Integrating E-Commerce, Influencers, UGC, and Personal Shoppers to Drive Asian MSME Internationalization
DOI:
https://doi.org/10.30737/risk.v7i1.7586Keywords:
MSME globalization, transnational e-commerce, influencer promotion, consumer-created content, collaborative digital networkAbstract
The prevailing narrative in international business research has long positioned Micro, Small, and Medium Enterprises (MSMEs) as structurally disadvantaged actors in global trade—constrained by the dual liabilities of smallness and foreignness and largely dependent on gradual, resource-intensive market entry strategies. This systematic literature review challenges the adequacy of that framing in the Asian context. Drawing on 60 peer-reviewed sources published between 2018 and 2026, and adhering to PRISMA guidelines, we argue that a synergistic digital ecosystem—comprising cross-border e-commerce (CBEC) infrastructure, influencer marketing, user-generated content (UGC), and human-mediated personal shopper networks—has fundamentally restructured the internationalization calculus for MSMEs across the region. These four drivers do not operate independently; they form a co-evolving network in which each mechanism amplifies the signal and mitigates the risk posed by the others. E-commerce platforms expand market reach and improve supply chain performance; influencers and UGC build consumer trust and brand credibility; personal shoppers bridge cultural and cross-border gaps with personalized service and embedded social intelligence. Critically, we identify a structural divergence between two dominant regional models: China’s high-tech, AI-driven paradigm—characterized by super-app ecosystems, virtual influencers, and algorithmic personalization—and Southeast Asia’s high-touch model, which privileges authenticity, community trust, and human mediation. Both pathways achieve international reach, but they do so by leveraging fundamentally different types of capital. This review also engages seriously with the dark side of digital transformation: platform dependency, algorithmic opacity, the unmeasurable influence of ‘dark social’ channels, structural digital literacy deficits, influencer scandals, and frugal innovation as a counter-strategy. These are not peripheral concerns—they are systemic vulnerabilities that constrain the sustainability of digitally driven internationalization. The paper concludes with a research agenda oriented toward Industry 5.0 frameworks, AI ethics, and longitudinal methodologies capable of capturing the long arc of digital resilience.
References
Al Omoush, K., Lassala, C., & Ribeiro-Navarrete, S. (2025). The role of digital business transformation in frugal innovation and SMEs’ resilience in emerging markets. International Journal of Emerging Markets, 20(1), 366–386. https://doi.org/10.1108/IJOEM-12-2022-1937
Anatan, L., & Nur. (2023). Micro, Small, and Medium Enterprises’ Readiness for Digital Transformation in Indonesia. Economies, 11(6), 156. https://doi.org/10.3390/economies11060156
Apriyanti, A., Hertati, L., Asharie, A., & Avini, T. (2023). Exploring the E-Commerce Corn Dog: an MBKM Program by UIGM Students to Support MSMEs. International Journal of Social Science and Community Service, 1(1), 44–53. https://doi.org/10.70865/ijsscs.v1i1.5
Auliandri, T. A., Setyawan, A., Djayapranata, G. F., Lestari, Y. D., Kartika, N., Barinta, D. D., Khaira, N., & Musthofa, Z. (2025). What Drives the Purchase of MSME Products? The Role of Social Media Marketing in Emerging Markets. International Journal of Entrepreneurship, Business and Creative Economy, 5(1), 108–124. https://doi.org/10.31098/ijebce.v5i1.2868
Azila Awang Abu Bakar, N., & Shalina Ismail, N. (2022). The Development of an Intraorganizational Merchant and Personal Shopper E-Commerce System (MPSAS). Mathematical Sciences and Informatics Journal, 3(2), 35–46. https://doi.org/10.24191/mij.v3i2.19010
Aziz, M. N. L., Nurhayati, P., Yudha, A., & Annisa, N. N. (2022). E-Marketing Usage As An Increase In Competitive Advantage Through Product Innovation And Marketing Performance (Survey On MSMEs In Central Java). Journal of Business and Management Review, 3(5), 400–414. https://doi.org/10.47153/jbmr35.3722022
Benardi, Yulianti, G., Kasih, E., & Qalbia, F. (2023). The Role Of Financial Literacy On MSMEs : A Qualitative Investigation. The 1st Proceeding of The International Conference on Business and Economics, 1(2), 277–284.
