Airlangga Optimistic Target Transaction Harbolnas 2025 Capai Rp35 Trillion

JAKARTA - Coordinating Minister for Economic Affairs Airlangga Hartarto revealed that the 2025 National Online Shopping Day (Harbolnas) is targeted to be able to reap a transaction value of IDR 33 trillion to IDR 35 trillion. This figure is higher than the transaction value last year of IDR 31.2 trillion.

"Hopefully this year it can be even higher and the target this year is between Rp33 trillion to Rp35 trillion," he said at a press conference kick off road to Harbolnas 2025, Monday, September 8.

The 2025 National Online Shopping Day (Harbolnas) activity will be held for a week, starting from December 10, 2025 to December 16, 2025.

In addition, he expressed his appreciation for the initiative from the idEA, the Ministry of Trade, and the Coordinating Ministry for Economic Affairs in encouraging the involvement of MSME actors on National Online Shopping Day (Harbolnas) which will take place in December 2025.

According to him, Harbolnas activities are important because it is a strategic momentum to strengthen the role of MSMEs, which are part of the middle class in Indonesia.

He added that activities that support the strengthening of the middle class need to continue to be expanded, both in terms of ecosystem development, increasing producer capacity, and expanding distribution channels (pipelines), including through e-commerce platforms that reach consumers directly.

However, he said that currently there are only 3 to 4 large e-commerce platforms that dominate the market and other platforms that are increasingly losing competitiveness, especially due to lag behind the development of algorithms and the use of artificial intelligence (AI) technology.

"Well, the Minister of Trade may need to look at this because other platforms seem to be losing their ability to compete. Especially in the AI era, algorithms rather than platforms outside the top 4 seem to be left behind. So this is what makes this business also very intense capital," he said.

Airlangga said that with the roadmap that had been prepared since the previous four months, it could increase transactions of IDR 1 trillion per month, so that the total transaction target for Harbolnas 2025 is expected to reach IDR 35 trillion.

In addition, he explained that last year, about 31 percent of total transactions came from local products and hoped that this figure could increase by 2025 in line with strengthening the Proudly Made in Indonesia campaign.

"So in the context of road to Harbolnas, MSME activities are increasingly being encouraged, especially the proud campaign made in Indonesia and of course I hope that Indonesian products, the Indonesian platform can increase the number so that starting from products, pipelines to consumers can increase," he explained.