Indonesia launches local product push with Shopee
Minister of Trade Budi Santoso and Shopee Indonesia launched the Local Product Acceleration Programme at Taman Mini Indonesia Indah on Thursday, with support worth Rp165 billion committed for 2025.
Source: Ministry of Trade Indonesia · August 14, 2026 at 5:55 PM · AI-assisted report
Single-source
JAKARTA, 15 AUGUST 2026 —
Minister of Trade Budi Santoso and Shopee Indonesia launched the Local Product Acceleration Programme at Taman Mini Indonesia Indah on Thursday, with support worth Rp165 billion committed for 2025.
Market Impact
The programme, unveiled at the Jakarta event, is designed to widen market access and raise competitiveness for domestic businesses by prioritising local goods on the e-commerce platform under the new Permendag 19/2026. Budi said the rules require platforms to give preference to home-grown products, transparent pricing and stronger consumer safeguards. “We want local products to be front and centre on this platform so consumers recognise them faster and producers scale up,” he told reporters.
Permendag 19/2026 took effect on June 8, replacing earlier rules and enforcing quotas for domestic goods and micro, small and medium enterprises, disclosure of fees and consumer protection. Under the programme, Shopee provides vouchers totalling Rp165 billion in 2025 and more than Rp100 billion so far in 2026, including Rp500,000 monthly vouchers for sellers whose entire inventory is locally made.
Shopee’s Deputy Director of Government Relations Balques Manisang said the initiative bundles several tools: digital upskilling via Shopee Campus, export market access, promotion management, operational support under Dikelola Shopee, and intellectual-property safeguards through the Brand IP Portal. Training covers affiliate marketing, interactive features, ad optimisation and store analytics. Sellers also receive shipment and inventory help to expand reach.
For small firms the launch includes mentoring on the Nomor Induk Berusaha business licence, Indonesian National Standards certification and halal registration. Balques said the combined support should lift competitiveness and domestic consumption. “We believe these comprehensive measures will strengthen local brands and drive onshore growth,” he said.
Malaysian businesses trading with Indonesia or sourcing goods via Shopee should expect tighter compliance checks on product origin and certification once the rules take full effect.
Related: Jakarta