Omnichannel Retail in Small and Medium-Sized Enterprises: Insights from Indonesia

An omnichannel retail strategy integrates multiple channels, enabling customers to shop across all available online and offline channels at the same time. This strategy is required to overcome different obstacles that develop as a result of changes in the retailer's business environment. This study aims to provide an overview of the extent to which SMEs in Indonesia implement an omnichannel strategy. Omnichannel retail implementation in SMEs has shown positive developments in recent years. They recognize the importance of providing a consistent and unified shopping experience across multiple channels. In this context, the marketplace is essential for SMEs to expand their reach of customers in various locations. However, despite positive developments, there are still some challenges to implementing omnichannel for SMEs in Indonesia. These challenges include dynamic changes in consumer behavior, limited staff capabilities, and the mindset of SME leaders or owners.