The Role of E-Commerce in Improving Market Access for UMKM in Indonesia
Keywords:
e-commerce, UMKM, market access, sales growth, digital marketing, logisticsAbstract
This study aims to analyze the role of e-commerce in improving market access for Micro, Small, and Medium Enterprises (UMKM) in Indonesia. The results show that e-commerce has a positive impact on expanding market reach, increasing brand visibility, and driving revenue growth. Approximately 80% of UMKM that adopted e-commerce platforms experienced an increase in sales, while 70% were able to reach consumers beyond their local areas. Despite the benefits, the study also identifies challenges such as limited digital literacy and logistics issues. Therefore, the study recommends the need for training and support for UMKM to optimize e-commerce’s potential in expanding their markets.
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