With the approach of Ramadan 2025, shopping trends are shifting, and for small and medium enterprises (UMKM), this presents both challenges and opportunities. Consumer habits are adapting to the digital era, particularly how people choose to shop during this special time of year.
A recent survey conducted by Jakpat between January 15-16, 2025, revealed insights on how individuals plan to shop for Ramadan. Among the 1,054 respondents, shopping preferences varied widely depending on the type of product. For clothing, 87% favored online shopping compared to 63% who preferred visiting stores. This trend was similar for accessories with 86% opting for e-commerce, but it was particularly notable for footwear where 91% of consumers felt more comfortable shopping online, leaving only 57% inclined to visit physical stores.
Interestingly, not all categories leaned toward online purchases. Household items were predominantly bought offline, with 86% opting for direct purchases. Electronics followed the same pattern, where 81% of consumers chose physical stores. Notably, categories like religious supplies and skincare were evenly split between online and offline transactions, each showing approximately 73% and 75% respectively for online shopping.
Monica Vionna, Head of Marketing Growth at Shopee Indonesia, emphasized the importance of the Ramadan period for UMKM. “During Ramadan, consumer interests peak significantly for categories like Muslim fashion and food and beverage,” she stated at the Shopee Big Ramadan Sale event. With more people likely to shop online compared to usual days, it presents UMKM with the perfect chance to offer special promotions and drive sales.
Lately, UMKM operators, such as Nida Fadllillah, have started preparation for the upcoming Ramadan sales well in advance. “This month holds special significance for us, especially for Muslims. Diaryo has prepared numerous collaborations with influencers and released Ramadan-specific products,” Nida expressed. Influencer Syifa Hadju echoed her sentiment, stating, “I often shop at UMKMs because I find the quality significantly exceeds those from major malls, and their prices are far more accessible.”
El Rumi, another supporter of UMKM, added, “Everything nowadays is online, whether I'm shooting or shopping. With Ramadan approaching, there are many necessities to buy, from hampers to clothing for the celebrations.” Their support points to the rising consumer trend leaning heavily toward small businesses, particularly via online shopping platforms.
The digital shift is not just about convenience; it enables consumers to support local businesses more easily than ever before. The growing competition between UMKMs and larger brands raises the stakes. Brands need to establish their unique selling points to stand out among the multitude of offers available online during Ramadan.
The engagement of UMKMs during Ramadan is also seen through various promotional strategies. Shopee’s initiatives aim to boost sales for these enterprises by providing them with easy access to digital marketing tools. By leveraging social media platforms and influencer partnerships, UMKMs can reach larger audiences and create effective marketing campaigns to entice shoppers.
Ramadan is not only about shopping; it also fosters community and connection. Many UMKMs are gearing up to provide products and services not just for consumers but for community gatherings such as iftar meals and festive family celebrations. This hints at the broader significance of Ramadan, where shopping transforms from mere transactional activity to an integral part of cultural and communal identities.
Despite the strong preference for online shopping, brick-and-mortar businesses are also adapting by offering promotions and discounts to entice customers. Promotional events, like special Ramadan sales, attract shoppers wanting to experience the ambiance and personal connection of physically browsing merchandise.
For UMKMs, the balance of online convenience and offline experience is pivotal. It will be interesting to see how they innovate their offerings and marketing tactics to navigate the dual pressures of maintaining traditional shopping attractions and embracing the technological shift eager consumers are driving.
This Ramadan, the stakes are high for UMKMs, and their success depends on how well they engage with the changing shopping dynamics. With community members eagerly intermingling both local traditions and modern shopping influences, the potential for growth during this holiest month remains vast.