E-Commerce sebagai Strategi Bisnis Digital: Analisis Kelebihan dan Tantangan Operasional

Abstract

The development of digital technology has brought significant changes to business systems, particularly through the use of e-commerce as a modern transaction platform. This study aims to analyze in depth the advantages and disadvantages of e-commerce within the context of today’s digital business environment. This research employs a literature study method by reviewing relevant national and international journals published in the last five years. The findings indicate that e-commerce offers several advantages, including wider market reach, lower operational costs, transaction convenience, time flexibility, and strong analytical capabilities that enhance marketing strategies. However, e-commerce also faces several challenges, such as data security risks, dependence on digital infrastructure, logistical issues, increasingly intense competition, and varying levels of consumer trust. Based on these findings, it can be concluded that e-commerce provides substantial opportunities for businesses, yet it requires effective risk management and adaptive strategies to optimize its strengths while minimizing its weaknesses.