<![CDATA[The rapid development of digital technology has transformed consumer behavior and business 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’s sustainable innovation strategy using innovation theory and the Pentahelix approach. The study employs a qualitative descriptive method through literature review using secondary data from journals, articles, and relevant reports. The results show that Tokopedia has implemented disruptive innovation by empowering MSMEs through digital marketplaces, open innovation through partnerships with fintech, logistics, and technology companies, and creative destruction by shifting traditional trade systems into digital commerce. Through the Pentahelix model, Tokopedia collaborates with government, academia, business sectors, communities, and media to strengthen the digital ecosystem. However, several challenges remain, including data security risks, unequal competition among sellers, environmental impacts from logistics activities, and consumerism driven by aggressive promotions. Therefore, strengthening cybersecurity, green logistics, MSME empowerment, and transparency are strategic priorities to ensure sustainable growth. The study concludes that Tokopedia has strong potential to become a competitive and sustainable digital platform in Indonesia.]]>
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