Survivability Scenario of SMEs in Facing COVID-19 Crisis Based on the Social Commerce Framework

Government regulations that limit social and community activities to reduce the spread of COVID-19 have a very negative impact on the economy. This negative impact has a more profound effect on small and medium-sized enterprises (SMEs) because their business models are highly dependent on sales flows. Falling demand will significantly threaten the survival of SMEs. To overcome this impact, SMEs need to consider digital technology to better market their products. Social commerce, a new e-commerce business model, is becoming an online sales platform that helps businesses connect with customers and gain a competitive edge. This study aimed to develop scenarios for the ability of SMEs to survive the impact of the COVID-19 pandemic. We created scenarios based on a social commerce framework with four components: customer, platform, merchant, and context. These components were mapped in the Information Technology Infrastructure Library (ITIL) 4 to obtain scenarios of practical and well-documented actions by SMEs affected by the COVID-19 pandemic. This study used canonical action research to apply scenarios to an affected SME and then evaluated how these scenarios can help the SME survive based on its financial performance. This study proposes applicable social commerce scenarios to encourage the ability of SMEs to withstand the impacts of the COVID-19 pandemic.