<![CDATA[This study investigates the extent to which market digitalization, particularly through the adoption of e-commerce platforms, has redefined the operational and competitive landscape of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Rapid advancement in digital technology has prompted a fundamental shift from conventional trade and marketing approaches toward faster, more responsive, and geographically boundless digital systems. The proliferation of e-commerce platforms equips MSMEs with tools to broaden customer reach, accelerate sales, bolster market position, and break through regional barriers. A library research design was employed with a descriptive qualitative methodology. As articulated by Zed (2021), library research entails gathering and critically analyzing written materials including books, scholarly journals, research articles, and academic texts relevant to the subject of inquiry. The study reveals two primary findings: (1) e-commerce adoption positively affects MSME market coverage, promotional efficiency, transaction volume, and overall competitiveness; and (2) market digitalization catalyzes a paradigm shift in MSME business conduct toward more adaptable, creative, and consumer-centric operations. Nonetheless, the path toward full digital integration remains obstructed by several constraints, among them limited digital literacy, uneven technological infrastructure, cybersecurity vulnerabilities, and fierce competition within the digital marketplace. Consequently, coordinated support from the government, business sector, and educational institutions in the form of digital skills training, infrastructure investment, and entrepreneurship mentoring is essential to ensure that MSME digital transformation is both effective and long-lasting. The contribution of this study extends beyond documenting e-commerce impacts on sales performance; it also explores behavioral shifts in business practices, patterns of technology adaptation, the multifaceted challenges of digital transition, and the collaborative roles of diverse stakeholders in cultivating a robust digital economic ecosystem for MSMEs in Indonesia]]>
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