Ramadan eCommerce: Post-Iftar Opportunities

After Iftar: Understanding Ramadan’s Unique Shopping Patterns
In the world of eCommerce, timing is everything. During Ramadan, this becomes even more crucial, as shopping patterns undergo a dramatic transformation that retailers need to understand and adapt to. According to a report by SIRCLO, online transactions during Ramadan increase by 23% during night-time hours, with peak activity noted between midnight and 3 AM1.
The Post-Iftar Revolution
Traditional shopping hours are turned on their head during Ramadan. While typical eCommerce peaks occur during daytime hours, Ramadan creates a distinct “night economy” where consumer activity surges after iftar (the evening meal breaking the fast). Retailers can no longer rely solely on daytime promotions; they must seize the opportunities offered by this post-iftar shopping surge.
Mobile-First Shopping Experience
The shift in shopping hours correlates strongly with mobile usage. Statistics reveal that nearly 79% of consumers have made online purchases using mobile devices in the past six months2. This mobile-first approach is even more pronounced during Ramadan, where convenience and accessibility drive consumer behavior.
Consumer Behavior and Purchase Patterns
Shopping during Ramadan is not just about timing; it’s also about preparation and planning. According to a study, 93.6% of consumers actively browse products on digital platforms during this period. The purchasing focus breaks down as follows:
- 66.3% prioritize grocery and food items
- 41.8% focus on apparel and fashion
- 38.6% shop for personal care and beauty products3
Early Bird Advantage
One of the more striking insights is that 34% of consumers start their Ramadan shopping as early as 30 days before the holy month begins2. This extended shopping window represents a significant opportunity for retailers to engage early with customers and maintain momentum throughout the season.
Digital Marketing Impact
The effectiveness of digital marketing during Ramadan is particularly noteworthy. Research shows that 80.5% of customers begin their Ramadan shopping journey online, while 75.3% are more likely to make purchases after seeing relevant advertisements3. This data highlights the need for robust digital marketing strategies tailored for Ramadan.
Looking Ahead: 2025 Projections
The eCommerce market shows no signs of slowing down. Global eCommerce sales are projected to reach $8.1 trillion by 2026, according to Statista4, with Ramadan continuing to be a significant driver of this growth in Muslim-majority markets.
Strategic Implications for Retailers
To capitalize on these trends, retailers should:
- Adjust operational hours to accommodate night-time shopping peaks.
- Optimize mobile shopping experiences.
- Plan marketing campaigns to start at least one month before Ramadan.
- Focus on key categories like groceries, fashion, and beauty.
- Ensure smooth post-iftar customer service availability.
The shift in consumer behavior during Ramadan presents a unique opportunity for eCommerce retailers. By understanding and adapting to these patterns, businesses can better serve their customers while maximizing their potential during this significant shopping season.
During Ramadan, daily routines shift to accommodate fasting. This leads to increased shopping activity after sunset (iftar), when people have more free time and energy to shop, particularly late at night.
Shopping activity peaks between 8 PM and 3 AM, especially after iftar, as consumers browse and make purchases during their free evening hours.
Commonly purchased items include groceries, fashion and apparel, beauty and personal care products, and gifts for Eid celebrations.
Retailers can optimize for Ramadan by launching promotions early, adjusting marketing campaigns to focus on nighttime shopping, offering mobile-friendly experiences, and providing culturally relevant products.