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Submitted
Aug 19, 2025
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Jan 6, 2026
Published
Feb 14, 2026
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Abstract

The growth of e-commerce has opened significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their market reach. However, the dominance of marketplace platforms such as Shopee presents new challenges for the sustainability of MSMEs. Marketplaces that initially offered incentives to sellers are now implementing policies that favor the platform, such as increased service fees, sales commissions, and the entrance of official shops and celebrities, which intensify competition. This study aims to analyze the impact of Shopee's changing business strategies on MSMEs and consumer behavior in response to rising prices and additional policies, as well as strategies to remain competitive amid the dominance of official shops and large-scale businesses on Shopee. This research adopts a qualitative phenomenological approach, involving interviews with sellers to understand their experiences in dealing with marketplace policy changes. The findings show that Shopee’s strategic shift has narrowed profit margins for small sellers and resellers, while consumers have become increasingly selective by comparing prices across platforms. Marketplace policies that are increasingly profit-oriented may exacerbate market inequality, reduce MSMEs' competitiveness, and limit consumer choices. Therefore, adaptive strategies are needed for MSMEs to survive, such as diversifying sales platforms and optimizing digital marketing strategies.

Keywords

MSMEs marketplace Shopee digital monopoly business strategy

Article Details

How to Cite
Dessy asnita, D. A., & Asih Pertiwi. (2026). Marketplace Shopee Dan Nasib UMKM: Inovasi Atau Monopoli Digital? . J-EBIS (Jurnal Ekonomi Dan Bisnis Islam), 10(2). https://doi.org/10.32505/j-ebis.v10i2.12461

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