Enhancing MSME Competitiveness Through E-Commerce

In Indonesia, especially Malang, the growth of industry has yet to fully flourish to maximize local economic growth with one of the main reasons to this problem is that most MSMEs failed to adapt with the trend. MSME growth in the 4.0 digital era most definitely uses technology and internet within production and marketing process. Unfortunately, only a small part of MSMEs in Malang City has used social media as marketing media, and even less has used digital marketplace to support their business activity which is undeniably essential as digital marketplace usage is positively impactful enough on MSMEs' productivity and sales. This research aims to generate possible solutions for MSMEs to promote and sell their products, mainly in Malang's area. To get a grasp of the problem and generate solution the research uses design thinking method. Based on the existing problems, this research proposes an application interface design of an E-commerce called MaCart. MaCart cover for various categories of local MSME products, and specifically designed for Malang area MSMEs. Furthermore, the E-commerce focuses on several essential features to provide retail services such as product review and several additional features to support user convenience such as product review, delivery, and live video for MSMEs. This paper might have only covered Malang area in the meantime. However, the idea itself could be implemented for other areas. Hopefully the research could become beneficial to support MSME productivity in the future.