Chanamalla, B., Murali, V. N., Suresh, B., & Deepak, M. S. (2026). AI-Driven Multi-Agent Shopping System through E-Commerce System. 9(2). https://doi.org/10.15680/IJCTECE.2026.0902004
Chatra, A., Budaya, I., Saprudin, S., & Judijanto, L. (2023). Dynamic of Product Innovation, Community Involvement, and Regulatory Policy: Case Study of MSME Entrepreneurship in Indonesia. International Journal of Business, Law, and Education, 5(1), 105–118. https://doi.org/10.56442/ijble.v5i1.356
Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
Chotisarn, N., & Phuthong, T. (2025). A bibliometric analysis insights into the intellectual dynamics of artificial intelligence for the micro, small, and medium enterprises. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2491684
Dong, X., Li, X., & Yao, T. (2025). How configuration strategy of multi-subject generated signals influences online consumption decision-making: the FsQCA investigation based on signaling theory. Electronic Commerce Research. https://doi.org/10.1007/s10660-025-10044-w
Dwi Wahyuni, P., Suroso, E., & Marsyaf, M. (2025). Enhancing the Competitiveness of MSMEs through Branding Optimization and Financial Reporting in Kembangan Selatan Subdistrict. International Journal Of Community Service, 5(3), 373–380. https://doi.org/10.51601/ijcs.v5i3.847
Eduardsen, J. (2018). Internationalisation Through Digitalisation: the Impact of E-Commerce Usage on Internationalisation in Small- and Medium-Sized Firms. In International Business in the Information and Digital Age (pp. 159–186). Emerald Publishing Limited. https://doi.org/10.1108/S1745-886220180000013008
Evanita, S., & Fahmi, Z. (2023). Analysis of Challenges and Opportunities for Micro, Small, and Medium Enterprises (MSMEs) in the Digital Era in a Systematic Literature Review. JMK (Jurnal Manajemen Dan Kewirausahaan), 8(3), 227. https://doi.org/10.32503/jmk.v8i3.4190
Fauzi, A. A., & Sheng, M. L. (2022). The digitalization of micro, small, and medium-sized enterprises (MSMEs): An institutional theory perspective. Journal of Small Business Management, 60(6), 1288–1313. https://doi.org/10.1080/00472778.2020.1745536
Febriani, A., Sopha, B. M., & Arif Wibisono, M. (2025). Dynamic capabilities for omnichannel transformation in MSMEs: A comparative case study of fashion and furniture sectors. Journal of Open Innovation: Technology, Market, and Complexity, 11(1), 100498. https://doi.org/10.1016/j.joitmc.2025.100498
Gupta, A., & Kumar Singh, R. (2023). Managing resilience of micro, small and medium enterprises (MSMEs) during COVID-19: analysis of barriers. Benchmarking: An International Journal, 30(6), 2062–2084. https://doi.org/10.1108/BIJ-11-2021-0700
Halim, E., & Karami, R. H. (2020). Information Systems, Social Media Influencers and Subjective Norms Impact to Purchase Intentions in E-commerce. 2020 International Conference on Information Management and Technology (ICIMTech), 899–904. https://doi.org/10.1109/ICIMTech50083.2020.9211117
Hamsinah, Rusilowati, U., & Sunarsi, D. (2024). Analysis of Lecturer Competency and Knowledge in Technopreneurship Development of Student MSMEs in PTS. APTISI Transactions on Technopreneurship, 6(3), 623–638. https://doi.org/10.34306/att.v6i3.365
Harsono, B., P, I., Napitupulu, H., Napitupulu, S., & Saiful, S. (2024). Qualitative Review and Prospects for Economic Growth of MSMEs at the University of Indonesia. https://doi.org/10.20944/PREPRINTS202405.1281.V1
Hasim, H., & Sherlina, L. (2022). Tiktok Social Media as a Means of Small and Medium Business Promotion. Journal of World Science, 1(1), 1–14. https://doi.org/10.58344/jws.v1i1.1
