Harbolnas 2025 Targets Growth, Reinforces Digital Economy

KBRN, Jakarta: The Secretary General of the Indonesian E-Commerce Association (IdEA), Budi Primawan, stated that the 2025 National Online Shopping Day, locally known as Hari Belanja Online Nasional or Harbolnas, is far more than just a large-scale shopping festival. He emphasized that the annual event has become a vital catalyst for strengthening Indonesia’s entire digital economy ecosystem.

Speaking in an interview with RRI Voice of Indonesia, Wednesday (10/9/2025), Primawan explained that unlike individual e-commerce platform campaigns, Harbolnas uniquely unites various players. These include major marketplaces, logistics providers, and digital payment systems, all working together toward a single goal of boosting innovation, consumer trust, and nationwide participation in the digital economy.

The 2025 Harbolnas is scheduled to run from December 10 to 16, targeting an ambitious transaction value of 2.25 billion U.S. dollars, or approximately 35 trillion rupiah. Importantly, half of these transactions are expected to come from Indonesian-made products, underscoring the government’s efforts to promote local goods while strengthening the role of small and medium enterprises (SMEs) in the global market.

According to Primawan, this nationwide collaboration showcases the strength and speed of Indonesia’s e-commerce growth to the international community. By bringing together all elements of the digital economy, Harbolnas serves as a “model player” that reflects Indonesia’s rising position within both regional and global markets.

Beyond being a sales event, Harbolnas has evolved into a momentum builder that helps set benchmarks for consumer behavior, payment adoption, and delivery performance throughout the year. The December shopping festival, Primawan added, consistently drives innovation in logistics, fintech services, and digital marketing strategies.

The Indonesian government sees Harbolnas as not only an opportunity to generate significant economic value, but also as a platform for increasing local product visibility. From fashion and handicrafts to food and lifestyle products, Indonesia’s diverse offerings provide international consumers with access to authentic, high-quality goods rooted in the country’s cultural heritage.

Primawan further explained that the success of Harbolnas depends heavily on the reliability of platforms, sellers, and logistics providers. With Indonesia’s internet penetration and digital adoption showing steady growth, he believes the ambitious transaction target is achievable if consumer confidence remains strong throughout the campaign period.

Finally, Harbolnas is expected to continue playing a strategic role in accelerating Indonesia’s digital transformation. By empowering local businesses, driving export potential, and positioning Indonesia as a competitive player in the digital economy, the event reinforces the nation’s commitment to sustainable, inclusive growth.