WIN Media, Makassar, 15/3/2026 – The phenomenon of online shopping ahead of Eid al-Fitr 1447 H has brought immense blessings to Micro, Small, and Medium Enterprises (MSMEs) that have gone digital. The latest valid data from three of Indonesia’s largest e-commerce platforms—Shopee, Tokopedia, and TikTok Shop—shows a sharply soaring sales graph since early March 2026, marking an extraordinary surge in transaction activity compared to regular months.
Based on compiled data, product categories such as Muslim fashion, packaged food and beverages, household supplies, as well as perfume and cosmetics have become primadonnas with transaction increases of up to 300 percent compared to the previous month. MSME sellers on these digital platforms are flooded with orders, forcing them to increase stock and extend operational hours.
Harry Yulianto, a Digital Business Expert from STIE YPUP Makassar, explains that this surge is not merely a coincidence but the result of accumulated mature digital strategies and changes in consumer behavior that are increasingly connected online. “This data shows the new reality of our economy. Approaching Eid, e-commerce is no longer a complement but has become the main shopping channel for the public, especially millennials and Gen Z,” he told.
According to Harry, there are several key factors causing this drastic surge:
First, the effect of massive promotional programs. Shopee with its “Ramadhan Ekstra” program, Tokopedia with “Kampanye Lebaran”, and TikTok Shop with “Ramadhan Sale” have disbursed various discounts, cashback, and free shipping that tempt consumers. “These promotions trigger impulsive shopping behavior, especially for seasonal products,” Harry explained.
Second, ease of access and payment. Integration with various digital payment methods, including e-wallets, digital banks, and Buy Now Pay Later (BNPL) features like Shopee PayLater and GoPay Later, makes consumers more flexible in shopping. “Installment features without credit cards are a special attraction for young people who want to stay stylish without draining their wallets all at once,” he added.
Third, viral creative content. TikTok Shop, with its short video format, has become a new trend-setting machine. “An MSME can go viral overnight because their product content is engaging. Review videos, unboxing, and tutorials combining products with the Ramadan moment are very effective in driving sales,” said Harry.
Fourth, increased digital literacy among MSMEs. Harry notes that more and more MSME actors understand how to manage online stores, from attractive product photography, writing SEO-friendly descriptions, to paid advertising strategies. “They are not just selling but already understand platform algorithms and how to utilize data to increase sales,” he explained.
Harry also highlights interesting data from TikTok Shop, where content with hashtags #RamadhanKreatif and #ReviewMakanan has been viewed billions of times. “This is proof that relevant content with the moment can create market demand organically. MSMEs who are observant in seeing this opportunity will reap maximum results,” he added.
For MSMEs that haven’t gone digital, Harry advises them to join immediately. “Don’t be afraid it’s too late. The Eid momentum is still long, and e-commerce platforms continue to open opportunities. The important thing is to prepare your products, attractive photos, and don’t forget to utilize live streaming features to interact directly with potential buyers,” he said.
Despite his optimism, Harry reminds MSME actors to maintain service quality. “Sales increase drastically, but don’t let service levels drop. Ensure secure packing, timely delivery, and quick responses to buyer inquiries. Reputation on digital platforms is everything,” he emphasized.
With this sales surge, MSME actors are expected to utilize the Eid moment not only to achieve maximum profits but also to build a loyal customer base for the long term.
UMKM Go Digital: Penjualan Lapak di E-commerce Naik Drastis Jelang Lebaran
WIN Media, Makassar, 15/3/2026 – Fenomena belanja online menjelang Hari Raya Idul Fitri 1447 H membawa berkah luar biasa bagi para pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) yang telah go digital. Data valid terkini dari tiga platform e-commerce terbesar di Indonesia—Shopee, Tokopedia, dan TikTok Shop—menunjukkan grafik penjualan yang menjulang tajam sejak awal Maret 2026, menandai lonjakan aktivitas transaksi yang luar biasa dibanding bulan-bulan biasa.