Hernández, V., Revilla, A., & Rodríguez, A. (2024). Digital data‐driven technologies and the environmental sustainability of micro, small, and medium enterprises: Does size matter? Business Strategy and the Environment, 33(6), 5563–5582. https://doi.org/10.1002/bse.3765
Herwinsyah. (2025). Improving the Competence of MSME Human Resources in Facing the Digital Era and Business Competition through Training. MUJAHADA: Jurnal Pengabdian Masyarakat, 3(1), 99–115. https://doi.org/10.54396/mjd.v3i1.2019
Hu, Z., Liu, R., Li, K., Wang, Z., Gu, K., & He, W. (2025). Performance analysis and design optimization of a novel Trombe wall system using CFD and response surface method. Energy, 324(March), 136031. https://doi.org/10.1016/j.energy.2025.136031
Hung, K., Tse, D. K., & Chan, T. H. (2022). E-Commerce Influencers in China: Dual-Route Model on Likes, Shares, and Sales. Journal of Advertising, 51(4), 486–501. https://doi.org/10.1080/00913367.2021.1990811
John, J. K., Qiu, X., & Kilumile, J. W. (2024). Harnessing Swift Guanxi in SMEs: Exploring Trust and Purchase Intention on Social Commerce Platforms. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3154–3175. https://doi.org/10.3390/jtaer19040153
Khurana, S., Haleem, A., Luthra, S., & Mannan, B. (2021). Evaluating critical factors to implement sustainable oriented innovation practices: An analysis of micro, small, and medium manufacturing enterprises. Journal of Cleaner Production, 285, 125377. https://doi.org/10.1016/j.jclepro.2020.125377
Kulkarni, A. V., Joseph, S., & Patil, K. P. (2024). Artificial intelligence technology readiness for social sustainability and business ethics: Evidence from MSMEs in developing nations. International Journal of Information Management Data Insights, 4(2), 100250. https://doi.org/10.1016/j.jjimei.2024.100250
Kurniasih, N. (2019). CUSTOMERS INFORMATION BEHAVIOR OF INDONESIAN PERSONAL SHOPPER ON INSTAGRAM. Humanities & Social Sciences Reviews, 7(4), 237–244. https://doi.org/10.18510/hssr.2019.7430
Li, H., Jiao, H., & Yang, Z. (2023). Ship trajectory prediction based on machine learning and deep learning: A systematic review and methods analysis. Engineering Applications of Artificial Intelligence, 126(PC), 107062. https://doi.org/10.1016/j.engappai.2023.107062
Loso Judijanto, Wendy Souisa, Arief Yanto Rukmana, Keni Kaniawati, & Okta karneli. (2024). The Effect of Organizational Culture, Digital Marketing Strategy, Service Quality, and Environmental Sustainability on Customer Satisfaction of MSME products in Indonesia. Jurnal Riset Ekonomi Manajemen (REKOMEN), 6(2), 181–196. https://doi.org/10.31002/rekomen.v6i2.1177
Mariani, M. M., Perez‐Vega, R., & Wirtz, J. (2022). AI in marketing, consumer research and psychology: A systematic literature review and research agenda. Psychology & Marketing, 39(4), 755–776. https://doi.org/10.1002/mar.21619
Maulana, F. R. (2024). From Traditional to Digital: Exploring the Online Marketing Transformation of Culinary Micro, Small, and Medium Enterprises (MSMEs) in Karawang Indonesia. Open Access Indonesia Journal of Social Sciences, 7(5), 1773–1788. https://doi.org/10.37275/oaijss.v7i5.269
Metris, D., Kraugusteeliana, K., Amory, J. D. S., Mustafa, F., & Risdwiyanto, A. (2024). The Influence of Community Support on the Sustainability of MSMEs in the Digital Era. Jurnal Terobosan Peduli Masyarakat (TIRAKAT), 1(1), 21–29. https://doi.org/10.61100/j.tirakat.v1i1.102
