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Harbolnas exceeds sales target by Rp 1 trillion: Nielsen

This year's National Online Shopping Day (Harbolnas), which took place Dec. 11-12, exceeded its target of Rp 8 trillion in transaction value.

Rizki Fachriansyah (The Jakarta Post)
Jakarta
Mon, December 23, 2019

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Harbolnas exceeds sales target by Rp 1 trillion: Nielsen Illustration of e-commerce (Shutterstock.com/one photo)

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nline shoppers spent over Rp 9 trillion (US$644.2 million) on National Online Shopping Day (Harbolnas), which took place Dec. 11 to 12, exceeding the Rp 8 trillion target of the highly anticipated event, a recent Nielsen Indonesia survey showed.

The figure indicates strong appetite for online shopping in the country, where homegrown e-commerce unicorns such as Tokopedia and Bukalapak reign supreme. Several consumer survey institutions have named Tokopedia, Singapore's Shopee and Bukalapak as the top three e-commerce platforms in terms of sales.

Chairman Ignatius Untung of idEA, the industry association, said that this year's sale was a win for the digital economy.

“It shows an increased level of public trust in online shopping,” Ignatius said on Wednesday in a statement, and that he was optimistic that the digital economy would grow into a major driver of economic growth.

Nielsen Indonesia director Rusdy Sumantri said this year’s Harbolnas was more successful than last year’s in terms of total transaction value.

“The transaction value increased significantly by Rp 2.3 trillion to Rp 9.1 trillion, from the Rp 6.8 trillion recorded last year,” he said.

Rusdy also noted a significant increase in sales of local products, which grew “by Rp 1.5 trillion from last year” to Rp 4.6 trillion, he said.

The survey also noted a 7 percent increase in online shoppers taking advantage of discounts for paying bills and topping up e-wallets.

Nielsen Indonesia reported that fashion products and cosmetics were the best-selling products during this year’s Harbolnas, with a 6 percent sales increase.

“The number of online sellers also grew 8 percent during Harbolnas,” the report noted. (evi)

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