The Use of E-Commerce Information Media in the Context of Digital Transformation for MSME Actors: Opportunities and Challenges

Abstract

Digital transformation is essential for Micro, Small, and Medium Enterprises (MSMEs) to remain competitive in the digital economy era. One major aspect of this transformation is the use of e-commerce as an informational and transactional medium. However, many MSMEs have yet to utilize this opportunity effectively. This study aims to analyze how MSMEs use e-commerce in their digital transformation process and to identify the opportunities and challenges they encounter. A descriptive qualitative method with a phenomenological approach was employed through in-depth interviews with MSME owners across different sectors. The findings reveal that most MSMEs have not optimized e-commerce usage due to low consumer trust in new accounts without sales history, limited digital literacy, and dependence on conventional business methods. Furthermore, e-commerce algorithms favoring experienced sellers hinder visibility for newcomers. The study concludes that MSME digital transformation depends not only on technology adoption but also on strengthening digital literacy and building consumer trust in emerging online sellers