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The business transition process from conventional to digital forms causes companies to think about strategic steps to make the new business processes that are in it become sustainable. One way is to take advantage of technological developments in the era of industry 4.0 that change the way work is done from the conventional way towards digital technology by utilizing e-commerce. This research uses descriptive research method with a qualitative analysis approach. Data collection techniques in this study used primary data and secondary data approaches. Data obtained from research are empirical data. The methodology used in this study is a conceptual review, which is a method carried out by collecting data and information related to market potential, changes in consumer behavior and how to use e-commerce technology as an alternative solution in innovating marketing strategies with the aim to capture potential market potential. greater than. The results of the research resulted nine e-commerce strategies in the industry 4.0 era to achieve the goals of a business with challenges and high competitiveness in the e-commerce market, business people in industry 4.0 era can use 9 strategies to successful in this technological era, including; framing the market opportunity; formulating the marketing strategy; designing the customer experience; crafting the customer interface; designing the marketing program; leveraging customer information through technology; character and competent delegation; systemized market customers; and evaluating the marketing program.

The COVID-19 pandemic that disrupted national economic activities had an impact on the MSME sector. This study examines the mediating role of company performance in supporting competitive advantage during the pandemic, which is a difficult time for MSMEs. This research collaborates entrepreneurial orientation and market orientation so that it can be predicted the factors that support MSMEs in creating competitive advantage. The sample of this research is the owners or business actors of MSMEs in the Cilacap district as many as 100 respondents and PLS-SEM is used to analyze the data. The results show that business performance acts as a full mediation for entrepreneurial orientation and competitive advantage. Market orientation has a direct effect on competitive advantage, but business performance does not mediate market orientation and competitive advantage. The results of the study also show that there are market orientation findings that act as a full mediation of the relationship between entrepreneurial orientation and competitive advantage. From these results, it can be concluded that entrepreneurial orientation requires business performance and market orientation to influence competitive advantage.

The ever-evolving digital marketing landscape has continuously adapted to technological advancement, consumer behaviour and ecosystem trends. The 21st century marketplace needs traditional marketing practices, and digital platforms to ensure the actualisation of their growth and development in the ecosystem. The study examined how different digital marketing platforms can influence SMEs' operations and performance (Online marketing, and ICT initiatives). The study employed a quantitative design with primary data collection via a questionnaire designed based on 5-Likert’s Scale to answer the research questions; if there is a significant relationship between Online Marketing and SMEs' Business Competitiveness, and if ICT initiative has a positive relationship with SMEs' Business Growth. Two (2) hypotheses were formulated and tested using a statistical package for social sciences (SPSS). To ascertain the hypotheses formulated, both descriptive and regression analyses were carried out, and the output clearly showed a significant influence of digital marketing on the performance of SMEs. The result shows a positive impact of online marketing on SME business competitiveness. However, this study concluded that in the technology-driven environment, 21st-century SMEs will always see the usefulness and relevance of digital marketing because of its role in improving their performance. This study recommends that SMEs incorporate intensive digital platforms and engage in time-to-time updates of their online marketing channels.

Digital transformation has created an information revolution, eliminated boundaries, created a knowledge-based global market, and in MSMEs finding new business models, conducting business transactions and collaborating in all fields to form economic strength. Activities that are completely digital, even transaction activities are carried out digitally because they are faster, more effective and efficient. Therefore, MSMEs can apply a business model strategy that can combine online and offline activities. To increase their capability, MSMEs start with developing strategies to become hybrid businesses and combined online and offline business models. In this case, the authors conducted research on MSMEs that use strategies to combine online and offline business, this study offers guidance for MSMEs on what strategies should be used in achieving a business hybrid so that online and offline business models can be combined. In the formation of a business hybrid, there are five capabilities, namely, assimilative capability, ambidextrous capability, environmental capability, autonomous capability and digital and non-digital competitiveness capability. The ability of assimilative can improve managerial ability in the company, absorb knowledge or resources not only from the external environment, but can come from different business units within a company.

Various studies have been carried out to establish the key drivers impacting small enterprise sustainable performance in developing countries. Despite many policy-oriented studies to uncover the factors influencing SME resilience in emerging markets, these firms continue to register high failure rate, which has been further exacerbated by the Covid-19 pandemic. Guided by a history of linear- and log-linear econometric model estimation that ignores potential network effects, our study extends the literature by implicating SMME resilience as a production network. Utilising data from both incubated and non-incubated SMMEs, marking a departure from traditional linear econometric models, radial basis function artificial neural network algorithm was invoked to establish the drivers of SMME resilience during Covid-19 regime. The study extends the literature by implicating eXplainable Artificial Intelligence (XAI) methods. Specifically, optimal SHapley Additive Explanations values (SHAP values) were computed to enhance the prediction output from the machine learning algorithm. The XAI analytics provide insightful findings on the key drivers which influenced the resilience of SMMEs during the Covid-19 pandemic. The importance of innovation through introduction of new products, company age and higher number of marketing mediums is confirmed however total assets, analytics, educational level and number of workers surfaced as a threat to these enterprises’ sustainable performance. The study recommends that both the government and SMEs should leverage XAI to identify their heterogeneous attributes and inform intelligent decision-making which necessities their resilient performance.

