Heaptalk, Jakarta — YouGov revealed that the majority of Muslim consumers in Indonesia estimate that their spending on various categories of goods in 2024 will be the same as or more than in previous years during the month of Ramadan.
Approximately six in ten expect to spend more on donations (57%) while almost half expect to spend more on food and drinks during Ramadan 2024. In contrast, Muslim consumers are least likely to spend more on household appliances and electronic products this Ramadan.
This research entitled ‘Indonesia’s 2024 Ramadan shopping outlook: Key purchase categories and retail channels’ was conducted online in January 2024 involving 2,136 adults in Indonesia aged over 18 years. YouGov claimed that the data figures have been weighted by gender, age, socioeconomic class, and city tier to represent Indonesia’s adult online population aged over 18 years and reflect the latest Statistics Indonesia (BPS) population estimates.
Shopee is the most popular e-commerce platform
Further, most of the respondents intend to purchase at least some mobile data or internet packages (86%), fashion and apparel (78%), as well as personal care and cosmetics products (70%) through online platforms during Ramadan this year. Nearly half of consumers want to buy medicine and vitamins (48%) entirely through offline channels this Ramadan, followed by food and drinks (46%) and donations (36%).
YouGov found that almost nine in ten (89%) Muslim consumers intend to do some Ramadan shopping on Shopee this year, far ahead of GoTo’s Tokopedia (51%), Bytedance’s TikTok Shop (41%) and Lazada (34%). By gender, Shopee is the most popular Ramadan online shopping channel, although it is more popular among women (92%) than men (85%).
Likewise, TikTok Shop is popular among women (49% among women vs 33% among men). This e-commerce platform is also the next most popular Ramadan online shopping channel among women. On the contrary, Tokopedia is the next most popular Ramadan online shopping channel among men, with much higher popularity (59% among men vs 42% among women).
By generation, Shopee is undisputedly the most popular e-commerce platform for Ramadan shopping in 2024. Tokopedia is the next most popular among Millennials and Gen X, ahead of TikTok Shop. The opposite happens to Gen Z.
