Optimizing the Collaboration Between MSMEs and Digital Marketplaces: Innovative Strategies to Enhance Market Expansion and Business Sustainability in the Digital Economy Era
DOI:
https://doi.org/10.61100/adman.v3i1.261Keywords:
MSMEs, Digital Marketplace, Strategic Collaboration, Market Expansion, Business Sustainability, Digital EconomyAbstract
The rapid growth of digital transformation has urged Micro, Small, and Medium Enterprises (MSMEs) to adapt by leveraging digital marketplace platforms as a primary strategy for expanding their market reach and maintaining business sustainability. This study is a literature review employing a qualitative approach and descriptive analysis to explore how strategic collaboration between MSMEs and digital marketplaces can be optimized within the context of Indonesia's digital economy. Data were collected from 35 scholarly articles and credible sources published between 2014 and 2025, with a strict selection process narrowing them down to 17 relevant articles for analysis. The results indicate that synergistic and innovative collaborations with digital platforms such as Tokopedia, Shopee, and GrabFood significantly contribute to market expansion, operational efficiency, and the strengthening of MSME brand identities. Case studies including Brodo, Kopi Kenangan, and Maicih illustrate successful collaborative practices through digital features, data-driven promotion, and continuous training. These findings highlight the importance of digital literacy, strategic planning, and cross-sectoral support in building an inclusive and sustainable digital ecosystem for MSMEs in Indonesia.
References
A. M. A. Ausat and S. Suherlan, “Obstacles and Solutions of MSMEs in Electronic Commerce during Covid-19 Pandemic: Evidence from Indonesia,” BASKARA: Journal of Business and Entrepreneurship, vol. 4, no. 1, pp. 11–19, Oct. 2021, doi: 10.54268/BASKARA.4.1.11-19.
A. M. A. Ausat, E. Siti Astuti, and Wilopo, “Analisis Faktor Yang Berpengaruh Pada Adopsi E-commerce Dan Dampaknya Bagi Kinerja UKM Di Kabupaten Subang,” Jurnal Teknologi Informasi dan Ilmu Komputer (JTIIK), vol. 9, no. 2, pp. 333–346, 2022, doi: 10.25126/jtiik.202295422.
Y. K. Dwivedi et al., “Setting the future of digital and social media marketing research: Perspectives and research propositions,” Int J Inf Manage, vol. 59, p. 102168, Aug. 2021, doi: 10.1016/j.ijinfomgt.2020.102168.
A. M. A. Ausat and T. Peirisal, “Determinants of E-commerce Adoption on Business Performance : A Study of MSMEs in Malang City , Indonesia,” Journal On Optimizations Of Systems At Industries, vol. 20, no. 2, pp. 104–114, 2021, doi: 10.25077/josi.v20.n2.p104-114.2021.
L. Anatan and Nur, “Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia,” Economies, vol. 11, no. 6, p. 156, May 2023, doi: 10.3390/economies11060156.
P. B. Saptono et al., “Flourishing MSMEs: The Role of Innovation, Creative Compliance, and Tax Incentives,” Journal of Risk and Financial Management, vol. 17, no. 12, p. 532, Nov. 2024, doi: 10.3390/jrfm17120532.
A. Arjang, S. Sutrisno, R. M. Permana, R. Kusumastuti, and A. M. A. Ausat, “Strategies for Improving the Competitiveness of MSMEs through the Utilisation of Information and Communication Technology,” Al-Buhuts, vol. 19, no. 1, pp. 462–478, 2023.
S. Rijal, A. M. A. Ausat, R. Kurniawati, and S. Suherlan, “Opportunities and Challenges for MSMEs in Indonesia in the Face of Ramadan,” Community Development Journal: Jurnal Pengabdian Masyarakat, vol. 4, no. 2, pp. 2035–2039, 2023, doi: 10.31004/cdj.v4i2.13936.
Hewa Majeed Zangana, Natheer Yaseen Ali, and Ayaz khalid Mohammed, “Navigating The Digital Marketplace: A Comprehensive Review of E-Commerce Trends, Challenges, and Innovations,” TIJAB (The International Journal of Applied Business), vol. 8, no. 1, pp. 88–103, 2024.
X. Castañer and N. Oliveira, “Collaboration, Coordination, and Cooperation Among Organizations: Establishing the Distinctive Meanings of These Terms Through a Systematic Literature Review,” J Manage, vol. 46, no. 6, pp. 965–1001, Jul. 2020, doi: 10.1177/0149206320901565.
Muhlisah Lubis and Balakrishnan Muniapan, “International Market Development Strategies for Enhancing Global Expansion in the Export Industry,” Involvement International Journal of Business, vol. 1, no. 1, pp. 14–28, Jan. 2024, doi: 10.62569/iijb.v1i1.3.
P. Bansal and M. R. DesJardine, “Business sustainability: It is about time,” Strateg Organ, vol. 12, no. 1, pp. 70–78, Feb. 2014, doi: 10.1177/1476127013520265.
K. Rong, “Research agenda for the digital economy,” Journal of Digital Economy, vol. 1, no. 1, pp. 20–31, Jun. 2022, doi: 10.1016/j.jdec.2022.08.004.
Muh. Rachmat Ramadhani and Sri Dewi Setiawati, “Analisis Strategi Eco- Branding Brodo Indonesia Melalui Proyek Lestari (Studi Kasus Pada Brodo Indonesia),” e-Proceeding of Management, vol. 9, no. 4, pp. 2575–2583, 2022.
D. S. N. Sofyan and A. Hartono, “The Effect Of Kopi Kenangan Online Menus On Consumers’ Purchase Intention During The Covid-19 Pandemic,” Eduvest - Journal of Universal Studies, vol. 2, no. 10, pp. 1998–2005, Oct. 2022, doi: 10.36418/eduvest.v2i10.616.
Asep Suryana, Priyo Subekti, Yuliani Dewi Risanti, and Andriyanto, Eksistensi Promosi di Era Digital, 1st ed. Bandung: Bitread Publishing: PT. Lontar Digital Asia, 2019.
Emi Suwarni, “Peran Teknologi Digital dalam Pengembangan UMKM,” feb.teknokrat.ac.id.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Contemporary Administration and Management (ADMAN)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