Small and Medium Enterprises (SMEs) significantly contribute to South Africa's economic growth and job creation; nevertheless, their sustainability is hindered by ongoing structural issues. The article analyses how digital platforms—such as fintech, digital payments, and e-commerce—can facilitate the growth and economic resilience of SMEs. The research employs a rigorous desk review process to synthesise information from academic literature, policy reports, and case studies published from 2015 to 2025. The analysis utilises thematic synthesis, uncovering four principal themes: (1) Barriers to SME Growth, (2) Digital Platforms as Solutions, (3) Obstacles to Digital Adoption, and (4) Theoretical Perspectives on Digital Adoption. Critical findings indicate that although digital platforms have substantial prospects, their adoption is constrained by infrastructural deficiencies, digital illiteracy, regulatory challenges, and perceived risks. Utilising the Technology Acceptance Model and Diffusion of Innovation Theory, the research illustrates that perceived utility and ease of use depend on structural and ecological preparedness. The document advocates for a comprehensive, contextually tailored support system that amalgamates infrastructure enhancement, digital skills education, regulatory reform, and the cultivation of institutional trust. The paper's contribution is the reclassification of contextual restrictions as primary factors influencing digital adoption in SMEs within emerging markets.

Digital expansion is conceived as a firm-level consequence after adoption, capturing both the breadth and depth of digital tools usage in operational and customer-facing business operations. The study investigates five readiness dimensions based on survey data of 388 small firms: capital adequacy, technological infrastructure, digital literacy, preference adaptation, and marketing investment. The results suggest that capital adequacy and digital literacy are positively and significantly related to digital expansion whereas technological infrastructure, preference adaptation and marketing investment are not statistically significant in the estimated model. Coefficient-comparison tests also imply that the important internal readiness variables are more strongly related to digital expansion than the market-oriented readiness variables.  This study contributes to the literature on digital transformation in small firms by showing that, in a resource-constrained emerging-economy environment, internal financial and capability-related conditions are more strongly associated with digital expansion than market-facing readiness. The results have substantial implications for Bangladesh suggesting that digital financial support should be coupled with digital literacy development and targeted capability-building for small companies.

This research investigates the connection between governmental assistance and business outcomes, incorporating the intermediary functions of business networking and digital marketing. Data were gathered through a questionnaire, which was distributed to 152 participants who represent MSMEs in the culinary industry in Surabaya City. The examination of this data was performed utilizing the SEM-PLS method, facilitated by SmartPLS 3.0 software. Findings from the study reveal that governmental support significantly enhances both business networking and digital marketing. Additionally, business networking and digital marketing significantly improve business performance. The research additionally illustrates that both business networking and digital marketing play a significant role in mediating the connection between government support and the success of culinary MSMEs in Surabaya City.

The COVID-19 pandemic significantly impacted Small, Medium, and Micro Enterprises (SMMEs) in South Africa, revealing their inadequate financial reserves and insufficient strategic assistance. In response, the government implemented financial and non-financial measures to promote innovation and enhance corporate resilience. This study assessed the efficacy of these approaches in aiding SMMEs during and post-pandemic, emphasising innovation uptake and sustainability results. A positivist paradigm and quantitative design were utilised, surveying 201 small, medium, and micro enterprise (SMME) owners and managers in eThekwini Municipality via structured questionnaires. Data analysis utilising SPSS (version 28.0) identified significant deficiencies in governmental assistance frameworks, especially with accessibility and communication. Participants indicated inadequate communication regarding funding initiatives, challenges in accessing newly implemented programs, and minimal influence on business recovery and innovation. The findings reveal a continual disparity between policy objectives and actual support, emphasising the necessity for enhanced communication tactics and more accessible tools to bolster SMME resilience during crises

This study investigates the critical factors influencing social media adoption by rural Small, Medium, and Micro Enterprises (SMMEs) in KwaZulu-Natal (KZN), South Africa, with a focus on supporting business survival and growth during the Covid-19 crisis. The Covid-19 crisis intensified existing challenges such as limited digital connectivity, financial constraints, and poor market access, highlighting the need for adaptive, cost-effective solutions. Social media became a vital tool for these businesses, enabling expanded market reach, improved customer engagement, and continued product promotion during uncertain times. A quantitative research approach was employed, gathering data from 374 rural SMMEs using a structured 5-point Likert scale questionnaire. Analysis revealed a strong positive correlation (r = 0.779, p < 0.001) between broadband internet access, financial resources, and social media use, all critical factors for maintaining digital engagement and ensuring business continuity. The study advocates for increased public and private investment in rural broadband infrastructure to address the digital divide and emphasises capacity building programmes to enhance digital literacy and social media marketing skills among rural entrepreneurs. The findings offer actionable insights for policy and practice, supporting the long-term sustainability of rural SMMEs and promoting inclusive digital development in rural KZN. A Social Media Adoption Model is proposed to enhance the survival and growth of rural SMMEs during the Covid-19 crisis in KZN.