Indonesia Accelerates Local Products via Digital Commerce

RI.CO.ID, Jakarta - The digital marketplace has become an increasingly important channel for Indonesian local products to expand their reach. The Ministry of Trade and Shopee Indonesia are strengthening support for domestic businesses through the Local Product Acceleration Program.

Trade Minister Budi Santoso said the program is part of the implementation of Minister of Trade Regulation No. 19/2026 on Electronic Commerce (PMSE). The regulation, effective since June 8, 2026, replaces Minister of Trade Regulation No. 31/2023 and prioritizes promoting local products and MSMEs.

“We are emphasizing how local products should be prioritized within this e‑commerce ecosystem and on these platforms so they become known to consumers more quickly. As a result, more SMEs will increase their production capacity,” Minister Budi said in Jakarta on Thursday, August 13, as quoted by Antara.

He noted that strengthening the digital ecosystem requires balanced involvement from sellers, platforms, and consumers. “For sellers, their products must be good and of high quality so that consumers will make repeat purchases,” he said.

The government, Budi continued, plays a role in expanding market access, while businesses must produce goods that meet consumer needs. Collaboration with digital platforms is considered essential so that local products can grow in the domestic market and gain opportunities to enter export markets.

“So our task is actually to find you the market. MSMEs make the products, and we, together with Shopee, find the market for them,” he said.

Shopee Indonesia Deputy Director of Government Relations, Balques Manisang, said the program integrates various forms of support to help businesses address challenges in digital commerce. This includes promotions, digital training, export assistance, operational management, and intellectual property protection.

Shopee distributed vouchers worth IDR 165 billion (approximately USD 9.23 million) throughout 2025. Meanwhile, vouchers provided to local sellers in 2026 exceeded IDR 100 billion.

One of the support measures is the Local Business Acceleration Voucher, available since May 17, 2026. Sellers whose product lineup consists entirely of local products can receive a voucher worth IDR 500,000 per store each month.

The program also offers training on affiliate marketing, interactive features, ad optimization, and store performance management. Business owners gain access to export programs and operational support for managing orders, inventory, and shipping.

Shopee has introduced a promotional program management feature that allows sellers to view program structures and evaluate their benefits. The feature also helps business owners calculate product margins based on their business strategies.

To protect brands, Shopee provides the Brand IP Portal, enabling business owners to report suspected counterfeiting or intellectual property rights violations. The program also includes assistance in obtaining a Business Identification Number (NIB), Indonesian National Standards (SNI), and halal certification.

“We are optimistic that the comprehensive support Shopee provides can make a positive contribution to strengthening the competitiveness of local products and fostering domestic economic growth,” Balques said. ***