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Businesses on e-commerce to gear up for increased sales in Ramadan 2023
In the country most populated by Muslims, Ramadan holds a special place in its people’s hearts. It is the day of the year people look forward to more than any other annually, and this year is no different.
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Tokopedia's event prepares businesses to face Ramadan 2023 with Tokopedia Marketing Solutions in Jakarta, on Feb. 23. Speakers: marketing director of Garudafood, Ferry Haryanto (left); vice president of Marketing Solutions Tokopedia, Edwin Chayadiand; and chief operating officer of Kintakun, Vincent Saputra (right).
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n the country most populated by Muslims, Ramadan holds a special place in its people’s hearts. It is the day of the year people look forward to more than any other annually, and this year is no different. Most Indonesians show their excitement for the holy day by inviting their family and friends to eat together and giving each other gifts. A report by the Trade Desk shows that as many as 9 out of 10 Indonesians plan to shop during Ramadan this year.
While all restrictions surrounding the COVID-19 pandemic have been lifted, reports show that around 80 percent of digital consumers will maintain and even increase their use of digital services in 2023, per a report by e-Conomy SEA. According to McKinsey & Company, this is to be expected as Indonesians are among the world’s most-enthusiastic users of digital technology, including in the use of e-commerce.
"It is proven by an increase in the number of product page views on Tokopedia by more than 50 percent and an increase in the number of orders of more than 77 percent," said Vice President of Marketing Solutions Tokopedia, Edwin Chayadi, in 2022. The data further prove most people opted to buy things via e-commerce rather than taking the more traditional route of going to a physical store.
Linking back to data gathered by e-commerce websites last year, the trend shows an increase in searches and purchases in the first to third weeks of Ramadan, or during the distribution of the Hari Raya Allowance (THR). Businesses can expect the same number of sales this year by studying what happened on platforms last year.
Meanwhile, based on data collected by Tokopedia, Indonesian technology company with the biggest e-commerce platform, fashion, automotive and accessories, food and beverages, households, and smartphones and tablets are some of the categories most searched for by the public during Ramadan 2022. It is then followed by subcategories that have also experienced a surge in demand, including hampers and decorations, spices and cookware, gaming, travel and beauty supplies.
To further serve people’s needs, e-commerce platforms are not only making it easier for consumers to get the goods they want, as they have allocated some of their marketing strategies in order to help small businesses grow on their platform. Tokopedia Marketing Solutions is a comprehensive marketing solution from Tokopedia to help businesses in Indonesia achieve promotional goals and generate sustainable business growth.
Under Tokopedia Marketing Solutions, businesses can access assistance, such as the utilization of banners on the home page and other strategic locations, and interactive games with prizes via Tap Tap Kotak and video-streaming channels like Tokopedia Play. The latter proved most beneficial for businesses, as there was an increase in the number of orders by 44.4 percent when Tap Tap Kotak was broadcasted, and an increase in the number of orders via Tokopedia Play by 60.5 percent.
"The cashless payment method is the most popular for shopping for Ramadan needs, whether via bank transfers, digital wallets, credit cards or GoPayLater installments. In addition, more than half of orders during Ramadan 2022 are delivered free of charge,” Edwin said of Tokopedia trends.
Businesses can also share promotions on search pages by advertising features so that products appear at the top on search pages, as well as displaying products as a popular search. Furthermore, they can also advertise on notification and message pages via Broadcast Chat, as well as maximize social media advertising using the richer targeting features of Tokopedia.
For Ramadan 2022, other brands also launched special editions in order to increase product availability in their own stores. Kintakun, a local brand selling bedding, such as bed sheets and covers, as well as home-living products, launched the exclusive Kintakun x Ji Changwook package on Tokopedia by utilizing comprehensive solutions from Tokopedia Marketing Solutions for a full month.
"By using Tokopedia Marketing Solutions, Kintakun recorded an increase in orders of 52 percent and an increase in revenue of 95 percent during Ramadan 2022," said Chief Operating Officer of Kintakun, Vincent Saputra.
Meanwhile Garudafood, one of the largest food and beverage companies in Indonesia, also uses a comprehensive marketing solution from Tokopedia Marketing Solutions to maximize sales by being present at all consumer touchpoints. Its marketing director revealed they released hampers via Tokopedia, and the marketing assistance managed to generate a 143-percent increase in the number of orders and a 179-percent increase in revenue during the holy month last year.
By studying the data collected last year, hopefully businesses can better prepare for the consumer trend this year. Tokopedia will assist the public with various attractive offers and a series of campaigns, such as Selected Bazaar Brands, Ramadan Extra, Serbu Official Store, Waktu Indonesia Belanja and CantikFest for beauty products in their #LengkapiRamadan campaign.
"The solutions we offer are also increasingly diverse with the integration of Tokopedia and other business units within the GoTo ecosystem. We will continue to strive to help businesses of all sizes accelerate their business performance in Tokopedia and the GoTo ecosystem to help digitally balance the economy," concluded Edwin.
