Harbolnas 2025, Government Targets Transactions To Reach IDR 35 Trillion

JAKARTA - The government has officially launched the 2025 National Online Shopping Day (Harbolnas) program. The transaction target installed for the program reached IDR 35 trillion.

The launch of Harbolas was carried out by the Ministry of Trade, the Coordinating Ministry for the Economy, and the Indonesian E-Commerce Association (idEA) on Thursday, December 4.

Coordinating Minister for the Economy Airlangga Hartarto said that this year's Harbolnas implementation which will take place from December 10 to 16, is expected to be able to contribute as much as 30 percent of the total e-commerce transactions.

"I just set a target of IDR 35 trillion. Earlier, the Minister of Trade said that this program was to encourage growth in December," he said at the launch of Harbolnas 2025, in Jakarta, Thursday, December 4.

In addition to Harbolnas 2025, business actors and the government also held other expenditure discount programs, namely Shopping in Indonesia Aja (BINA) from 18 December 2025 to 4 January 2026 and Every Purchase is Cheat (EPIC) from 1 to 31 December 2025.

"The target for spending in December is IDR 110 trillion. So hopefully this can be brought up by purchases. Then of course, we hope that local products can be improved," said Airlangga.

Meanwhile, the Minister of Trade Budi Santoso said the 2025 Harbolnas would be held for seven days, while six days was specifically for local product promotion with a target of increasing transactions of 5 to 10 percent.

Furthermore, Budi said the local product sales target was IDR 17 trillion, an increase of 6 percent compared to last year's achievement of IDR 16.1 trillion.

"To achieve this target, synergies between the government, industry and business actors are needed and today's activities show a real form of good collaboration in encouraging increased competitiveness," said Budi.

Budi said, the legal basis for organizing Harbolnas is contained in the Regulation of the Minister of Trade (Permendag) Number 31 of 2023 concerning Business Licensing.

Furthermore, Budi hopes that the implementation of Harbolnas will be able to encourage multiplier effects, namely encouraging an increase in the transportation and logistics sector, through goods shipments and so on.

"We hope that Harbolnas momentum can be used as a strategic step to strengthen branding of local products, provide a bigger place for local products and most importantly build community empowerment of Indonesian products," he said.

Meanwhile, Chairman of the Indonesian E-Commerce Association (idEA), Hilmi Adrianto, said that Harbolnas 2025 is not just an annual program, but a symbol of the 13-year journey of Indonesia's digital economy transformation.

Furthermore, Hilmi said Harbolnas started in 2012 with only six e-commerce. Now, more than 1,300 digital business actors are participating in the annual program.

"Achieving big targets doesn't just happen. Since September 2025, ideas with partners such as Lazada, Canva, Blibli, TikTok Shop by Tokopedia, Shopee, and Bank Mandiri, BRI, and BNI have held a series of road to Harbolnas roadshows in various cities in Indonesia and intensively conducted national-scale online training," said Hilmi.