Going Digital : Empowering Local MSMEs Through Training Digital Marketing and E-Commerce Adoption

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are the backbone of the Indonesian economy, yet the majority of them still face serious obstacles in digital transformation. This community service activity aims to accelerate the adoption of digital technology through an interactive training program that includes social media optimization, marketing content creation, and direct assistance in opening online stores on e-commerce platforms. The activity was carried out using an action-based qualitative descriptive approach (QAD) with five local MSMEs around Jl. Wahidin, Central Jakarta. The results showed that the hands-on mentoring method was effective in overcoming technical barriers to digital transformation: two participants successfully activated Instagram accounts and Canva content, and three participants successfully opened online stores on the GoFood/ShopeeFood platforms. These findings confirm that practical mentoring—not just theoretical education—is key to breaking technological deadlocks at the micro-business level and expanding local MSMEs' market access to the digital ecosystem.