Consumer Main How to Grab Ads Channel

Types Characteristics Their Attention Recommendations

● Home Premium Inventory

Homepage Banner
Trigger their interest to shop by
Casually browsing the Dynamic Channel
Undecided introducing your product and
Tokopedia homepage during ● Tokopedia Display Network
Customers offering attractive promotions on
their spare time ● Gamification
the Tokopedia Homepage
Tokopedia Play
Tap Tap Kotak

● Communication Channels
Broadcast Chat
Push Notification
Browse the Tokopedia Notification Centre
homepage to find promotions, ● Tokopedia Display Network
Convince them to make
Prospective use the search feature to find ● Tap Tap Kotak
transactions by featuring special
Customers desired products, compare ● Search Channel
offers on discovery channels
product offers, add products to Search Autocomplete
their wishlist Popular Search
● TopAds
Product Ads
Headline Ads

Often use the search feature to

● TopAds
Loyal quickly find their desired Place your product and store at
Product Ads
Customers products, like to explore other the top of the search result page
Headline Ads
Tokopedia features

● Marketing Services
Usually browse and buy Drive traffic from social media Facebook & Instagram Ads
Impulsive
products after finding platforms to your shop on TikTok Ads
Customers
interesting ads on social media Tokopedia Google Ads
CPAS
E-commerce Ramadan Insights 2023

3 How Brands Maximize Their

Ramadan Campaigns on
Tokopedia

1 Food & Beverages

One of the biggest food and beverage brands

in Indonesia offered a range of hampers during
Ramadan. The brand was able to increase its
orders by 150% by combining strong products,
interesting promotions, and 360 ads
optimization from Tokopedia Marketing
Solutions.

Ad Inventories Used: Dynamic Channel,

Popular Search, Tokopedia Display Network,
TopAds, Broadcast Chat, Tap-Tap Kotak

179% 143% 159% 5x

Revenue uplift Order uplift Product views uplift ROAs

2 Electronic

A multinational electronics company aimed to

boost its performance in the Smart Lamp
category during Ramadan. With intense
competition in this category, the brand used
Tokopedia Marketing Solutions’ keywords and
affinity targeting features to stand out from the
competition and reach potential customers who
have shown an interest in buying electronic
products based on their shopping history,
wishlist, and recent search behavior.

Ads Inventories Used: TopAds, Dynamic

Channel, Tokopedia Display Network.

63% 68% 101% 4.2x

Revenue uplift Order uplift Product views uplift ROAs
E-commerce Ramadan Insights 2023 | How Brands Maximize Their Ramadan Campaigns on Tokopedia

3 Fashion

A rising local fashion brand wanted to introduce

its latest hijab collection leading up to
Ramadan and throughout the holy month. The
brand combined 360 social media marketing
with integrated Marketing Solutions from
Tokopedia. As a result, the brand successfully
set a new sales record, with orders increasing
by 58%.

Ads Inventories Used: TopAds, Tokopedia

Display Network, Auto-Complete, Notification
Ads, Broadcast Chat.

58% 47% 14% 9.2x

Revenue uplift Order uplift Product views uplift ROAs

4 Home Living

A local home living brand rode the Ramadan

momentum to launch its latest exclusive bed
sheet package in collaboration with famous
Brand Ambassador. The brand worked together
with Tokopedia Marketing Solutions to run a
full-month 360 marketing campaign that led to
uplifts across orders, revenue, and product
views.

Ads Inventories Used: Homepage Banner,

Dynamic Channel, Tokopedia Display Network,
TopAds, Tokopedia Play, CPAS.

95% 52% 63% 6x

Revenue uplift Order uplift Product views uplift ROAs
E-commerce Ramadan Insights 2023 | How Brands Maximize Their Ramadan Campaigns on Tokopedia

5 Mom & Baby

A local brand of handmade children’s clothing

launched family-matching outfits with a
Ramadan theme. To reach all potential
buyers, from mom & baby to fashion
enthusiasts, the brand joined the Tokopedia
Ramadan campaign, which was supported by
ads optimization from Tokopedia Marketing
Solutions. The brand enjoyed a 420% spike in
demand, which led to a 499% increase in
revenue.

