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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 world economy and ecology have undoubtedly been impacted by the coronavirus disease (COVID-19) epidemic. Female-owned Micro and Small Enterprises (MSEs), particularly those operating in marginalised rural economies, are major victims of the COVID-19 outbreak, mostly due to their restricted usage of digital technologies. Digitalisation thus opens up new opportunities for rural women owned MSEs and can help them remain competitive. The study aims to explore COVID-19 pandemic digitisation lessons for rural women owned micro-and small-enterprises. Even though the literature on Women Entrepreneurship is well covered, to the best of our knowledge, the intersection between rural women entrepreneurship and digitisation remains largely unexplored, particularly in African economies. A qualitative approach using personal insights to provide COVID-19 pandemic digitisation lessons for women owned MSEs was used to guide the collection and analysis of the data. The data were collected from a purposive sample of seven women entrepreneurs operating MSEs in the Raymond Mhlaba Local Municipality located in South Africa’s Eastern Cape Province and analysed through thematic analysis. The results highlight the critical importance of incorporating digital technology into business operations, stressing the need to prioritize data security, adopting a mobile-first approach, recognising the significance of an online presence, and innovatively developing digital or digitally enhanced offerings. The study's insights provide data-informed insights, as we continue to advocate for inclusive and effective responses to crises such as the COVID-19 pandemic. For rural women owned MSEs in South Africa, it is clear that digital platforms have been helpful, and while digitalization alone is insufficient, this research can inform the recovery strategies and policies needed after the pandemic. Key words: COVID-19, digitization, micro-and small enterprise, rural women entrepreneurs  

The Covid-19 crisis has disrupted businesses of Small, Medium and Micro Enterprises (SMMEs) globally, particularly in rural areas such as KwaZulu-Natal (KZN), South Africa. This study investigated the social media marketing strategies adopted by rural SMMEs to survive and grow during the Covid-19 crisis. Furthermore, it aims to recommend the social media marketing strategies that can be used by SMMEs as a critical tool for their survival and grow during the Covid-19 crisis in rural KZN. The quantitative design was adopted, and data was collected from 374 rural SMMEs in KZN by a closed-ended 5-point Likert scale questionnaire. The collected data was analysed by means of statistical social sciences software 27.0. Data was analyzed using descriptive statistics, factor analysis, and correlation analysis to identify the determinants of social media strategies and its impact on business performance.  Key findings include a significant positive relationship between creating awareness of products and services and increased sales, where r = 0.708, p <0.01 and a significant correlation between customers’ needs and complaints and use of social media to retain customers, where r =0.653, p < 0.001. Recommendations suggested that rural SMMEs must gain technical competencies to use social media marketing strategies to gain competitive advantage to sustain their businesses during the Covid-19 crisis.

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.

Globally, SMEs were severely disrupted by the COVID-19 pandemic, especially in developing nations where systemic vulnerabilities are more noticeable. This study examines the growth and survival tactics used by SMEs in South Africa's eThekwini Metropolitan Area during the pandemic's peak and the subsequent recovery period. The study, which was based on a quantitative design, used a structured questionnaire to survey 304 managers and owners of SMEs. The results show that SMEs used a variety of survival tactics, such as lowering operating costs, integrating digital technology, and making short-term changes to their business models. Product diversification, strategic alliances, and the adoption of e-commerce were among the growth strategies. The Resource-Based View (RBV) and Dynamic Capabilities Theory, which shed light on how SMEs used internal resources and adjusted to external shocks, serve as the foundation for this study. Recovery efforts were, however, hampered by obstacles like a lack of digital infrastructure, difficulty accessing relief funds, and complicated regulations. A post-crisis policy reflection and a SWOT analysis provide strategic insight into enhancing the resilience of SMEs. The study ends with specific managerial and policy suggestions that can be applied to urban SME ecosystems in developing nations.

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.

Globally, SMEs were severely disrupted by the COVID-19 pandemic, especially in developing nations where systemic vulnerabilities are more noticeable. This study examines the growth and survival tactics used by SMEs in South Africa's eThekwini Metropolitan Area during the pandemic's peak and the subsequent recovery period. The study, which was based on a quantitative design, used a structured questionnaire to survey 304 managers and owners of SMEs. The results show that SMEs used a variety of survival tactics, such as lowering operating costs, integrating digital technology, and making short-term changes to their business models. Product diversification, strategic alliances, and the adoption of e-commerce were among the growth strategies. The Resource-Based View (RBV) and Dynamic Capabilities Theory, which shed light on how SMEs used internal resources and adjusted to external shocks, serve as the foundation for this study. Recovery efforts were, however, hampered by obstacles like a lack of digital infrastructure, difficulty accessing relief funds, and complicated regulations. A post-crisis policy reflection and a SWOT analysis provide strategic insight into enhancing the resilience of SMEs. The study ends with specific managerial and policy suggestions that can be applied to urban SME ecosystems in developing nations.

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.

The rise of digital marketing has the potential to reshape consumer engagement and business strategies, particularly in rural retailing, where traditional marketing methods often dominate. This study examines the transformative and communicative impact of digital marketing in rural retailing, with a focus on Flagstaff, South Africa. A quantitative approach was employed, with questionnaires personally administered to retail store operators and management, achieving a response rate of 86.54% from the forty-five responses received out of the fifty-two distributed. Statistical analyses, including chi-square tests and factor analysis, were conducted using SPSS 27.0 to validate the data. The findings indicate that digital marketing plays a crucial role in transforming and sustaining retail businesses by enhancing brand perception, influencing consumer behaviour, and facilitating effective communication. To maximise these benefits, rural retailers should transform their operational strategies to effectively leverage online platforms for improved customer engagement. Additionally, policymakers should support local businesses through resources and training initiatives. Local communities also need to be supported through the development of infrastructure that enhances digital connectivity, ensures a reliable electricity supply, and provides access to devices. Workshops or informational campaigns aimed at improving digital literacy would also be beneficial for enhancing the diffusion of digital innovation in rural areas. This study provides valuable insights into how digital marketing can transform rural retailing, offering important implications for both practitioners and researchers.

This study investigates the impact of digital transformation leadership and customer agility on the performance of small and medium-sized enterprises (SMEs) in the Riau Islands, Indonesia. SMEs are pivotal to economic growth, yet they often face challenges in adapting to rapidly changing market conditions. Employing a sustainable development theory framework, the research explores how effective leadership in digital transformation and an agile approach to customer engagement can drive better performance outcomes. Findings reveal that while customer agility does not significantly correlate with SME performance, strong digital transformation leadership and well-implemented digital strategies initiatives are play crucial roles in enhancing operational effectiveness and performance. Study result highlights the necessity for SMEs to focus on cultivating innovative leadership that embraces digitization and developing strategies that respond swiftly to evolving customer needs. This research underscores the importance of integrating digital practices as a core component of sustainability efforts within SMEs. Ultimately, embracing effective digital transformation leadership is essential for SMEs seeking to thrive in increasingly competitive environments. The study recommends that future research should examine additional factors that may influence the performance of SMEs, providing a broader understanding of the dynamics at work in this critical sector.