Promoting Local Products, Shopee Distributes Rp 100 Billion in Vouchers Since the Start of the Year
In order to maintain consumer purchasing power for local products, Shopee is distributing special vouchers to attract buyer interest. The presence of these digital vouchers serves as one strategy to encourage transactions on e-commerce platforms.
During the January-May 2026 period, Shopee has disbursed Rp 100 billion in the form of shop vouchers to help increase sales of local products. Meanwhile, throughout 2025, Shopee also allocated around Rp 165 billion in the same form to assist local product sellers in boosting transactions while drawing in more buyers.
This time, Shopee Indonesia has launched an exclusive shop voucher programme called Voucher Akselerasi Usaha Lokal for UMKM sellers committed to selling 100% local products in mid-May 2026. Through this programme, qualifying sellers will automatically receive vouchers worth Rp 500,000 per shop starting from 17 May 2026, which can be immediately used to attract buyers during transactions at their stores.
Thereafter, vouchers will be provided regularly on the 17th of each subsequent month to help enhance the appeal of local products and drive sustainable sales growth.
Shopee Indonesia’s Deputy Director of Public Affairs, Radynal Nataprawira, stated that consistent and relevant support is a key factor in enabling local businesses to continue growing and remaining competitive amid the rapidly expanding digital economy.
“We see that promotional support in the form of vouchers delivers tangible impacts in helping to increase consumer buying interest and expand transaction opportunities. Building on that effectiveness, Shopee is introducing the Voucher Akselerasi Usaha Lokal as additional support for Sellers with 100% local products to enable more sustainable development,” said Radynal in his statement on Tuesday (12/5/2026).
Digital vouchers remain one of the effective promotional strategies for driving e-commerce transactions. Various studies show that the presence of vouchers and discounts can boost shopping interest while encouraging consumers to complete previously delayed transactions.
Throughout 2025, the Hari Belanja Lokal campaign helped local sellers increase sales by up to twice the amount through various voucher supports during the campaign period. Meanwhile, the Shopee Pilih Lokal channel also helped sellers record revenue increases of up to 40% last year through special promotions for local products, supported by various types of Shopee vouchers.
“Our internal data indicates that promotional support and subsidies from the platform serve as important stimuli to maintain the competitiveness of local businesses and drive sustainable transaction growth in the digital ecosystem. Through this support, we aim to ensure that local products are not only present in the digital ecosystem but also become the primary choice for Indonesian society and gain stronger competitiveness in the digital era,” explained Radynal.
This is further reinforced by findings from technology and data analytics firm Inmar Intelligence, which state that around 83% of consumers admit to changing their shopping behaviour due to vouchers, from making purchases faster than initially planned to spending more than originally intended.
On the other hand, current digital consumer behaviour also shows high interest in promotions and discounts before completing transactions. Statista research notes that online buyers on average spend about 5-10 minutes searching for digital vouchers before checkout, with success rates in finding valid voucher codes ranging between 10-30%.
Sellers Acknowledge Vouchers’ Positive Impact on Business Growth
Owner of online store Trendy Spring Bed, Vincentius Leonardo, considers that voucher and promotional programmes on marketplaces are indeed one of the quite effective factors in helping to drive sales and attract consumer traffic. Vouchers and shipping subsidies are also seen as capable of increasing product appeal amid increasingly tight e-commerce competition, especially for household product categories with large shipping needs like spring beds.
“We have indeed factored in platform costs into our pricing structure from the start, just like distribution costs in any channel. The difference with marketplaces is that the platform also provides vouchers and promotions that directly attract buyer traffic. So consumers get competitive prices, and we can still maintain margins. For me, this isn’t a burden; it’s just regular marketing costs,” said Vincentius.
This acknowledgement signals that vouchers are an important part of the online shopping experience as well as a factor considered by consumers in making final purchase decisions. Not only functioning as additional incentives, vouchers also have a significant influence in driving consumer purchase decisions.
Nevertheless, amid shifting societal shopping behaviour that is increasingly digital, voucher programmes are expected to provide solutions that benefit both sellers and consumers. In addition to helping increase transactions and shop traffic, this initiative is also hoped to deliver a more engaging shopping experience while supporting the growth of local products on e-commerce platforms.