AMZ123 has learned that the Indonesian government recently announced plans to set the 2026 National Online Shopping Day (Harbolnas) transaction target at 40 trillion Indonesian rupiah (approximately US$2.4 billion), up 10%, or 3.6 trillion rupiah, from the actual 2025 transaction value of 36.4 trillion rupiah.

The 2026 Harbolnas is scheduled to run from December 10 to 16, lasting seven days. Compared with previous years, the government will also expand the transaction channels counted in the event’s statistics beyond traditional e-commerce platforms: online travel agencies (OTAs), ride-hailing and other mobility service platforms, as well as social commerce and social media, will also be included.

Harbolnas is one of Indonesia’s major year-end online shopping promotional events, and the government hopes to use it to further unleash consumer shopping demand and drive fourth-quarter economic growth.

In 2025, Harbolnas transactions reached 36.4 trillion rupiah, exceeding the government’s previous target of 35 trillion rupiah and rising 17% from 31.2 trillion rupiah in 2024. This result also provided the basis for setting a higher target for 2026. The government has now raised the transaction target to 40 trillion rupiah, aiming to further expand the scale of year-end online shopping while enabling more local businesses to reach consumers through digital channels.

The Indonesian government is also positive about the growth prospects of the e-commerce market. Indonesia’s e-commerce market size is expected to grow by more than 14% in 2026 to reach US$71 billion, making Indonesia the largest e-commerce market in Southeast Asia.

As online consumption continues to grow, the government hopes to further improve the foundation of the digital economy. Besides promoting e-commerce development, it will also focus on digital talent cultivation, the semiconductor industry, artificial intelligence (AI), and related infrastructure construction to support digital economic growth.

In terms of consumer shopping preferences, apparel and sportswear, personal care products, and processed foods were the most popular during the 2025 Harbolnas. Notably, livestream shopping had a particularly significant influence on purchasing decisions: 80% of consumers completed transactions after watching product introductions or reviews through livestream shopping features.

Local products also delivered a strong performance in the previous event. During the 2025 Harbolnas, local product transactions reached 16.6 trillion rupiah, up about 3% year on year and accounting for 45.6% of the event’s total transaction value. This indicates that local products already occupy a considerable share of year-end online promotions.

The Indonesian government hopes to create sales opportunities for more micro, small, and medium enterprises by expanding the digital channels covered by the event, helping them use online platforms to promote products and expand their customer base.

Author ✎  Summer/AMZ123
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SellerHome Comments

Indonesia’s National Online Shopping Day has included social commerce and OTA statistics for the first time, expanding market boundaries. Cross-border sellers should prepare in advance for localized operations and compliance to seize the incremental window of the December promotion.

Source: Southeast Asia E-commerce News
Original link: https://www.amz123.com/t/nYpfoC58