Molina-Sánchez, R., García-Pérez-de-Lema, D., López-Salazar, A., & Godínez-López, R. (2022). Determining factors in MSMEs success: An empirical study in Mexico. Small Business International Review, 6(1), e384. https://doi.org/10.26784/sbir.v6i1.384
Mudjahidin, M., Aristio, A. P., Balbeid, N. H., & Junaedi, L. (2024). The Influence of Social Media Sales Intensity and Competency on the Improvement of Business Performance Satisfaction in MSMEs. Procedia Computer Science, 234, 869–875. https://doi.org/10.1016/j.procs.2024.03.074
Naeem, M., & Ozuem, W. (2022). Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms. Qualitative Market Research: An International Journal, 25(2), 181–204. https://doi.org/10.1108/QMR-02-2021-0028
Nahar, S., & Alam, M. (2026). Technology-Enabled Cross-Border Entrepreneurship: The Role of Digital Platforms in SME Expansion Through the Lens of Institutional Theory. Thunderbird International Business Review, 1–314. https://doi.org/10.1002/tie.70093
Nsude, C. C., Loraamm, R., & Letsa, N. (2025). Does the removal of fuel subsidies influence the willingness to adopt renewable energy? Evidence from MSMEs in Nigeria. Environmental Research: Energy, 2(2), 025008. https://doi.org/10.1088/2753-3751/add7e1
Nurjannah, D., Wardhana, E. T. D. R. W., Handayati, P., Winarno, A., & Jihadi, M. (2023). the Influence of Managerial Capabilities, Financial Literacy, and Risk Mitigation on Msmes Business Sustainability. Journal of Law and Sustainable Development, 11(4), 1–16. https://doi.org/10.55908/sdgs.v11i4.520
Pamungkas, M. R. S. P., Asyivadibrata, A., Susilawati, T., & Huda, M. N. (2023). Unleashing the Potentials of Artificial Intelligence for Micro, Small, and Medium Enterprises: A Systematic Literature Review. Jurnal Teknologi Dan Sistem Informasi Bisnis, 5(3), 303–310. https://doi.org/10.47233/jteksis.v5i3.860
Purba, M. I., Simanjutak, D. C. Y., Malau, Y. N., Sholihat, W., & Ahmadi, E. A. (2021). The effect of digital marketing and e-commerce on financial performance and business sustainability of MSMEs during COVID-19 pandemic in Indonesia. International Journal of Data and Network Science, 5(3), 275–282. https://doi.org/10.5267/j.ijdns.2021.6.006
Purnomo, S., & Purwandari, S. (2025). A Comprehensive Micro, Small, and Medium Enterprise Empowerment Model for Developing Sustainable Tourism Villages in Rural Communities: A Perspective. Sustainability (Switzerland), 17(4). https://doi.org/10.3390/su17041368
Romero-Rodriguez, L. M., & Castillo-Abdul, B. (2023). Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers. Journal of Management Development, 42(6), 425–435. https://doi.org/10.1108/JMD-11-2022-0285
Saifurrahman, A., & Kassim, S. H. (2024). Regulatory issues inhibiting the financial inclusion: a case study among Islamic banks and MSMEs in Indonesia. Qualitative Research in Financial Markets, 16(4), 589–617. https://doi.org/10.1108/QRFM-05-2022-0086
Samputra, P. L., & Alfarizi, M. (2025). Can advanced society 5.0 technology create economic and social value for millennial and generation Z MSMEs in Surabaya, Indonesia? An economic resilience perspective. Asia Pacific Management Review, xxxx, 100355. https://doi.org/10.1016/j.apmrv.2025.100355
Sari, N. R., Islami, A. Y., & Dewi, N. F. (2026). Impact of Shopee E-Commerce and Instagram Based Social Media Marketing on the Growth of Food Micro, Small, and Medium Enterprises (MSMEs) in Depok City. Neo Journal of Economy and Social Humanities, 5(1), 12–26. https://doi.org/10.56403/nejesh.v5i1.338
