Jakarta, Indonesia Sentinel — Indonesia’s annual National Online Shopping Day (Harbolnas), held from December 10–16, 2024, recorded total transactions of Rp31.2 trillion ($2 billion), falling short of the government’s target of Rp40 trillion ($2.6 billion).
Coordinating Minister for Economic Affairs Airlangga Hartarto revealed that the average spending per person during Harbolnas 2024 reached Rp318,000 ($20). Meanwhile, approximately 98 million people participated in the online shopping event.
Despite missing the target, the total transaction value still marked a 21.4% increase from the Rp25.7 trillion ($1.7 billion) recorded during Online Shopping Day 2023.
“Online Shopping Day demonstrates how consumer spending can play a significant role in driving economic growth,” Airlangga said in a press release on Saturday, December 28, as reported by Bisnis.
Local Products Dominate Sales
Airlangga highlighted that local products accounted for 52% of total sales during the event, with transaction values reaching Rp16.1 trillion ($1.04 billion), a 31% increase from the previous year.
Sportswear, fashion accessories, personal care items, and food and beverages emerged as the top-selling product categories, both overall and among local goods.
The 2024 Online Shopping Day event attracted participation from 407 merchants, including online retailers, marketplaces, and digital service providers.
Airlangga expressed optimism that Harbolnas would contribute positively to Indonesia’s economic growth this year.
Earlier, Minister of Cooperatives and SMEs Maman Abdurrahman had set a growth target of 20–25% for the 2024 event compared to the previous year. “We aimed for transaction values to surpass IDR 30 trillion ($1.9 billion),” Maman said during a press conference on Nov. 28, 2024.
Retailers’ Perspective
Chairman of the Indonesian Retail Entrepreneurs Association (Aprindo), Solihin, offered a more cautious outlook. He predicted at least a 10% increase in sales compared to 2023, noting the current pressure on consumer purchasing power.
“Essential goods, such as food and beverages, remain the backbone of Harbolnas sales,” Solihin said. He added that many retailers have adapted by enhancing their online presence and offering free shipping promotions to attract customers.
Indonesia Targets IDR 40 Trillion in E-commerce Sales During 2024 National Online Shopping Day
While the event didn’t meet its ambitious targets, Online Shopping Day 2024 underscored the growing significance of e-commerce in Indonesia’s economy amid shifting consumer behaviors and increased digital adoption.
(Raidi/Agung)
