Jakarta - Indonesia’s economic fundamentals continued to demonstrate solid resilience in the second quarter of 2025, supported by improvements in key indicators. The Manufacturing Purchasing Managers’ Index (PMI) rose to 51.5 in August 2025, inflation remained under control at 2.31% in the same month, and the Consumer Confidence Index (CCI) stood at 118.1 as of July 2025. In addition, broad money (M2) grew by 6.5% year-on-year (YoY) in June 2025, reaching IDR 9,597.7 trillion. Household consumption also played a significant role in driving growth in Q2 2025, contributing 54.25% to national GDP.

To sustain this positive momentum, the Government through the Coordinating Ministry for Economic Affairs and the Ministry of Trade, in collaboration with the Indonesian E-Commerce Association (idEA) is once again launching the nation’s largest annual online shopping campaign: the 2025 National Online Shopping Day (Harbolnas), with a special focus on promoting local products.

“This initiative is especially important as we seek to empower MSMEs who form a vital part of Indonesia’s middle class. We must intensify efforts that support the middle-income segment, whether from the ecosystem side, the producers, or the pipeline. In this case, the pipeline refers to e-commerce platforms and consumers. This is a valuable opportunity for the Indonesian people,” said Coordinating Minister for Economic Affairs, Airlangga Hartarto, during the Kick-Off Road to Harbolnas 2025 event at Graha Sawala, Coordinating Ministry for Economic Affairs, on Monday (September 8).

This year marks the 14th edition of Harbolnas since it was first launched in 2012. The achievements of Harbolnas 2024 clearly demonstrate its wide-reaching benefits. Total transactions reached IDR 31.2 trillion—an increase of 21.4% compared to 2023. Local products accounted for approximately 52% of these transactions (IDR 16.1 trillion), representing a 31% increase from the previous year. MSME participation also saw a significant boost, driven by the “Proudly Made in Indonesia” campaign integrated across various e-commerce platforms.

Furthermore, Indonesia continues to see rapid growth in its digital economy, with Gross Merchandise Value (GMV) projected to reach approximately USD 360 billion by 2030. This positions Indonesia as the largest digital market in Southeast Asia—a figure that could potentially double with the ratification of the ASEAN Digital Economy Framework Agreement (DEFA).

“In ASEAN-DEFA, we hope that tariff issues won’t become a barrier to the region’s digital economy. This is crucial to strengthening intra-ASEAN trade. The most effective intra-ASEAN trade occurs through people-to-people, consumer-to-consumer, and digital payment channels. One of the low-hanging fruits in DEFA is digital payment—QRIS has already been widely adopted, even beyond ASEAN, with Japan already accepting QRIS,” explained Minister Airlangga.

Carrying the tagline “Nyatakan Cinta Nusantara” (Declare Your Love for the Archipelago), Harbolnas serves as a concrete action to support MSMEs, instill pride in local products, and strengthen Indonesia’s national digital economy ecosystem. Harbolnas 2025 is targeting total transactions of IDR 33 to 35 trillion—an increase of 5–10% from last year with local products expected to contribute around 50–55% of the total.

“Through this Road to Harbolnas, MSME activities are being further promoted, especially under the Bangga Buatan Indonesia (Proudly Made in Indonesia) campaign. I truly hope that Indonesian products and platforms will continue to grow from the products, to the distribution channels, to the consumers,” concluded Minister Airlangga.

The peak celebration of Harbolnas will take place from December 10 to 16, 2025. During this period, consumers will enjoy major promotions, feature showcases of top local products, and creative campaigns encouraging people to choose, buy, and take pride in locally made goods.