Southwest Sumba, East Nusa Tenggara, August 5, 2025 - In the remote village of Mata Wee Lima in East Nusa Tenggara in Indonesia, a quiet transformation is underway. Local mothers from the Sari Jahe women’s group are beginning to dream bigger, envisioning a future where their hand-grown products reach far beyond their village borders.
The catalyst? A digital marketing training session led by Shopee in collaboration with the United Nations Development Programme (UNDP). The session introduced these women, affectionately known as "mama" in the local culture, to the world of online business and e-commerce — a world they had previously only known as consumers, not sellers.
“For us, the arrival of Shopee’s team felt like a miracle,” said Kristina Koni Bulu, known in the village as Mama Len. “We were so happy and proud that they visited our remote village. We don’t want this to be the end — we want Shopee to keep guiding us.”
Mama Len shared how she and her fellow villagers had only used e-commerce platforms like Shopee for shopping. The idea of running their online store seemed distant and intimidating. “We understand the concept, but we don’t know how to do it. We hope Shopee will continue to support and train us.”
For many women, mobile phones are still primarily used for basic communication — making phone calls, sending texts, and occasionally browsing Facebook or YouTube. Using mobile apps for business remains a major challenge. “Even understanding how to open apps is confusing. Our memory isn't what it used to be,” Mama Len laughed, “but we’re eager to learn.”
From Farms to the Digital Marketplace
The Sari Jahe group has long been the heart of women’s economic activity in Mata Wee Lima. Beyond cultivating ginger, they grow cassava, taro, lemongrass, candlenuts, and coffee. They also craft handmade woven baskets and bags using local materials, keeping the region’s cultural identity alive through craftsmanship — a practice embraced by elders like 73-year-old Mama Maria Magdalena, lovingly called Mama Tote.
But moving into the digital economy isn’t easy.
The group recently launched a shared online store called Sari Jahe Jerayu Manis Sumba, intended to be a starting point for the women to collectively enter the digital space. However, many are still struggling with basic tasks like creating accounts, uploading products, and writing online descriptions.
“Some of us are afraid to make mistakes,” said Mama Len. “Downloading the app was already confusing. But we are willing to learn, and we hope Sari Jahe becomes known across the country.”
Culture Meets Connectivity
Village chief Nikodemus Umbudiala expressed strong support for the initiative. “Farming is the backbone of life here,” he explained. “There’s a strong culture of sharing — if one family is short on food, another shares their harvest. We rarely hear of anyone going hungry.”
Children’s education is another community priority. Many families have managed to send their children to university by selling livestock or surplus crops. “Their values are deeply rooted in mutual help and family,” said Nikodemus. “Even vegetables are often sold at half the price, or simply gifted to neighbors.”
He noted how the installation of solar power and internet access in the past year — thanks to a UNDP program — has extended productive hours in the village. “At night, mothers now weave, make baskets, or sew after farming during the day. Before electricity, this wasn’t possible.”
For Nikodemus, this training program isn’t just about economic opportunity. It’s about unlocking potential while preserving the cultural heritage that sustains the village.
A Broader Challenge for Indonesia’s MSMEs
According to a 2024 joint report by Indonesia’s Ministry of Cooperatives and SMEs and the Central Bureau of Statistics (BPS), micro, small, and medium enterprises (MSMEs) contribute 61.07% to the country’s GDP — equal to IDR 8,573.89 trillion — and employ roughly 117 million people, or 97% of the workforce.
Despite this, digital adoption remains a hurdle. As of 2024, only 39.7% of MSMEs have transitioned into the digital economy. Shopee’s training in Sumba is one of the small yet meaningful efforts to bridge this gap — reaching communities that are often left behind.
As Mama Len said with a smile, “We had heard of Shopee. We saw it in the ads. But we never knew we could sell on it, too.”
