Since its inception in 2012, National Online Shopping Day (Harbolnas) has become a momentum to drive the growth of online shopping transactions. The transaction value of Harbolnas has continued to increase from year to year.
If in 2019 the transaction value was at Rp 9.1 trillion, in 2024 the value will skyrocket to Rp 31.2 trillion. With this trend, the government is targeting a transaction value of Rp 35 trillion for this year's Harbolnas.
Although theyear-on-year growth rate of Harbolnas transactions slowed to 21.4% in 2024 (compared to 56% in 2021), the continued increase in transaction value shows that online shopping has become a way of life for the public.
Consumer shopping behavior and preferences during Harbolnas have also changed. There has been a shift in product choices, with consumers increasingly opting for local products. Harbolnas is no longer just a stage for imported goods, but has become an arena for local brands to prove themselves as they compete in the national market.
Sales of local products have grown positively from 2019 to 2024. In 2019, the transaction value of local products was recorded at only Rp 4.1 trillion. However, this figure grew to Rp 12.3 trillion in 2023 and jumped to Rp 16.1 trillion in 2024.
This increase proves that the quality and relevance of domestic products are increasingly winning the hearts of Indonesian consumers. This is driven by improved digital literacy and consumer awareness to support the national creative economy.
The year 2024 marks a new milestone in which local products successfully dominated more than half of the transaction value during the Harbolnas event. For the first time in the last five years, the proportion of local products exceeded 50%, reaching 51.6% of the total national transactions.
This achievement is a huge leap forward compared to 2022, which saw a low point of 44.1%. The 51.6% dominance shows that local products have found their place in their own country and still have room for further development. This achievement also confirms that the promotion strategy and the e-commerce ecosystem's support for UMKM yielded concrete results in shifting dependence on foreign products.
The success of local products in dominating more than half of the transaction value of Harbolnas 2024 is in line with the initial vision of this event, which is to encourage the growth of the creative industry and provide a stage for products made by the nation's children. This trend shows that the spirit of "Proudly Made in Indonesia" is not just a slogan, but is reflected in the actual shopping behavior of the community.
With transaction proportions continuing to strengthen, local products have proven to be competitive in terms of price, innovation, and aggressive digital marketing strategies, enabling them to outperform global products during the peak shopping season.
The achievement of transaction values in 2024, which grew fourfold in five years, gives high optimism to local businesses. This achievement can be seen as momentum to strengthen the supply chain and quality of domestic production.
The target of Rp 35 trillion in transactions by 2025 is both a challenge and a great opportunity for local products to increase their dominance. Harbolnas has proven itself to be an effective instrument, where local products are no longer spectators, but key players that control the flow of national transactions.
Going forward, consistency in innovation and regulatory support will be key to ensuring that this positive trend continues to skyrocket and takes Indonesia's digital economy to the next level.
