Analysis of E-Commerce Usage in Increasing Micro, Small and Medium Enterprises in Makassar City (Case Study of Omorfoo Shop)

Mustari Mustari; Nurjannah Nurjannah

doi:10.63922/ijebir.v4i03.1925

Mustari Mustari Universitas Negeri Makassar, Indonesia
Nurjannah Nurjannah Universitas Negeri Makassar, Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i03.1925

Keywords: E-commerce, MSMEs, Business Growth

Abstract

This study discusses the impact of e-commerce on the growth of micro, small, and medium enterprises (MSMEs), specifically in the cosmetics sector in Makassar, focusing on Omorfoo Shop. In the current digital era of Fintech 4.0, MSMEs have significant opportunities to grow through e-commerce, allowing them to expand their market reach globally, overcome geographical limitations, and increase sales. E-commerce also facilitates product diversification, strengthens branding, and enhances customer trust. This descriptive qualitative research uses primary and secondary data collected through observations and interviews with business owners. The results show that e-commerce has significantly contributed to increased revenue and competitiveness for MSMEs, while opening opportunities for expansion and strengthening the local economy.

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