A study by aCommerce, an e-commerce solutions provider in Southeast Asia, found that Indonesians started shopping online as early as 4 am during the recent Ramadan, the fasting month for Muslims.

The study analysed e-commerce data of five retailers selling apparels, beauty and sports products during the two weeks prior and two weeks during Ramadan.

According to the report, traffic to the e-commerce sites at 4 am during Ramadan was 152 percent higher than that before the fasting month. This suggests that Indonesian Muslims preferred browsing online to returning to bed after taking their morning meal prior to fasting.

Since Indonesians Muslims do not need to eat lunch during Ramadan, they tend to spend their lunch time browsing e-commerce sites. This is evident from the 12 percent increase in traffic experienced by the retailers surveyed.

Leveraging these findings, aCommerce advises online retailers to boost their search engine marketing, online marketing and promotional offers from 3 am to 6 am and during lunch hours during Ramadan. Retailers should avoid running promotions during the traditional prime time of 6 pm to 8 pm during the fasting month as families are spending that time to break their fast together, said aCommerce in a press statement.

The study also found that sites that did not feature lower priced items saw declined sales, suggesting that Indonesian consumers are price conscious even during Ramadan. aCommerce thus encourages online retailers to highlight lower priced or sale items on their homepages and carefully mix them with high priced items.