Ads inventories used: Broadcast Chat, TDN,

and TopAds

499% 420% 290% 12x

Revenue uplift Order uplift Product views uplift ROAs

6 FMCG

A multinational consumer goods company

wanted to boost sales during Ramadan by
offering attractive promotions and various
personal care and food and beverages
packages. By leveraging ads optimization from
Tokopedia Marketing Solutions channels, the
brand was able to reach all the different
consumer characteristics and succeeded in
increasing orders by 31%.

Ads inventories used: Discovery Page,

Dynamic Channel, Search Autocomplete,
Notification Centre, Broadcast Chat, TDN, and
TopAds.

24% 31% 11% 18.4x

Revenue uplift Order uplift Product views uplift ROAs
E-commerce Ramadan Insights 2023 | How Brands Maximize Their Ramadan Campaigns on Tokopedia

7 Handphone & Tablet

One of Indonesia’s smartphone market leaders

celebrated Ramadan by launching a new
mid-tier smartphone. To make this launch a
success, it activated every Tokopedia
Marketing Solutions channel, from awareness
to purchases, and was able to increase
revenue by up to 186%.

Ads inventories used: Homepage Banner,

Dynamic Channel, Discovery Page, Search
Autocomplete, Popular Search, Notification
Centre, Broadcast Chat, TDN, and TopAds.

186% 55% 52% 28.3x

Revenue uplift Order uplift Product views uplift ROAs

8 Sports

A sporting goods retailer wanted to take

advantage of the excitement and high traffic
of Tokopedia’s Ramadan 2022 campaign to
promote its top products to a wide range of
sports fans, from beginners to professionals.
Even though people tend to exercise less
during the fasting month, this brand was able
to increase revenue by up to 35%, with
Tokopedia Marketing Solutions contributing
45%.

Ads inventories used: Broadcast Chat, Search

Autocomplete, TDN, and TopAds.

35% 36% 51% 36.7x

Revenue uplift Order uplift Product views uplift ROAs
E-commerce Ramadan Insights 2023

4 Tokopedia Ramadan
2023

After receiving an overwhelming response from users and businesses in the previous year’s
Ramadan campaign, Tokopedia now presents “Tokopedia Ramadan 2023, Lebih Lengkap,
Lebih Ekstra” with a range of attractive offers to satisfy consumers’ shopping needs:

EXTRA EASIER
FESTIVITIES TRANSACTIONS
ON PEAK DAY USING GOPAY
CICIL

SPECIAL
CASHBACK & SAVE MORE
DISCOUNTS WITH BEBAS
USING GOPAY ONGKIR & SHOP
COUPON VOUCHER

Tokopedia Ramadan 2023 will offer a series of non-stop festive Tokopedia campaigns for
more than a month.

Tokopedia Ramadan 2023

20 March - 30 April 2023

Bazaar
20 March 30 April
Brand
Pilihan
E-commerce Ramadan Insights 2023 | Tokopedia Ramadan 2023

Tokopedia Ramadan 2023 gets even more exciting with the “Bazaar Brand Pilihan”
program, which will provide participating brands more exposure.

OPPORTUNITY
ALWAYS ON TO PARTICIPATE
DURING IN CAMPAIGN
RAMADAN! ACTIVITIES

Bazaar Brand
Pilihan

EXCLUSIVE Buy
PLACEMENT Tokopedia Ramadan 2023 CHANCE TO GO
FOR GET LIVE ON
PRODUCT/ PEAK-DAY!
PROMOS
FREE PLACEMENT
ON BAZAAR BRAND PILIHAN

The festive mood ramps up with Tokopedia x Gojek integration, which helps brands
reach wider audiences within the GoTo Ecosystem.

Tokopedia Ads Inventories

Homepage Dynamic Tokopedia

Broadcast Chat Top Ads
Banner Channel Display Network
And many more

Gojek Ads Inventories

Homepage GoFood GoMart Transport

GoScreen CPAS
Banner Banner Banner Banner

And many more

Contents
Let’s connect!

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Tokopedia Representative
to build your Ramadan campaign

If you are new to Tokopedia, contact

marketing.solutions@tokopedia.com

OR

Drop your contact details HERE and

we will get in touch with you!