<![CDATA[The rapid development of digital technology has transformed consumer behavior andbusiness competition in Indonesia. Tokopedia, as one of the largest e-commerce platforms,plays an important role in supporting national digital economic growth through innovation,collaboration, and inclusive business models. This study aims to analyze Tokopedia’ssustainable innovation strategy using innovation theory and the Pentahelix approach. Thestudy employs a qualitative descriptive method through literature review using secondarydata from journals, articles, and relevant reports. The results show that Tokopedia hasimplemented disruptive innovation by empowering MSMEs through digital marketplaces,open innovation through partnerships with fintech, logistics, and technology companies, andcreative destruction by shifting traditional trade systems into digital commerce. Throughthe Pentahelix model, Tokopedia collaborates with government, academia, businesssectors, communities, and media to strengthen the digital ecosystem. However, severalchallenges remain, including data security risks, unequal competition among sellers,environmental impacts from logistics activities, and consumerism driven by aggressivepromotions. Therefore, strengthening cybersecurity, green logistics, MSME empowerment,and transparency are strategic priorities to ensure sustainable growth. The study concludesthat Tokopedia has strong potential to become a competitive and sustainable digitalplatform in Indonesia.]]>