Berdasarkan data yang dihimpun, kategori produk seperti fesyen muslim, makanan dan minuman kemasan, perlengkapan rumah tangga, serta parfum dan kosmetik menjadi primadona dengan peningkatan transaksi hingga 300 persen dibanding bulan sebelumnya. Para penjual UMKM di platform digital ini kebanjiran pesanan, memaksa mereka untuk menambah stok dan memperpanjang jam operasional.
Harry Yulianto, Pakar Bisnis Digital dari STIE YPUP Makassar, menjelaskan bahwa lonjakan ini bukan sekadar kebetulan, melainkan hasil dari akumulasi strategi digital yang matang dan perubahan perilaku konsumen yang semakin terkoneksi secara online. “Data ini menunjukkan realitas baru ekonomi kita. Menjelang Lebaran, e-commerce bukan lagi pelengkap, tapi menjadi kanal utama berbelanja bagi masyarakat, terutama milenial dan Gen Z,” ujarnya.
Menurut Harry, ada beberapa faktor kunci yang menyebabkan lonjakan drastis ini:
Pertama, efek program promosi besar-besaran. Shopee dengan program “Ramadhan Ekstra”, Tokopedia dengan “Kampanye Lebaran”, dan TikTok Shop dengan “Ramadhan Sale” telah menggelontorkan berbagai diskon, cashback, dan gratis ongkir yang menggoda konsumen. “Promosi ini memicu perilaku belanja impulsif, terutama untuk produk-produk musiman,” jelas Harry.
Kedua, kemudahan akses dan pembayaran. Integrasi dengan berbagai metode pembayaran digital, termasuk dompet elektronik, bank digital, dan fitur Buy Now Pay Later (BNPL) seperti Shopee PayLater dan GoPay Later, membuat konsumen semakin leluasa berbelanja. “Fitur cicilan tanpa kartu kredit menjadi daya tarik tersendiri bagi kaum muda yang ingin tetap stylish tanpa menguras kantong sekaligus,” tambahnya.
Ketiga, konten kreatif yang viral. TikTok Shop, dengan format video pendeknya, telah menjadi mesin pencetak tren baru. “Seorang UMKM bisa viral hanya dalam semalam karena konten produknya menarik. Video review, unboxing, dan tutorial memadukan produk dengan momen Ramadhan sangat efektif mendorong penjualan,” ujar Harry.
Keempat, peningkatan literasi digital UMKM. Harry mencatat bahwa semakin banyak pelaku UMKM yang memahami cara mengelola toko online, mulai dari fotografi produk yang menarik, penulisan deskripsi yang SEO-friendly, hingga strategi iklan berbayar. “Mereka tidak sekadar jualan, tapi sudah paham algoritma platform dan cara memanfaatkan data untuk meningkatkan penjualan,” jelasnya.
Harry juga menyoroti data menarik dari TikTok Shop, di mana konten dengan tagar #RamadhanKreatif dan #ReviewMakanan telah ditonton miliaran kali. “Ini bukti bahwa konten yang relevan dengan momen bisa menciptakan permintaan pasar secara organik. UMKM yang jeli melihat peluang ini akan menuai hasil maksimal,” tambahnya.
Bagi UMKM yang belum go digital, Harry menyarankan untuk segera bergabung. “Jangan takut terlambat. Momentum Lebaran masih panjang, dan platform e-commerce terus membuka peluang. Yang penting, siapkan produk, foto menarik, dan jangan lupa manfaatkan fitur live streaming untuk berinteraksi langsung dengan calon pembeli,” ujarnya.
Meski optimistis, Harry mengingatkan para pelaku UMKM untuk tetap menjaga kualitas layanan. “Penjualan naik drastis, tapi jangan sampai service level turun. Pastikan packing aman, pengiriman tepat waktu, dan respons cepat terhadap pertanyaan pembeli. Reputasi di platform digital adalah segalanya,” tegasnya.
Dengan lonjakan penjualan ini, para pelaku UMKM diharapkan dapat memanfaatkan momen Lebaran tidak hanya untuk meraih keuntungan maksimal, tetapi juga membangun basis pelanggan setia untuk jangka panjang.