WIN Media, Makassar, 22/2/2026 – Entering the first week of Ramadan 1447 H, a surge in household shopping is a common sight. People flock to prepare food supplies for suhoor (pre-dawn meal) and iftar (breaking the fast).
This annual phenomenon consistently presents two main shopping channels: e-commerce and traditional markets. The question is, who benefits more in today’s digital era?
Harry Yulianto, a Digital Business Expert from STIE YPUP Makassar, assesses that both e-commerce and traditional markets reap the blessings of Ramadan, but with different patterns and strategies. “The first week of Ramadan is the initial test for both. E-commerce excels in convenience and promos, while traditional markets offer social interaction and bargaining prices that are still preferred by certain segments,” he told.
Here is Harry Yulianto‘s complete analysis of the competitive advantages of e-commerce and traditional markets in the first week of Ramadan.
1. E-Commerce: Tempting Discounts and Shopping from Home
Harry explains that e-commerce platforms like Shopee, Tokopedia, and Lazada have been preparing well in advance. “They hold ‘Ramadan Sale’ campaigns with huge discounts, free shipping, and cashback. This is very appealing to millennials and Gen Z who value practicality. Especially in the first week, there are usually many early Ramadan promos that make people shop enthusiastically,” he explained.
2. Traditional Markets: Personal Touch and Quality Assurance
On the other hand, traditional markets still have their own market share. “Housewives and those who want to see the quality of food ingredients directly, such as the freshness of vegetables and meat, still prefer going to traditional markets. There is also the factor of habit and social interaction with traders that cannot be replaced by a gadget screen,” said Harry.
3. Adaptation Strategy: Traditional Market Traders Going Digital
Interestingly, Harry highlights the phenomenon of traditional market traders starting to adapt. “Now many market traders accept orders via WhatsApp or join platforms like Sayurbox and HappyFresh. They combine the strength of traditional markets (fresh products) with the convenience of e-commerce (delivery). This is a smart hybrid strategy,” he revealed.
4. Who Benefits More?
Harry Yulianto provides a sharp conclusion. “In terms of transaction volume, e-commerce might record higher growth percentage-wise. But in terms of total value and impact on the people’s economy, traditional markets remain the backbone. Actually, the ones who benefit the most are the consumers, because they have more choices. However, if traditional markets do not adapt digitally, they could be eroded in the next 5-10 years,” he emphasized.
Harry added that the first week of Ramadan serves as a barometer for business strategies throughout the month. “E-commerce must maintain trust with delivery accuracy, especially since daily necessities are urgent. Traditional markets must improve cleanliness and comfort. This competition is healthy, as long as everyone plays fair,” he concluded.
E-Commerce vs Pasar Tradisional: Siapa Lebih Diuntungkan oleh Lonjakan Belanja Kebutuhan Rumah Tangga di Pekan Pertama Ramadan?
WIN Media, Makassar, 22/2/2026 – Memasuki pekan pertama Ramadan 1447 H, lonjakan belanja kebutuhan rumah tangga menjadi pemandangan umum. Masyarakat berbondong-bondong mempersiapkan stok bahan makanan untuk sahur dan berbuka.
Fenomena tahunan ini selalu menghadirkan dua kanal utama belanja: e-commerce dan pasar tradisional. Pertanyaannya, siapa yang lebih diuntungkan di era digital saat ini?
Harry Yulianto, Pakar Bisnis Digital dari STIE YPUP Makassar, menilai bahwa baik e-commerce maupun pasar tradisional sama-sama menuai berkah Ramadan, namun dengan pola dan strategi yang berbeda. “Pekan pertama Ramadan adalah ujian pertama bagi keduanya. E-commerce unggul dalam kemudahan dan promo, sementara pasar tradisional menawarkan interaksi sosial dan harga tawar-menawar yang masih diminati segmen tertentu,” ujarnya.
Berikut analisis lengkap Harry Yulianto mengenai keuntungan kompetitif e-commerce dan pasar tradisional di pekan pertama Ramadan.
1. E-Commerce: Diskon Menggoda dan Belanja dari Rumah
Harry menjelaskan bahwa platform e-commerce seperti Shopee, Tokopedia, dan Lazada telah bersiap sejak jauh-jauh hari. “Mereka menggelar kampanye ‘Ramadan Sale’ dengan diskon besar-besaran, gratis ongkir, dan cashback. Ini sangat menarik bagi generasi milenial dan Gen Z yang menginginkan kepraktisan. Apalagi di pekan pertama, biasanya banyak promo early Ramadan yang bikin masyarakat kalap belanja,” jelasnya.
2. Pasar Tradisional: Sentuhan Personal dan Jaminan Kualitas
Di sisi lain, pasar tradisional tetap memiliki pangsa pasarnya sendiri. “Ibu-ibu rumah tangga dan mereka yang ingin melihat langsung kualitas bahan makanan, seperti kesegaran sayur dan daging, masih memilih ke pasar tradisional. Ada pula faktor kebiasaan dan interaksi sosial dengan pedagang yang tidak bisa digantikan oleh layar gadget,” kata Harry.
3. Strategi Adaptasi: Pedagang Pasar Go Digital
Menariknya, Harry menyoroti fenomena pedagang pasar tradisional yang mulai beradaptasi. “Sekarang banyak pedagang pasar yang menerima pesanan melalui WhatsApp atau bergabung dengan platform seperti Sayurbox dan HappyFresh. Mereka menggabungkan kekuatan pasar tradisional (produk segar) dengan kemudahan e-commerce (pesan antar). Ini adalah strategi hybrid yang cerdas,” ungkapnya.
4. Siapa yang Lebih Diuntungkan?
Harry Yulianto memberikan kesimpulan tajam. “Secara volume transaksi, e-commerce mungkin mencatatkan pertumbuhan lebih tinggi secara persentase. Tapi secara nilai total dan dampak ekonomi kerakyatan, pasar tradisional tetap menjadi tulang punggung. Yang paling diuntungkan sebenarnya adalah konsumen, karena mereka punya lebih banyak pilihan. Namun, jika pasar tradisional tidak beradaptasi dengan digital, mereka bisa tergerus dalam 5-10 tahun ke depan,” tegasnya.
Harry menambahkan bahwa pekan pertama Ramadan menjadi barometer bagi strategi bisnis selama sebulan penuh. “E-commerce harus menjaga kepercayaan dengan ketepatan pengiriman, terutama karena kebutuhan harian bersifat urgent. Pasar tradisional harus meningkatkan kebersihan dan kenyamanan. Persaingan ini sehat, asalkan semua bermain fair,” tutupnya.