The Indonesian government continues to support programs that focus on small and medium enterprises (SMEs) and local industries. One such initiative is the National Online Shopping Day program.
In 2024, National Online Shopping Day runs from December 10 to December 16, generating approximately USD 1.932 billion in total transactions. The average spending per customer reached USD 19.69. This remarkable figure reflects high consumer enthusiasm, with over 98 million customers participating in this year’s event.
Although the total transactions fell short of the government’s target of USD 2.476 billion, it marks a 21.4% year-on-year (YoY) growth compared to USD 1.591 billion in 2023. Local products dominated sales, contributing 52% of total transactions, equivalent to approximately USD 996.9 million—an impressive 31% YoY increase.
“To build a strong market for local products, the government continues to promote and encourage campaigns that inspire people to choose domestic goods. Once the market for local products is established, supply will naturally follow. This approach also helps reduce reliance on imported goods,” said Coordinating Minister for Economic Affairs Airlangga Hartarto, as quoted by Jabar Ekspres.
How National Online Shopping Day Drives Local Product Growth
Airlangga highlighted that the significant growth in local product contributions demonstrates the bright future potential of National Online Shopping Day and rising consumer awareness to support domestic goods through e-commerce platforms. National Online Shopping Day is also expected to play a key role in boosting consumer purchasing power while helping local products compete in both domestic and international markets.
With the tagline #PakaiProdukSendiri (Use Our Own Products), sportswear, fashion accessories, personal care items, and food and beverages emerged as the top-selling categories during National Online Shopping Day 2024, both overall and specifically for local products, according to Kontan.
Live shopping proved to be the most popular feature among buyers, with 50% of customers making purchases through affiliate links shared on social media platforms. This interactive shopping experience, which includes product reviews and easy access to purchase links, continues to attract consumers.
This year’s National Online Shopping Day saw participation from 407 participants, ranging from merchants and online retailers to marketplace service providers. It also achieved the highest onboarding rate for new sellers compared to pre-pandemic times.
Boosting Indonesia’s Economy Through Online Shopping
National Online Shopping Day 2024 is not just a celebration of online shopping but a concrete step toward boosting the national economy and promoting local product sales. Alongside this program, the government also supports other initiatives such as the “Shop in Indonesia Only” program from December 20 to 29 and the EPiC Sale (Every Purchase is Cheap) from December 22 to 31.
Airlangga expressed optimism that strong collaboration between the government, businesses, and society can drive economic growth through the consumption sector.
“National Online Shopping Day is tangible proof that consumer shopping activities contribute significantly to achieving economic growth targets,” he stated.
By fostering a thriving market for local products and encouraging innovative shopping experiences like live commerce, National Online Shopping Day continues to strengthen Indonesia’s economy and empowers SMEs to compete on a global scale.
Source: Jabar Ekspres, Kontan
Image credit: Nataliya Vaitkevich (pexels.com)
