Jakarta. Indonesia’s 2025 National Online Shopping Day (Harbolnas) booked transactions worth Rp 36.4 trillion ($2.17 billion), surpassing the government’s initial Rp 33 trillion–Rp 34 trillion target, the Ministry of Trade said on Monday.

Trade Minister Budi Santoso said the result marked a sharp improvement from last year’s Rp 31.2 trillion ($1.86 billion), translating into roughly 17% year-on-year growth.

“Harbolnas once again proved that shopping festivals can serve as a strategic stimulus to lift consumer purchasing power toward year-end,” Budi said in Jakarta.

More than 1,300 businesses — spanning merchants, online retailers and marketplace platforms — participated in Harbolnas 2025, helping drive a surge in transactions during the Dec. 10–16 campaign period.

Local products contributed 45.6% of total sales, equivalent to Rp 16.6 trillion, up about 3% or Rp 500 billion from 2024. The most popular local categories were fashion and sportswear, personal care, and food and beverages.

Budi said the figures underscore the strengthening consumer preference for domestically made goods within Indonesia’s digital commerce ecosystem. The government, he added, will continue pushing micro, small and medium enterprises (MSMEs) to capitalize on online shopping momentum by improving product quality, expanding market reach and building digital capabilities.

Looking ahead, the ministry expects Harbolnas to remain a key growth driver in the fourth quarter, alongside the Every Purchase is Cheap (EPIC) Sale and the Belanja di Indonesia Aja (Bina) Great Sale. Together, the programs target cumulative transactions of up to Rp 110 trillion in 2025.

“Businesses should use this momentum to scale up operations, widen market access and strengthen digital capacity amid an increasingly competitive e-commerce landscape,” Budi said.

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