Setiawan, B., Pamungkas, B., Mekaniwati, A., & Kusuma, P. M. (2025). The strategic role of digital transformation, dynamic and agile capabilities for the performance of micro, small, and medium enterprises (MSMEs). Bottom Line, 38(2), 130–153. https://doi.org/10.1108/BL-08-2024-0120
Singgih, S. yudha setiawan. (2024). Implementation Of Entrepreneurship Strategies Based On Digital Marketing For Students’ Micro Enterprises In The Surabaya Kemenkes Poltekkes Environment. Frontiers in Community Service and Empowerment, 3(4), 1–5. https://doi.org/10.35882/ficse.v3i4.75
Sudadi Pranata, Umi Narimawati, & M. Yani Syafei. (2024). Content Marketing, Social Media Marketing and Search Engine Optimization (SEO) on Successful Business Performance in Msmes in Cirebon City with Digital Literacy as an Intervening Variabl. Jurnal Riset Ekonomi Manajemen (REKOMEN), 7(1), 272–283. https://doi.org/10.31002/rekomen.v7i1.1426
Sudiantini, D., Sefita, A., Maharani, P. A., Maharani, S., & Febianti, V. (2024). Implementation of Digital Marketing Strategy To Increase Competitiveness Among Msmes. SENTRI: Jurnal Riset Ilmiah, 3(6), 3021–3027. https://doi.org/10.55681/sentri.v3i6.3002
Sun, H., Yang, H., & Tao, S. (2023). Optimization of the Number, Hub Height and Layout of Offshore Wind Turbines. Journal of Marine Science and Engineering, 11(8), 1566.
Tereshchenko, E., Salmela, E., Melkko, E., Phang, S. K., & Happonen, A. (2024). Emerging best strategies and capabilities for university–industry cooperation: opportunities for MSMEs and universities to improve collaboration. A literature review 2000–2023. Journal of Innovation and Entrepreneurship, 13(1). https://doi.org/10.1186/s13731-024-00386-4
Triha, H., Shofia, A., Putri, R. M., Alius, M., & Satria, T. F. (2023). Correlation between the Number of MSMEs and the Growth of the Workforce with the Regression Analysis Model. Journal of Computer Scine and Information Technology, 9, 7–12. https://doi.org/10.35134/jcsitech.v9i1.40
Veiga, P. M., Marnoto, S., Guerra-Mota, M., & Rexhepi, G. (2024). Building new business models in MSMEs: digital capabilities, global value chains integration and the moderating role of entrepreneurial failure. Journal of Small Business and Enterprise Development, 31(3), 492–514. https://doi.org/10.1108/JSBED-10-2023-0501
Widjaja, A. A., Christmastuti, A. A., Purnamasari, V., Stephana, D. A. R., & Nugroho, R. S. A. (2021). JAVANESE CULTURAL BOUNDARIES TO USE ERP SOFTWARE: MSMEs PERSPECTIVE. International Journal of Innovation and Industrial Revolution, 3(9), 01–08. https://doi.org/10.35631/ijirev.39001
Widyastuti, D. A. R., Wahyuni, H. I., & Wastutiningsih, S. P. (2023). Creating a digital ecosystem for sustainable development: Insights from Indonesian micro, small and medium enterprises. Kasetsart Journal of Social Sciences, 44(1). https://doi.org/10.34044/j.kjss.2023.44.1.04
Winarsih, A. S., & Sakir, S. (2023). Strengthening The Economy And Branding Of Digital-Based MSMEs In Wirokerten Village. Proceeding International Conference of Community Service, 1(2), 937–942. https://doi.org/10.18196/iccs.v1i2.154
Zhang, S., & Cheung, A. (Waikong). (2025). Are green finance and inclusive finance complements or substitutes for MSMEs? – Evidence from China’s green finance reform and innovation pilot zone. Energy Economics, 141(V), 108125. https://doi.org/10.1016/j.eneco.2024.108125
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Marsya Aulia Rizkita, Sudarmiatin, Heri Pratikto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with RISK : Jurnal Riset Bisnis dan Ekonomi agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
2. Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
