Integration of E-Commerce and Business Innovation in Increasing Market Access for Global MSMEs

Abstract

Digital transformation through the integration of e-commerce and business innovation has become a crucial strategy in expanding global market access for Micro, Small, and Medium Enterprises (MSMEs). This study uses a literature study method on 12 scientific articles published between 2020 and 2024 to examine the synergistic role between e-commerce and business innovation in increasing the competitiveness and export capabilities of MSMEs. The results of the study show that e-commerce opens up a broad, efficient, and cross-border distribution channel, while business innovation allows MSMEs to adapt their operational models, products, and services adaptively to the needs of the global market. The integration of the two results in a new business model that is more flexible, efficient, and market-oriented. The success of this integration is greatly influenced by the digital readiness of MSME actors, public policy support, and adequate technological infrastructure. Therefore, collaboration between the government, the private sector, and educational institutions is the key to creating a digital ecosystem that supports MSMEs in transforming and competing in the international market.