Jakarta, September 8, 2025 – National Online Shopping Day (Harbolnas) is back with a fresh spirit in 2025. With the tagline "Declare Love for the Archipelago," Harbolnas positions itself as a real action in supporting MSMEs, fostering pride in using domestic products, and strengthening the national digital economy ecosystem.

The Indonesian E-Commerce Association (idEA), in collaboration with the government thru the Coordinating Ministry for Economic Affairs and the Ministry of Trade, is once again presenting the biggest discount period of the year, specifically for local products, as part of the 2025 National Online Shopping Day (Harbolnas) series.

At the launch ceremony for Road to Harbolnas at the Coordinating Ministry for Economic Affairs office, Coordinating Minister for Economic Affairs Airlangga Hartarto emphasized that Harbolnas 2025 is not just a digital shopping festival, but a real movement to revive public purchasing power and strengthen the foundation of the national economy. By choosing domestic products, we are not only supporting MSMEs, but also strengthening the nation's economic independence.

The 2024 National Shopping Day (Harbolnas) achieved a successful surge in transactions of over 20% compared to 2023, totaling 31.2 trillion, and is optimistic that this year's national increase will reach 10%.

Each category is proof that Indonesia's digital trade ecosystem continues to grow. This success provides new optimism amidst the fluctuating purchasing power of the public.

Minister of Trade Budi Santoso added, "The Ministry of Trade encourages local products and MSMEs to move up to the main stage. This is the moment for Indonesian society to express their love for the works of the nation's children, while also proving that digital commerce can be a driving force for creative and sustainable economic growth."

2025 Strategy: Inclusive Promotion, Sustainable Growth With the global economic conditions still challenging, Harbolnas 2025 aims for inclusive growth thru a series of promotions that not only sweeten the market but also serve as a long-term strategy to support the sustainability of business actors.

More than just a promotional battle, Harbolnas 2025 is also a strategy for sustainable business thru strengthening the competitiveness of each business actor. Every promotional program offered is not just a short-term market sweetener, but rather part of a policy that drives sustainable business growth. With this approach, Harbolnas can also expand its new customer base and build customer loyalty.

Cross-Sector Collaboration The success of Harbolnas 2025 is built upon extensive cross-sector collaboration. The digital trade ecosystem involved includes:

E-commerce platforms, which provide promotion and sales channels, Banking and fintech institutions, which offer payment facilities and access to financing for MSMEs, Logistics providers, which ensure product distribution throughout the country, Central and regional governments, which provide support thru regulation and facilitation, Creative communities and media practitioners, who strengthen the #PilihKaryaNusantara campaign narrative.

The contribution from the banking sector includes special financing programs and incentives for MSME participants in Harbolnas. Meanwhile, e-commerce platforms also announced full support packages for sellers, including promotional subsidies, increased visibility for local products, and loyalty programs for consumers.

Roadshow and Peak Celebration

idEA General Chairman, Hilmi Adrianto, stated that "the kick-off of the Road to Harbolnas 2025, which took place today, will be followed by a national roadshow thru activities to optimize the digitalization of business actors." This agenda brings together local business owners with the digital trade ecosystem, strengthens networks, and expands the reach of regional flagship products to national consumers.

As is tradition, the peak of the Harbolnas celebration will take place from December 10-16, 2025, starting with an exhibition for the public at shopping centers from December 4-6, 2025. During this period, the public will enjoy massive promotions, showcases of outstanding local products, and creative campaigns that encourage consumers to choose, buy, and be proud of the work of the nation's children.

Concluding his remarks, Harbolnas 2025 is not just a promotional event, but also a business sustainability strategy. Each promotion is designed to support long-term growth, build consumer loyalty, and make MSMEs the backbone of Indonesia's digital economy. With the spirit of #NyatakanCintaNusantara, #belanjaseruharbolnas2025 is determined to be a momentum for the revival of public consumption and the strengthening of Indonesia's digital trade ecosystem, concluded Hilmi.

With this, the registration for the national shopping day participants can be accessed at the link: https://bit.ly/daftarharbolnas2025 and get all the benefits!