With the surge in shopping activity driven by Tunjangan Hari Raya (THR) holiday allowance disbursements, salary payments, and preparations ahead of Eid al-Fitr, Ramadan has become one of the most important periods in Indonesia’s economy. SIRCLO’s internal data recorded an increase in online transactions of up to 115% during the period from two weeks before Ramadan to two weeks after Eid al-Fitr 2025, compared with the previous month.

To capitalise on this momentum, live streaming has become an important omnichannel commerce strategy for brands to capture consumer attention while directly encouraging purchases. SIRCLO’s internal data shows that live streaming performance during Ramadan increased compared with the previous 30 days, with the number of views growing by 30% and the number of orders by 45%.

Alongside the increase in shopping activity, consumer behaviour also shifts during Ramadan. Live streaming viewership is typically highest during suhoor, the period before iftar (ngabuburit), and at night. Consumers also become more proactive in asking about stock availability and estimated delivery times, particularly for products they want to use before Eid, prompting them to check out more quickly.

To respond to these needs, brands are adapting their omnichannel commerce strategies by extending live streaming duration and using the ngabuburit period as an additional peak hour. These behavioural shifts are also encouraging brands to develop more engaging visual concepts and host delivery styles than in regular months, including:

• Beauty & Personal Care: featuring elegant Ramadan-themed decorations, with cheerful hosts demonstrating products in detail.

• Fast Moving Consumer Goods (FMCG): creating an evening Ramadan atmosphere with interactive hosts and a strong focus on promotions.

• Fashion: using expressive, colourful visuals with trend-conscious hosts who also provide styling tips.

• Health: adopting a more professional approach with clean visuals and product education.

• Travelling: highlighting homecoming or holiday themes with relaxed and cheerful hosts.

• Homeliving: featuring Ramadan-themed kitchen or home settings with warm, approachable hosts demonstrating each product’s features. 

These adjustments show that the effectiveness of live streaming during Ramadan depends heavily on a brand’s ability to understand changing consumer behaviour. As a result, this strategy is no longer simply a promotional channel, but has become an important part of the omnichannel commerce approach during Ramadan. By understanding consumer shopping patterns and applying the right approach to each category, brands can increase engagement, conversions, and sales more effectively throughout Ramadan.