HARBOLNAS (Hari Belanja Online Nasional) 2024 officially kicked off on December 5, marking the 13th year of this highly anticipated shopping event. Launched at The Park Pejaten in Jakarta, the event is a joint initiative involving the government, e-commerce players, and small businesses (UMKM) to drive online transactions and accelerate the digital economy in Indonesia.

This year’s event has been extended to seven days, a significant increase from the usual three-day duration in previous years. Hilmi Adrianto, Chairman of the Indonesian E-Commerce Association (idEA), stated that the value of sales during HARBOLNAS 2023 reached an impressive IDR 25.7 trillion, up from IDR 22.7 trillion in 2022. For 2024, the target sales figure is set at IDR 40 trillion, driven by a combination of extended duration, increased consumer interest, and government support.

One key focus of HARBOLNAS 2024 is to encourage consumers to support local businesses. Hilmi emphasized the importance of buying locally produced goods during the event, saying, “Let’s buy and use our own products for mutual welfare.” This initiative aligns with the government's efforts to boost the UMKM sector, which has been integral to Indonesia's economic recovery.

Airlangga Hartanto, Indonesia’s Coordinating Minister for Economic Affairs, highlighted the positive impact of HARBOLNAS on the country’s economy, particularly in the digital and e-commerce sectors. In 2023, Indonesia’s digital economy grew by 13%, reaching a value of USD 80 billion, with e-commerce accounting for USD 65 billion. Hartanto noted that strong consumer purchasing power, especially for Fast-Moving Consumer Goods (FMCG) and tech products, contributed significantly to the sector’s growth.

Beyond e-commerce, HARBOLNAS 2024 also plays a vital role in strengthening the tourism sector. The event promotes discounts on travel and vacation packages, including Christmas and New Year’s holiday deals. Hartanto connected the two, stating, “There’s no shopping without a holiday, and no holiday without shopping. Both are interrelated.”

To further drive consumer participation, the #BelanjadiIndonesiaAja program will run from December 20-29, 2024. This campaign will feature the EPIC Sale (Every Purchase Is Cheap), where 80,000 participating outlets across Indonesia will offer massive discounts in collaboration with banks and other business players. The program is expected to help boost consumer spending and significantly contribute to Indonesia’s GDP growth in the fourth quarter.

Molly Prabawaty, Acting Director General of Public Communications and Media, stressed the importance of robust infrastructure to support the event’s success. She noted that logistics providers are scaling up their operations by increasing delivery vehicles and personnel to ensure fast and accurate shipments. Additionally, the government has partnered with telecommunications operators to bolster network capacity and bandwidth to handle the surge in online traffic.

Telecom providers are also offering special data packages and promotions to ensure smooth shopping experiences. Meanwhile, e-commerce platforms are optimizing their mobile apps for better responsiveness and faster transactions. Some operators are even offering discounts on phone credits and data plans to further support online shopping during the event.

HARBOLNAS 2024 is set to be a pivotal moment for Indonesia’s digital economy. With government support, enhanced infrastructure, and a broader focus on UMKM and local products, the event is expected to provide a substantial boost to online sales and economic growth. The extended seven-day event and special promotions are poised to drive even greater engagement from both consumers and businesses alike.