inp.polri.go.id - Jakarta. Adhitya Wardhono, an economic observer from Jember University, believes that digitalization is one of the keys to transforming traditional markets so they can survive and compete amidst the rapid expansion of modern retail and e-commerce platforms.

Adhitya believes that digitalization is not aimed at changing the character of traditional markets, but rather at strengthening their competitiveness amidst changing consumer behavior that increasingly prioritizes ease and speed of transactions.

"Main support can be provided through digital training and improving business record-keeping, as many still rely on manual methods. Traders also need assistance in using cashless payments and marketing their products through online channels such as QRIS," Adhitya said on Friday (7/17/2026).

He said traditional markets play a significant role in supporting small traders and absorbing local products. In this regard, the government needs to encourage market digitalization through online product promotion training and increasing traders' capacity to utilize technology.

These efforts are considered to maintain market existence in line with current developments, expand consumer reach, and improve business efficiency.

In addition to digital transformation, the government also needs to maintain competitive business costs for traders through efficiency in rental costs, levies, and distribution. In this way, traditional markets can maintain their competitive advantage in offering affordable prices while providing services that increasingly meet consumer needs.

On the other hand, Adhitya stated that revitalizing traditional markets will have a significant economic impact by raising transaction activity and strengthening the circulation of money in the region. He believes that better-organized markets will attract more consumers and boost vendors' turnover.

He also emphasized that market revitalization is not just about physical improvements; it also requires strengthening people's purchasing power through increased income and controlling food prices.

"Therefore, market revitalization shouldn't just be about making the market look better. Furthermore, the government needs to ensure that transactions increase and the economic benefits are felt by both vendors and the community," he said.

(ad/inp/pr/rs)