At the DTI-CX conference Aprindo unveiled HRN 2025 and urged a coordinated drive to integrate micro, small and medium enterprises into an AI‑enabled omnichannel retail ecosystem. The association and government partners say digitalisation is now strategic, but analysts warn that infrastructure gaps, skills shortages and a lack of measurable pilots and standards will determine whether small traders benefit.
The Indonesian retail sector is pressing ahead with a coordinated push to bring micro, small and medium enterprises (MSMEs) into a digitally enabled retail ecosystem, arguing that omnichannel sales, artificial intelligence and data analytics are now strategic necessities rather than optional upgrades.
Aprindo (the Indonesian Retail Entrepreneurs Association) used a session at the Digital Transformation Indonesia Conference & Expo (DTI‑CX) — held at the Jakarta International Convention Centre on 6–7 August 2025 — to promote closer integration between modern retailers and MSMEs. According to coverage of the InspiRETAIL talkshow in JPNN, the session, titled “Successful Retail Transformation: Omnichannel, AI and Big Data,” was held as part of the DTICX programme and formed one strand of Aprindo’s Hari Ritel Nasional (HRN) 2025 activities. HRN 2025, the association says, carries the theme “Resilient MSMEs, Growing Retail, Advanced Indonesia” and is intended to rally government ministries, digital platforms and retail networks behind MSME transformation across the supply chain.
Aprindo’s national road‑map for HRN 2025 was launched publicly on 17 July 2025 at the Ministry of Trade auditorium, where the association set out a programme of training, national seminars, exhibitions, business matching and a planned national finale. The organisation named Hans Harischandra Tanuraharjo as HRN 2025 chair. “Digital transformation is not a passing trend. It is a long‑term strategic step to enhance experience, loyalty, and the overall value of the retail business,” Hans said in Aprindo’s press release issued on 7 August 2025.
Organisers of DTI‑CX have positioned the two‑day conference as a national platform to accelerate digitalisation, bringing together technology vendors, government and enterprise decision‑makers across fast‑moving consumer goods, e‑commerce, logistics and retail. The event’s programme, they say, featured a high‑level conference, an exhibition of digital solutions, practical workshops and hundreds of speakers across dozens of sessions covering AI, cloud, cybersecurity, data analytics and omnichannel strategies. The stated aim was to facilitate business matching and faster adoption of digital tools across Indonesia’s regions.
Why the urgency
Multiple industry and academic sources underpin Aprindo’s argument. Coverage in trade press has underlined that retail remains a substantial contributor to Indonesia’s GDP and that e‑commerce is growing rapidly, fuelled by high smartphone penetration and a young, mobile‑first consumer base. Market reports and commercial guides emphasise rising gross merchandise value (GMV), stronger marketplace ecosystems and a widening share of online sales — trends that favour retailers who can harmonise online and in‑store experiences.
Consultancies and conference reviews reflect how retailers worldwide are now treating AI as an operational backbone. Analysts argue that AI is moving from pilot projects to enterprise‑scale deployments for merchandising, personalised marketing, inventory forecasting and customer service — but that scaling requires a clear operating model, unified data platforms and cross‑functional alignment to turn insights into consistent improvements.
What integration will take
Practical implementation is not straightforward. Academic research examining omnichannel adoption in Indonesia points to persistent barriers: limited IT infrastructure in parts of the country, skills shortages in both retailers and MSMEs, and fragmentation of data systems. The study recommends unified data architectures, dedicated employee training, and targeted investment in digital platforms to close the gap between strategy and execution.
Industry guides and regional case studies further underscore concrete tactics that work — loyalty programmes, marketplace integration, buy‑online‑pick‑up‑in‑store (BOPIS), and harmonised inventory and promotions across channels — but they caution that these tactics depend on back‑end integration and a customer data platform that gives firms a single view of shoppers.
Public‑private coordination
Aprindo’s approach explicitly leans on cooperation with government. The association says it is collaborating with the Ministry of Trade and the Ministry of Cooperatives and Small and Medium Enterprises to scale MSME participation and broaden market access. Trade coverage and sector analysis alike stress that public‑private partnership will be critical to modernise traditional markets, improve logistics and expand digital infrastructure so smaller suppliers can reliably plug into retail chains.
Yet the literature and event commentary also carry a note of caution. While policy support is visible, converting programmes into measurable increases in MSME revenues and formal retail participation will require sustained funding, measurable targets and a focus on skills development — not only technology deployment. Industry commentators argue that without practical onboarding, smaller merchants risk being marginalised even as digital retail grows.
Looking ahead
Aprindo’s message at DTI‑CX — and through HRN 2025 — is that building a digitally resilient, inclusive retail ecosystem is both possible and necessary. The association frames digital transformation as a long‑term strategic investment that can boost customer experience, loyalty and value. Organisers and industry analysts agree on the broad direction: omnichannel retail, underpinned by AI and unified data, offers productivity and customer benefits. At the same time, academic and sectoral studies warn that infrastructure gaps, workforce readiness and data fragmentation must be addressed for those benefits to be realised widely.
If April’s pledges and August’s engagements are to translate into a more inclusive retail landscape, retailers, platforms and ministries will need to move from announcements to measurable pilots, shared technical standards and scalable skills programmes that bring MSMEs into the digital mainstream. As Aprindo prepares HRN activities through the rest of 2025, the effectiveness of those collaborative mechanisms will be the critical test of whether Indonesia’s retail transformation leaves small traders behind or lifts them into the next phase of growth.
Source: Noah Wire Services
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