Enhancing MSME Business Strategies Through Digital Platforms in Manado

The Industry 4.0 era has revolutionized business practices, methods, and models, shifting themfrom traditional approaches to technology-driven systems. Digital tools like e-business, e-comerce, e-banking, and e-learning now play a vital role in identifying target markets. Compnies worldwide are heavily investing in technology to keep up with rapid advancements, which are inevitable in today’s fast-paced world. For MSMEs, adaptation, creativity, and innovation are crucial for survival post-pandemic and for entering the global market. Digital transformation is no longer optional but essential for MSMEs to increase margins and streamline sales processes. Digitalization simplifies product marketing and significantly impacts operations and revenue. This study explores how MSMEs in Manado can leverage digital platforms for business growth. Theoretically, the findings aim to enrich the field of Business Administration, particularly in marketing, entrepreneurship, and innovation, while emphasizing the role of information technology in business. Practically, the research provides valuable insights for local governments and MSME actors in Manado to enhance their operations through digital tools. Using qualitative methods, the study highlights the importance of mastering digital platforms, promoting products effectively, offering competitive pricing, and staying updated on platform algorithms. Since these algorithms evolve constantly, MSMEs must acquire the necessary knowledge to optimize their marketing efforts and achieve their business goals.