<![CDATA[This study aims to analyze the impact of Shopee’s burning cash strategy on the business sustainability of MSME sellers in Cirebon Regency from an Islamic economic perspective. This strategy is implemented through shipping subsidies, discount vouchers, and cashback offers to attract consumers and increase transactions. This study employs a descriptive qualitative approach with a phenomenological paradigm. Data were collected through in-depth interviews, observations, and documentation involving ten Shopee sellers from various business sectors. The results indicate that the burning cash strategy benefits the majority of informants, particularly by expanding market reach to the national level and into export markets, enhancing store reputation, and driving an increase in sales revenue. Nine out of ten informants experienced an increase in sales revenue, while one informant in the processed food sector did not experience a significant change. This increase did not directly reduce sellers’ profit margins because most of the promotional subsidies were covered by the platform. From an Islamic economic perspective, the burning cash strategy is acceptable as long as it does not involve elements of gharar, al-khida’, and maisir, and is in line with the principles of hifz al-mal and maqashid al-syariah. However, its sustainability must be considered, particularly regarding the equitable distribution of benefits and sellers’ dependence on the platform’s promotional incentives. Keywords: Burning Cash, Marketplace, Islamic economics, Business sustainability, MSMEs.]]>
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