Identifying Factors that Hinder E-Commerce Digitalization in SMEs and Consumer Behavior Patterns to Boost Digital Economic Inclusion

Ardianta Minggu, Oktober 11, 2026
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FORMOSA NEWS

Six Major Barriers to E-Commerce Digitalization and Consumer Behavior in SMEs

FORMOSA NEWS — E-commerce digitalization plays a vital role in strengthening digital economic inclusion among micro and small enterprises (MSEs), particularly within the creative fashion sector. This mixed-methods study was conducted by Agrie Wahyudi Kharisman, Fahmi Damarjati Ruseka, and Ahmad Zulfahmi Ubaidillah from Universitas Sangga Buana YPKP, Indonesia, and published in October 2026. The research findings highlight the critical need for an integrated ecosystem approach combining digital literacy, financing access, and consumer trust to help small businesses thrive in the digital economy.

The Context of Digital Transformation and Small Business Challenges

Digital economic transformation has grown rapidly in Indonesia, with e-commerce serving as a major driver of national trade and economic activity. Although millions of micro-enterprises have adopted digital platforms, operational readiness remains uneven across the sector. Business owners frequently encounter internal and external hurdles, ranging from technical feature utilization to intense market competition. Meanwhile, evolving consumer shopping behaviors demand that small enterprises navigate strict pricing pressures, promotional strategies, and shifting platform algorithms.

Research Methodology and Sequential Explanatory Design

The study employed a sequential explanatory mixed-methods design combining qualitative and quantitative approaches across the Greater Bandung area (Bandung Raya), which includes Bandung City, Bandung Regency, Cimahi City, and West Bandung Regency.

The qualitative phase involved in-depth, semi-structured interviews with 20 creative fashion MSE actors selected via purposive sampling. The quantitative phase surveyed 250 active e-commerce consumers selected through accidental sampling, requiring respondents to be at least 18 years old and to have transacted online within the previous six months. Data were analyzed using thematic reduction for interviews and descriptive statistics interpreted through the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB).

Key Findings of the Study

The research identified six primary barriers facing business owners alongside the key drivers governing digital consumer behavior:

  • Six Major Digitalization Barriers: Small enterprises struggle with low digital literacy (suboptimal use of paid ads, sales analytics, dashboards, and live shopping), limited capital for advertising and inventory, intense price competition that squeezes profit margins, shifting marketplace algorithms, low consumer trust in new stores, and unpredictable regulatory or platform policy changes.
  • Primary Drivers of Consumer Purchasing: Consumer buying decisions are heavily driven by price (89%), free shipping (85%), product ratings (82%), buyer reviews (80%), flash sales (73%), live shopping (61%), and influencer recommendations (48%).
  • Low Brand Loyalty: Approximately 69% of surveyed consumers easily switch to other online stores when finding lower prices, whereas only 21% report brand loyalty to a single shop.
  • Payment Preferences: Digital wallets (e-wallet) represent the preferred payment method at 45%, followed by bank transfers (28%), Cash on Delivery or COD (18%), and paylater services (9%).

Practical Implications and Real-World Impact

The findings demonstrate that fostering digital economic inclusion requires addressing both supply-side business readiness and demand-side consumer expectations simultaneously. Simply onboarding small enterprises onto e-commerce platforms is insufficient without structured capability-building and institutional support.

Agrie Wahyudi Kharisman and colleagues from Universitas Sangga Buana YPKP emphasized the necessity of a collaborative ecosystem framework:

"Enhancing digital economic inclusion requires an ecosystem approach that integrates digital literacy training, financing access such as digital KUR, consumer trust reinforcement, sales data optimization, and multi-stakeholder collaboration among governments, marketplaces, financial institutions, and universities," noted the researchers from Universitas Sangga Buana YPKP.

Author Profile

  1. Agrie Wahyudi Kharisman, S.E., M.M. – Lecturer and Researcher, Universitas Sangga Buana YPKP, Indonesia (Field of Expertise: Business Management, E-Commerce, and SME Digital Transformation).
  2. Fahmi Damarjati Ruseka – Researcher, Universitas Sangga Buana YPKP, Indonesia (Field of Expertise: Marketing Management and Digital Economy).
  3. Ahmad Zulfahmi Ubaidillah – Researcher, Universitas Sangga Buana YPKP, Indonesia (Field of Expertise: Information Systems and Digital Entrepreneurship).

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