<![CDATA[The development of digital technology has driven significant changes in business marketing strategies, including through the use of marketplaces as a digital marketing medium. Marketplaces not only function as platforms for buying and selling transactions, but also serve as effective promotional tools to increase product visibility, expand market reach, and enhance business competitiveness. This study aims to analyze the optimization of marketplaces as a digital marketing medium and identify the benefits, constraints, and strategies that can be implemented by business actors to maximize the use of marketplaces. The study used a qualitative approach with descriptive methods. Data were obtained through in-depth interviews, observations, and documentation of Micro, Small, and Medium Enterprises (MSMEs) who actively use marketplaces for product marketing and sales activities. The results show that marketplaces provide various benefits for business actors, including increasing promotional effectiveness, expanding market reach, enhancing interaction with consumers, and driving increased sales. Various features available in marketplaces, such as paid advertising, promotional vouchers, flash sales, live shopping, and customer review systems, have been proven to support more effective digital marketing strategies. However, the study also found several obstacles, such as low digital literacy, limited understanding of digital marketing features, and high levels of competition among sellers in the marketplace. Therefore, businesses need to improve their digital capabilities, optimize the use of marketplace features, and utilize customer data as a basis for marketing decision-making.]]>
