<![CDATA[Business competition in the digital era is becoming increasingly intense, especially in the e-commerce sector. To maintain customer loyalty and increase sales, an effective strategy is required. This study examines the implementation of the Customer Relationship Management (CRM) method on the Cello Fresh Market e-commerce platform to improve sales performance. CRM is applied as a systematic approach to managing customer relationships with the aim of increasing customer satisfaction and loyalty. Using a descriptive case study method, data were collected through interviews, observations, and document analysis. The research results indicate that CRM implementation enhances customer interaction effectiveness, simplifies customer data management, and provides more personalized services. Additionally, features such as special promotions and loyalty programs significantly contribute to sales growth. This study concludes that CRM is an essential strategy for increasing sales and building customer loyalty in e-commerce. Recommendations are provided for Cello Fresh Market to continue innovating in CRM features to support sustainable business growth.Keywords: Customer Relationship Management; e-commerce; sales improvement; customer loyalty; business strategy. AbstrakPersaingan bisnis di era digital semakin ketat, terutama di sektor e-commerce. Untuk mempertahankan loyalitas pelanggan dan meningkatkan penjualan, diperlukan strategi yang efektif. Penelitian ini mengkaji penerapan metode Customer Relationship Management (CRM) pada platform e-commerce Cello Fresh Market guna meningkatkan kinerja penjualan. CRM diterapkan sebagai pendekatan sistematis untuk mengelola hubungan pelanggan dengan tujuan meningkatkan kepuasan dan loyalitas pelanggan. Dengan menggunakan metode studi kasus deskriptif, data dikumpulkan melalui wawancara, observasi, dan analisis dokumen. Hasil penelitian menunjukkan bahwa penerapan CRM meningkatkan efektivitas interaksi dengan pelanggan, menyederhanakan pengelolaan data pelanggan, dan menyediakan layanan yang lebih personal. Selain itu, fitur seperti promosi khusus dan program loyalitas secara signifikan berkontribusi pada pertumbuhan penjualan. Penelitian ini menyimpulkan bahwa CRM merupakan strategi penting untuk meningkatkan penjualan dan membangun loyalitas pelanggan dalam e-commerce. Rekomendasi diberikan kepada Cello Fresh Market untuk terus berinovasi dalam fitur CRM guna mendukung pertumbuhan bisnis yang berkelanjutan. ]]>
