<![CDATA[This article aims to analyze the digital era, which offers students extensive opportunities to develop small businesses through the use of information technology, social media, and various digital platforms. Easy access to technology allows students to market products and services more effectively at a relatively low cost. However, these developments also present various challenges that can impact the sustainability of their businesses. This article aims to examine the various challenges students face in developing small businesses in the digital era. The study was conducted using a descriptive approach, reviewing various relevant literature sources and supported by information from students running businesses. The results indicate that students are highly motivated to become entrepreneurs as a means of earning additional income, increasing independence, and developing business skills. However, several obstacles are often encountered, such as limited capital, increasingly fierce business competition, low digital literacy, lack of experience in managing a business, and difficulty dividing time between academic and business activities. While the use of social media and marketplaces has been proven to facilitate product marketing, business success still requires good management skills and effective marketing strategies. Therefore, support from universities through entrepreneurship training, business mentoring, strengthening digital literacy, and business incubation programs is essential to help students develop businesses optimally and sustainably in the digital era.]]>
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