Jakarta. Indonesia's biggest online retailer Tokopedia has launched Semarak Ramadan Ekstra, a special promo program to capitalize on Indonesian shoppers' tendency to spend most of their holiday bonuses during the Islamic holy month.
Indonesian Muslims, who make up 83 percent of the country's 260-million population, started observing Ramadan on Monday. While self-restraint is the byword during the fasting month, the period also marks the peak of spending among Indonesian consumers.
A similar Ramadan program from Tokopedia last year saw 73 million customers swarmed its e-commerce website.
During the peak of the Ramadan Ekstra program last year, Tokopedia equaled the total number of transactions in the company's fist five years in just one day.
"The huge public interest in our Ramadan Ekstra promo last year encouraged us as Indonesia's leading tech company to continue to provide extra convenience for everyone, especially Tokopedia users. We'll help them get all their Ramadan needs," Nuraini Razak, Tokopedia's vice president of corporate communications, told Jakarta Globe on Monday.
This year, Tokopedia – a startup unicorn worth an estimated $10 billion – plans to offer its Ramadan promo on May 6-17, Nuraini said.
Tokopedia will also introduce ByMe, a feature that offers celebrities' recommendations on Tokopedia customers' favorite products.
Tokopedia ByMe's influencers include YouTube sensation Atta Halilintar, beauty vlogger Tasya Farasya and many more.
The feature builds on Tokopedia's integration of mobile technology, online and offline interactions and entertainment shows on various platforms – in the mold of Alibaba's Singles Day event in China – last year.
One of the special deals to be enjoyed from Semarak Ramadan Ekstra this year is free shipping with no minimum transaction,
"Free shipping makes shopping much more efficient during the month of Ramadan. People who can't return to their hometown for Lebaran can send gifts to their families and relatives without worrying about shipping costs," Nuraini said.
Tokopedia will also offer THR (holiday bonus) and Tokopedia Ramadan Gift cashback coupons, a lottery with a grand prize of free umrah (mini hajj) trips and extra donation of Rp 500 (instead of the normal Rp 200) per transaction to encourage charity during Ramadan. The donation will be managed by Nara Kreatif and given to out-of-school children and youth.
Tokopedia's best-selling items during the Ramadan Ekstra promo last year were modest wear, prayer robes and dates.