Small Business Survival Strategies in the Online Market Ecosystem: A Qualitative Study Based on Literature Study

Abstract

This research aims to identify survival strategies used by small businesspeople in dealing with challenges and opportunities in the online market ecosystem. Using a qualitative approach based on literature review. Content analysis techniques are used to extract and categorize data from these sources in order to find strategic patterns that appear consistently. The results of the study show that the survival strategy of small businesses includes digital marketing through social media, strong customer orientation, product and process innovation, the use of digital technology, and strategic collaboration with business partners. Digital literacy is a key factor that underlies the successful implementation of these strategies. This research contributes to enriching the digital entrepreneurship literature and offers practical recommendations for MSME actors and policymakers to strengthen the resilience of small businesses in the digital era. These findings also open opportunities for further research with an empirical approach to explore the practices and challenges faced by business actors directly.