Social Commerce and MSME Development in the Digital Economy

Budi Sunarso; Fahrina Mustafa; Lili Fadli Muhamad

doi:10.61100/tacit.v4i2.377

Authors

Budi Sunarso Universitas Islam Negeri (UIN) Salatgiga
Fahrina Mustafa Universitas Hasanuddin
Lili Fadli Muhamad Universitas Muhammadiyah Bekasi Karawang (UMBK)

DOI:

https://doi.org/10.61100/tacit.v4i2.377

Keywords:

Social Commerce, Digital Marketing, MSMEs, Digital Capability, Business Development

Abstract

This study analyzes the development of social commerce as an emerging trend in digital marketing and examines its opportunities and challenges for MSME development in the digital economy. A Systematic Literature Review (SLR) was conducted on 30 articles published between 2020 and 2026, selected using PRISMA 2020 and analyzed through the Theory–Context–Characteristics–Methodology (TCCM) framework and thematic synthesis. The findings show that social commerce has evolved from a promotional and transactional channel into a marketing capability that integrates technology, social interaction, content, trust, and customer relationships. For MSMEs, social commerce creates opportunities to expand market reach, strengthen customer engagement, enhance brand development, and improve competitiveness. However, these benefits are constrained by digital capabilities, organizational readiness, security, privacy, platform dynamics, and competition. The study emphasizes that technology adoption alone is insufficient; MSMEs need to develop social commerce capabilities to transform digital interactions into marketing value, business performance, and sustainable business development.

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