As marketers in Indonesia plan for the year ahead, Ramadan is perhaps the most critical moment to get right. Consumer intent and activity start early, shopping journeys span several online and offline touchpoints, and expectations for relevant and convenient experiences are higher than ever before. Moreover, Indonesians are 3x more comfortable with AI-generated content compared to consumers in developed markets, demanding such content on the go. To help navigate these shifts, Glance and InMobi Advertising, in collaboration with WPP Media, have launched their research, Glance Into the Future: Win Indonesian Consumers in the Age of AI.
Read on to discover four insights into how Indonesian Ramadan shoppers plan, discover, and purchase. Also, learn what advertisers can do now to win attention and drive conversion.
#1: Shopping Happens Early
One of the clearest signals from the research is just how early Ramadan shopping starts. 6 in 10 shoppers finish their Ramadan purchases two to four weeks before the holy month even starts, emphasizing the importance of early visibility and proactive engagement.
#2: Budget Confidence Is Strong
74% of shoppers have increased their Ramadan budgets compared to the previous year, indicating that the willingness to spend is higher than before. However, with finance being a key topic of interest among consumers, it is critical that brands that show up with the right value and message.
#3: Mobile and AI are a Must to Drive Shopping
Mobile is integral to the Ramadan shopping journey. 82% of Ramadan consumers called shopping apps a “must-have”, making them the primary gateway for product discovery, exploration, and purchase.
Additionally, the lock screen is a prominent surface for engagement, with 82% of shoppers showing interest in seeing Ramadan ads on their lock screen, and 67.7% of consumers completed videos with character-driven storytelling, which can be generated in minutes with AI. This creates new opportunities to drive high-impact AI-powered communication at scale, making the most of intent-rich moments and enhancing the user experience.
#4: Discovery is Mobile-First, Exploration is Omnichannel
While mobile drives discovery, the journey expands to multiple touchpoints from there. 2 in 5 shoppers see products in person at an offline store, while 4 in 5 save deals in an app to buy them later. This shows that the hybrid shopping mindset remains, where digital inspiration leads to omnichannel exploration and purchase. Brands that fail to connect all the touchpoints on a shopper journey thus risk losing momentum during the season.
What This Means for Marketers
With shopper activity starting early and staying omnichannel, marketers have three clear imperatives as they prepare their Ramadan strategies for success:
- The early bird gets the worm: Start now to build anticipation and urgency.
With most shoppers completing their purchases well before Ramadan begins, campaigns must launch early. Leverage the power of countdowns, early-bird discounts, and “last offer” messaging right from the first week of Ramadan. - Make mobile a must in your mix: Prioritize discovery on this channel.
Anchor your media strategy in mobile touchpoints while targeting shoppers in the discovery phase and beyond. Leverage shopping apps, lock screens, and live shopping. - Be omnipresent: Design for omnichannel journeys.
Stay present across online and offline touchpoints, driving consistency and relevance for shoppers across their decision-making journeys.
More Insights Unveiled in the Report
These findings are just a glimpse of the Indonesian Ramadan shopping landscape in 2026. The full report dives deeper into what motivates shoppers, where and how they spend time, and ways marketers can use AI-powered content and journeys to connect with consumers seamlessly and effectively across touchpoints.
Read the full report and gain actionable insights for a winning Ramadan!
