A Study on Digital Commerce Strategies Adopted by Indian MSMEs

Abstract The rapid advancement of digital technologies has significantly transformed the global business environment, compelling enterprises to adopt innovative methods of conducting business. In India, Micro, Small and Medium Enterprises (MSMEs) form the backbone of the economy by contributing substantially to employment generation, industrial production, and exports. With the increasing penetration of the internet, smartphones, and digital payment systems, digital commerce has emerged as a critical growth enabler for MSMEs. Digital commerce strategies allow MSMEs to expand their market reach, improve operational efficiency, enhance customer engagement, and remain competitive in a dynamic marketplace.The present study aims to examine the digital commerce strategies adopted by Indian MSMEs and analyze their role in improving business performance. The study is based on secondary data collected from government reports, research journals, books, and industry publications. The findings of the study reveal that Indian MSMEs are increasingly adopting digital platforms such as e-commerce marketplaces, digital payment systems, and social media marketing tools. However, challenges such as lack of digital literacy, cybersecurity risks, and infrastructural constraints continue to hinder the effective implementation of digital commerce strategies. The study concludes that strategic adoption of digital commerce, supported by policy initiatives and capacity building, can significantly strengthen the MSME sector in India.