Jakarta. The Indonesian government expects the upcoming National Online Shopping Day (Harbolnas) to generate up to Rp 35 trillion ($2.1 billion) in transactions, underscoring the country’s push to strengthen its digital economy and promote locally made products.

Chief Economic Minister Airlangga Hartarto said the target represents a 12.2 percent increase from Harbolnas 2024, which booked Rp 31.2 trillion ($1.9 billion) in sales, more than 30 percent of which came from local products.

“My hope is that this year’s portion of local goods will be higher, with total transactions reaching between Rp 33 trillion and Rp 35 trillion,” Airlangga said on Monday, as quoted by Antara.

Scheduled for December 10–16, Harbolnas 2025 is expected to help boost sales for small and medium-sized enterprises (SMEs) while reinforcing the government’s campaign to encourage Indonesians to buy local goods through online platforms.

“Indonesia’s economic pipeline must be strong -- from SMEs and infrastructure to consumers who are aware and willing to purchase Indonesian-made products,” Airlangga added.

Hilmi Adrianto, chairman of the Indonesian E-Commerce Association (idEA), said Harbolnas has grown into a symbol of digital transformation beyond being a discount festival.

“It has become a tangible form of collaboration between government, industry, and entrepreneurs to drive an inclusive and sustainable digital economy,” Hilmi said.

To prepare for the event, idEA plans a national roadshow from September to December to build SME capacity. Offline bazaars will also be organized to connect small businesses with consumers and strengthen trust in local products.

“In today’s competitive digital era, economic challenges cannot be solved by one party alone. We need innovation from e-commerce platforms, better product quality from businesses, and stronger purchasing power among consumers,” Hilmi said.

Last year’s Harbolnas recorded Rp 31.2 trillion in transactions, a 21.4 percent increase from Rp 25.7 trillion in 2023. Sales of local products jumped 31 percent year-on-year, from Rp 12.3 trillion to Rp 16.1 trillion.

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