Indonesia’s Ministry of Trade (Kemendag), in collaboration with Shopee Indonesia, has launched the Local Product Acceleration Program to help domestic businesses expand their markets through the digital commerce ecosystem. The program is also aimed at improving the competitiveness of local products amid growing e-commerce transactions.
Minister of Trade Budi Santoso said the program is part of the implementation of Minister of Trade Regulation (Permendag) No. 19 of 2026 concerning the operation of trading activities through electronic systems (PMSE).
According to Budi, digital platforms can be used to introduce Indonesian-made products to a broader consumer base. Easier market access is expected to encourage businesses to increase production capacity and develop their operations.
The government is also emphasizing the importance of providing greater opportunities for local products and micro, small, and medium enterprises (MSMEs) within the e-commerce ecosystem. With promotional support and broader consumer access, domestic products are expected to compete more effectively in the digital marketplace.
“Local products are being prioritized within the e-commerce ecosystem so they can become known to consumers more quickly,” Budi said in Jakarta on Thursday.
The joint program with Shopee comes in line with the government’s new policy governing electronic commerce. Permendag No. 19 of 2026 replaces Permendag No. 31 of 2023 and has been in effect since June 8, 2026.
The regulation not only establishes greater support for domestic products but also includes provisions concerning MSME promotion. In addition, the new rules cover transparency regarding information and costs in digital commerce activities, as well as consumer protection measures.
Through the acceleration program, cooperation between the government and digital platforms is expected to create an ecosystem that better supports the growth of domestic businesses. Strengthening market access is particularly important because MSMEs need marketing channels capable of reaching consumers quickly and across wider geographic areas.
For local businesses, greater visibility on digital platforms can also create opportunities to expand their customer base beyond their existing operational areas. At the same time, government policies are designed to ensure that the growth of digital commerce also generates greater benefits for Indonesian-made products.
The Ministry of Trade considers cooperation with digital industry players an important step toward strengthening the position of local products while supporting the growth of the MSME sector within Indonesia’s digital economy.
Fajar Santoso is a lifestyle and travel writer at RakyatPost who focuses on culture, tourism, modern living, and destination storytelling across Asia and beyond. With a passion for discovering unique experiences and local traditions, he creates engaging content that inspires readers to explore new places, lifestyles, and perspectives. His writing blends informative journalism with creative storytelling to deliver meaningful and reader-friendly travel and lifestyle coverage.
