By: Wahyu Gunawan
MSME training is expected to improve global market access and open up greater opportunities for local products to gain international recognition. This initiative is not merely a training program, but a collaborative effort involving the government, corporations, and business practitioners to ensure MSMEs can advance and become highly competitive in the global marketplace.
The Ministry of Communication and Digital, through the Human Resources Development Agency, is collaborating with Lazada Indonesia and Lampu.id to encourage MSMEs to integrate digital innovation into their business strategies. This synergy is realized through a training program titled “Social Selling: The Key to MSME Success in 2025,” held offline in Central Jakarta. More than 200 MSMEs attended the event, which featured experts in the field of digital marketing.
In this program, participants gain not only theory but also practical strategies they can immediately apply to define their product’s identity and uniqueness. This is crucial so that marketing through digital platforms becomes more than just a sales platform, but also creates a unique appeal for consumers.
Deputy Minister of Communication and Digital Affairs, Nezar Patria, emphasized that the current digital market potential is enormous and that what is happening is no longer just ordinary change, but a revolution. According to him, social selling is not just about selling products, but also about building stories and emotional connections with consumers. He stated that consumers are not just buying batik or culinary delights, but also the stories and creative content that accompany those products. All of this can be conveyed through continuously innovating digital platforms.
Social selling strategies are becoming increasingly important in the digital era, as consumers are now more discerning, selective, and rely heavily on content for decision-making. Lazada Indonesia’s Vice President of Government Affairs, Budi Primawan, emphasized his company’s commitment as a strategic partner for MSMEs, not only in building trust with customers but also in opening access to innovation and technology. He stated that through integrated solutions, Lazada aims to encourage MSMEs to continue growing and developing through social selling strategies relevant to the digital era.
This training provides MSMEs with practical knowledge to optimize social selling. Lampu.id founder Melissa Wijaya explained that business is not just about buying and selling, but about building an ecosystem and trust. She encouraged business owners to take a collective step in digital transformation, increase competitiveness, and utilize all optimization features on digital platforms to ensure product identity and consistency. Melissa emphasized that this training should be a first step, not just theory, but also real-world practice that delivers immediate results for MSMEs.
The program also featured content creators, creativepreneurs, and local entrepreneurs who have successfully conquered the digital market. They shared inspiring stories and powerful social selling strategies, from building brand identity, utilizing various digital tools to produce engaging content, collaborating with influencers, to creating interactive spaces that strengthen customer trust. All of this demonstrates that MSMEs now have broad access to expand their capacity through a combination of innovation, collaboration, and digitalization.
In line with the efforts of the Ministry of Communication and Digital, along with private partners, PT Pertamina (Persero) is also taking strategic steps to increase the capacity of MSMEs. Ahead of the 2025 Trade Expo Indonesia, Pertamina is preparing 30 of its best MSMEs to be not only ready to participate but also able to compete and penetrate the global market. These selected businesses will be equipped with export promotion skills through an intensive Export Product Promotion Techniques Training program, which will run from September 29 to October 1, 2025, in Jakarta.
This activity is a follow-up to the memorandum of understanding between the Ministry of Trade and the Ministry of State-Owned Enterprises, which focuses on encouraging MSMEs to upgrade. The Head of PPEJP, Sugih Rahmansyah, stated that this training is expected to better prepare participants to compete in the export market. He emphasized that PPEJP and Pertamina share a common vision: supporting MSMEs to be competitive and able to penetrate the global market. Over the three days, MSMEs received material from experienced practitioners on promotional strategies at international trade shows, pitching techniques, business meetings, and contract drafting.
The training not only focused on theory, but also complemented with practical exercises such as product displays, presentations, and business meeting simulations. Pertamina’s SMEPP Manager, Fety, emphasized that this opportunity must be utilized optimally because a deep understanding of the material is crucial for MSMEs’ readiness to face the global market. According to her, this training is part of Pertamina’s strategy in preparing fostered MSMEs for Trade Expo Indonesia. She added that the event is a major momentum for MSMEs to introduce their products to international buyers, so the training is designed so that participants are not only prepared in terms of products, but also mature in promotional strategies and business negotiations.
Judging by the various initiatives undertaken by the government, state-owned enterprises (SOEs), and private companies, it’s clear that increasing the capacity of MSMEs is a key focus for strengthening the national economy. Training programs focused on digital innovation, social selling, and export promotion demonstrate that MSMEs are no longer solely focused on the domestic market but also have significant opportunities to penetrate global markets.
Therefore, MSMEs need to continue to be open, utilize technology, collaborate with various parties, and prepare themselves for an increasingly competitive market. If all elements work together, Indonesian MSMEs will not only become local players but also stand on equal footing with international businesses. It’s time to make this training more than just a routine agenda, but also a concrete stepping stone towards MSME success in conquering the global market.
)* The author is an Economics and Development Researcher
