Creative Economy Minister highlights Shopee's digital ecosystem as a driver of job opportunities
Jakarta (ANTARA) - The Minister of Creative Economy of the Republic of Indonesia, Teuku Riefky Harsya, highlighted the role of the digital ecosystem, including the Shopee e-commerce platform, in opening economic opportunities for the community, especially housewives and the younger generation, through activities from online selling to becoming affiliates.
“82 percent of unemployment is the younger generation under 40, and they are usually more adept at using digital technology. So, if we can direct them to become Shopee sellers, ShopeeFood merchants, or join Shopee Affiliate, it could open up job opportunities and have a direct impact on reducing open unemployment,” Teuku Riefky said at the Laporan Capaian Emak-Emak Matic dan Gen Matic event in Jakarta, on Wednesday (4/3).
According to him, the digital economy industry is one of the new sectors that has the potential to provide inclusive employment, both formal and informal. Through the digital ecosystem, people from diverse backgrounds can start online businesses with relatively small capital.
To support the utilisation of these opportunities, the Ministry of Creative Economy together with Shopee last year held digital training programmes “Emak-Emak Matic” and “Gen Matic” in eight cities across Indonesia.
“The Emak-Emak Matic and Gen Matic training, conducted in collaboration with Shopee, can be a way to help reduce unemployment by creating new jobs, especially for mothers and the younger generation. In the face of global economic uncertainty, strengthening family economic resilience by empowering mothers and the younger generation becomes crucial,” Teuku Riefky said.
Several training participants said they benefited from the programme. Aya Sophia Madjid, owner of the Muslim fashion store “rumahayasophia” from Bogor, West Java, said the training she took helped increase knowledge of promotional features on the e-commerce platform, resulting in higher sales.
“Online selling is relatively easy because promotions, marketing, and delivery are all handled on one Shopee platform. Participating in training such as Emak-Emak Matic is very important as it makes me better understand how to use Shopee’s Advertising features and Free Shipping XTRA to boost sales,” Aya said.
A similar experience was shared by Siti Zakiatul Rokhmah, owner of the culinary business “Britania Kuliner” in Bogor who had previously sold offline since 2016. The COVID-19 pandemic in 2020 forced her to close the physical store and switch to becoming a ShopeeFood merchant.
After taking the Emak-Emak Matic training, Zaki says she was able to optimise her shop online so that orders rose twofold.
Meanwhile, a housewife from Depok Khairani Marda or Bundo Iren utilised the opportunities of the digital economy by becoming an affiliate after taking Gen Matic training in 2025. From that activity, she says she earned additional income that helped the family economy.