Optimization of Digital-Based MSME E-Commerce: Challenges and Opportunities in the New Normal Era of the COVID-19 Pandemic

Abstract

The impact caused by the COVID-19 Pandemic on Micro and Small and Medium Enterprises (MSMEs) was so severe and fatal that not a few went out of business. The heavy burden is borne by MSME actors due to social restrictions imposed by the government, the declining purchasing power of the people, a product that continues to decline until capital runs out. Plus inadequate knowledge in carrying out marketing strategies and product innovations are the main trigger for the lack of enthusiasm for MSME actors as well as bankruptcy. MSME digitalization-based e-commerce is an opportunity and the right solution in dealing with the obstacles caused by the impact of COVID-19, as well as a challenge for MSME actors to design old ways in new ways through digital business.

Keywords: e-commerce, MSME products, digital business, literacy, innovation, COVID-19