Minister Of Trade Budi: Harbolnas Becomes Momentum To Expand Access To Local Products

Minister of Trade Budi Santoso. (Photo: Mery Handayani/VOI)

JAKARTA - The government considers that the National Online Shopping Day (Harbolnas) which will take place from December 10 to 16, 2025 is an important momentum to expand market access for local products, especially micro, small and medium enterprises (MSMEs).

Trade Minister Budi Santoso said Harbolnas was not just an annual shopping campaign, but part of strengthening Indonesia's digital economy ecosystem.

Furthermore, Budi also appreciated the role of various digital platforms that are trying to provide a bigger stage for domestic products.

"We appreciate the efforts of digital platforms in Indonesia, one of which is Tokopedia and TikTok Shop, in strengthening Indonesia's digital economy. This is reflected in the opening of wider market access for local products and business actors, especially through the Harbolnas campaign," he said in Jakarta, Wednesday, December 3.

According to Budi, Harbolnas is a strategic space for MSMEs to expand consumer reach, while increasing the competitiveness of local products.

He also emphasized the importance of an inclusive and competitive digital trading ecosystem to maximize this opportunity.

"This initiative is expected not only to open wider access for Indonesian business actors in the country, but also to be able to strengthen the position of Indonesian products in the international arena through the use of an inclusive and competitive digital trade ecosystem, so that more MSME products can penetrate the global market," said Budi.

On the other hand, Budi revealed, from January to October Indonesia's exports recorded an increase of 6.96 percent. Meanwhile, the trade surplus increased by 40 percent.

"So our target is indeed 7.1 percent, so our hope is that by the end of the year the growth of 7.1 percent can be met," said Budi.

Regarding exports, Budi said, the MSME program Bisa Export the Ministry of Trade has facilitated 1,132 business actors to get buyers or buyers through business matching.

"Now January-October, the total transaction is 134.34 million US dollars. So it's already IDR 2.3 trillion. All MSMEs and 70 percent have never been exported. Now we want those exports other than large, small-medium companies to be able to. This is because now we are developing a populist economy," he said.

E-commerce Transactions Grow

Based on data from the Central Statistics Agency (BPS) for the third quarter of 2025, e-commerce transactions in Indonesia grew 6.19 percent on a quarterly basis. The data confirms that online shopping is increasingly an important part of community activities.

In the same period, exports of goods and services also increased 9.91 percent (yoy), signaling great opportunities for local products to reach overseas markets through digital channels.

At the regional level, the potential for the digital economy in the six largest Southeast Asian countries, including Indonesia, is estimated at 600 billion US dollars by 2030.

Seeing this opportunity, Tokopedia and TikTok Shop are committed to supporting the growth of local brands through Promo Guncang 12.12, which helps business actors increase visibility and sales digitally.

Head of Public Policy & Government Relations Tokopedia and TikTok Shop E-commerce Indonesia Hilmi Adrianto mengatakan inisiatif Lokal Mendunia juga turut mendorong ekspor produk Indonesia melalui ekosistem regional TikTok Shop, membuka akses lebih luas ke pasar Asia Tenggara dan memperkuat kontribusi produk lokal terhadap perekonomian nasional.

“Melalui momentum 12.12 tahun ini, Tokopedia dan TikTok Shop tidak hanya menghadirkan nilai lebih bagi para pembeli, tetapi juga membuka peluang lebih besar bagi para pelaku usaha dan brand lokal untuk semakin naik kelas. Selain itu, dengan ekosistem yang kuat, kami terus mendorong pelaku usaha lokal Indonesia untuk menembus pasar global, membangun kebanggaan serta kepercayaan terhadap produk buatan Indonesia,” ujarnya.

Head of Public Policy & Government Relations of Tokopedia and TikTok Shop E-commerce Indonesia Hilmi Adrianto said the global Local initiative also contributed to the export of Indonesian products through the TikTok Shop regional ecosystem, opening wider access to the Southeast Asian market and strengthening the contribution of local products to the national economy.

"Through the 12.12 momentum this year, Tokopedia and TikTok Shop not only bring more value to buyers, but also open up greater opportunities for business actors and local brands to increase their class. In addition, with a strong ecosystem, we continue to encourage local Indonesian business actors to penetrate the global market, build pride and trust in Indonesian-made products," he said.