STRATEGI MANAJEMEN E-COMMERCE UNTUK MENINGKATKAN DAYA SAING UMKM DIGITAL

Abstract

This article aims to examine e-commerce management strategies to enhance the competitiveness of digital SMEs by analyzing key success factors, opportunities, and challenges in the digital business landscape. The study employs a qualitative literature review, drawing from selected academic databases and relevant studies analyzed thematically to identify major insights. The findings indicate that the success of e-commerce is influenced not only by technological readiness but also by managerial strategies, digital literacy, human resource capacity, organizational culture, and supportive ecosystems that enable sustainable business practices. Platforms providing secure transactions, efficient logistics, personalized marketing, seamless user interfaces, and integrated payment systems are shown to significantly enhance customer satisfaction, loyalty, and purchasing behavior. Despite these advantages, digital SMEs still face substantial challenges, including financial constraints, uneven infrastructure, low digital literacy, and limited access to external support. The study highlights that effective e-commerce management requires a holistic approach that combines internal capabilities, strategic planning, and external resources such as government policies, industry networks, and technology providers. By leveraging these factors, SMEs can expand their market reach, optimize operational efficiency, and strengthen long-term competitive advantage. The research concludes that sustainable success in digital entrepreneurship depends on the dynamic interaction between technology, management practices, and external support systems. These insights offer practical guidance for entrepreneurs, policymakers, and other stakeholders in developing adaptive, innovative, and sustainable e-commerce strategies tailored to the specific needs of digital SMEs