HOW DIGITAL PLATFORMS EMPOWER SMES: A COMPARATIVE ANALYSIS OF E-COMMERCE STRATEGIES IN DEVELOPED AND EMERGING MARKETS

The study investigates the role of e-commerce in small business growth, focusing on Small and Medium Enterprises (SMEs) in both developed and emerging markets. The objective was to assess how e-commerce platforms like Amazon, Alibaba, and Jumia empower SMEs to expand their market reach and increase operational efficiency. Using a comparative analysis approach, the study analyzed data from industry reports and academic journals. Results indicate that SMEs utilizing e-commerce experienced revenue growth of up to 30% in emerging markets and 15% in developed markets. However, challenges such as limited digital infrastructure and low internet penetration in regions like Sub-Saharan Africa, where only 2% of businesses engage in e-commerce, hinder broader adoption. The study concludes that enhancing digital infrastructure and integrating localized payment systems is essential for further SME growth through e-commerce.