E-COMMERCE AND CHALLENGE: INSIGHT THE START-UP IMPROVEMENT IN HIGHER EDUCATION KNOWLEDGE

Over time, numerous eCommerce platforms have emerged and rapidly evolved, with notable examples including Lazada, Tokopedia, Shopee, Blibli, and Bukalapak. Bukalapak has transcended its role as merely an online shopping platform, positioning itself as a partner for both consumers and sellers. A significant shift in consumer behavior has been observed, as an increasing number of individuals transition from offline to online shopping, driven by the convenience, ease, and diverse product offerings available. The eCommerce sector has also been instrumental in generating new job opportunities across various fields, such as logistics, information technology, digital marketing, and customer service. Furthermore, eCommerce has empowered micro, small, and medium enterprises (MSMEs) to market their products on a broader scale, unhindered by geographical limitations. This study aims to explore the development of eCommerce in Indonesia through a literature review framework. The writing methodology employs a literature review supported by NVivo software. The research findings reveal a model for sustainable eCommerce enhancement in Indonesia, culminating in a business model that emphasizes high competitiveness within the eCommerce landscape. However, the study acknowledges limitations related to the inductive and deductive model findings, which are constrained by a limited database.