DIGITAL ECONOMY: MARKETPLACE, E-COMMERCE, AND BUSINESS INNOVATION
Keywords:
digital economy, e-commerce, marketplace, business innovation, digital transformationAbstract
This study analyzes the profound transformation of the global economy driven by marketplaces, e-commerce, and continuous business innovations that fundamentally reshape trade patterns and market structures. The proliferation of digital platforms establishes a new, efficient ecosystem defined by transparency and expansive market access, particularly in Indonesia, which is a key growth region. E-commerce empowers Small and Medium Enterprises (SMEs) to easily transcend geographical limitations, while sustained innovation acts as the primary engine for competitiveness and economic disruption. Employing a descriptive qualitative methodology, the research leverages comprehensive literature review and national economic reports to examine the evolution of digital business models, their macroeconomic implications, and the structural challenges inherent in digitalization. The central findings highlight that technological advancement, widespread digital literacy, strong regulatory support, and consumer trust are critical factors for ensuring the sustained and inclusive growth of the national digital economy.
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