E-COMMERCE BUSINESS DIGITAL TRANSFORMATION
Abstract
Digital ecosystem has rapidly grown in Indonesia. E-commerce has become the most
disruptive among others. XYZ is one of the Indonesian e-commerce platforms. They choose
to keep evolving through digital transformation to align with the current need. This research
aims to identify XYZ's digital transformation to meet current business, partners, and
customers' needs. Data were obtained by interviewing and collecting company documents,
and Gupta's framework was chosen for analysis. The transformations which have been done
by XYZ are changing the strategy market-based view into a resource-based view. XYZ also
transformed from e-commerce to a business segment platform with a B2B2B model. The
Gupta framework is used as the foundation for this transformation. The results of the Gupta
framework are translated into strategies for achieving new company structure and values