Halal Fashion Became the Best-Selling Halal Product on E-Commerce in 2020

Based on the 2020 Sharia Economic and Financial Report (LEKSI), fashion was the best-selling halal product on e-commerce throughout last year. Its transaction proportion was 86.63% compared to other halal products available on e-commerce.

Cosmetics followed with a transaction proportion on e-commerce of 4.56%. Then, transactions of halal food and beverage products on e-commerce amounted to 2.73%.

Transactions of halal books and stationery on e-commerce reached 2.07%. Meanwhile, transactions of other halal products on e-commerce reached 1.71%.

The dominance of fashion product transactions was due to a shift in consumer spending preferences during the COVID-19 coronavirus pandemic in 2020. With activity restrictions in place, people preferred buying fashion products on e-commerce rather than in person.

Furthermore, Bank Indonesia (BI) noted that the shift in consumer preference for halal products to e-commerce during May-December 2020 grew by 49.52% compared to the same period the previous year. During that period, a surge in halal product transactions on e-commerce occurred in May 2020, exceeding Rp 1.1 trillion. This surge coincided with Ramadan and Eid al-Fitr 1441 H.