Inform : Jurnal Ilmiah Bidang Teknologi Informasi dan Komunikasi Vol.6 No.2 Juli 2021, P-ISSN : 2502-3470, E-ISSN : 2581-0367 127 DOI : http://dx.doi.org/10.25139/inform.v6i2.3985 E-Commerce Based Digital Marketing Using Business Model Canvas Muhammad Naufal Akbar 1* , Atik Ariesta 2 1,2 Fakultas Teknologi Informasi, Universitas Budi Luhur Jakarta, Indonesia 1 1712500204@student.budiluhur.ac.id (*) 2 atik.ariesta@budiluhur.ac.id Received: 2021-06-30; Accepted: 2021-07-24; Published: 2021-07-31 Abstract— The digital era, which is quickly evolving nowadays, necessitates the use of online stores by business owners to compete for as many clients as possible. E-commerce is the process of selling, purchasing, and marketing a product over the internet network. Conventional sales of items that do not maximize the use of promotional media will result in sales declining and many products not being sold. Traditional sales must instantly transition to digital marketing via e-commerce websites using a Content Management System (CMS) so that retailers can have their charm to improve product sales. The benefit of this research is to make online sales utilizing a Content Management System (CMS) to improve business operations and product marketing by employing Search Engine Optimization (SEO) to reduce product marketing expenditures. The Business Model Canvas (BMC) is used to create an online business model. Unified Modeling Language (UML) diagrams, such as Activity Diagrams, Use Case Diagrams, Component Diagrams, and System Sequence Diagrams, are used in the system design. As a result of this research, the e-commerce website will be displayed on the first page of the search site, allowing it to assist shop transaction activities and serve as a promotional medium. Keywords— E-commerce, Content Management System, Business Model Canvas, Search Engine Optimization. I. INTRODUCTION Because of the use of the internet, which leads to cyberspace, rapid advances in information technology appear to control all activities on this planet. To make progress in all domains, including E-Commerce, which oversees the sales system to transition from traditional to digital, various advantages are provided for producers and consumers involved in sales E-Commerce. E-Commerce (Electronic Commerce) has lately evolved, with thousands of businesses selling their items on websites and social media. Lazada, Buka Lapak, and other similar websites are examples [1]. E-commerce is the process of transferring transactions or information over the internet. The advent of e-commerce is inextricably linked to the advancement of information technology, particularly the internet. Research [2] aims to solve problems that occur, such as the absence of reports printed from sales results. So those sales records are still in the form of chats stored on WhatsApp. There are no reports published from the remaining stock of goods that are still available every month. Companies in the fashion sector use the internet as a marketing field, namely marketing their products through websites, social media, etc. There is a change from offline sales to online sales. This is due to the high use of gadgets and increasing internet visitors so that there are opportunities for fashion companies to market their products [3]. Websites can be used to market products sold or referred to as digital marketing [4]. Previous research using adopting User Satisfaction Models is used for user usability analysis for website users [5]. Website analysis and design are also widely implemented for web-based mapping applications, using the system development life cycle (SDLC) model [6]. The case study in this paper is the Marketplace business, which sells used clothing, which has become a rare product that is now in high demand because used clothing has unique motifs, and product stocks are restricted. Because the store exclusively uses Instagram as a promotional medium, a large portion of the goods stock remains unsold. Based on the issues that arise, the store requires an E-commerce website to facilitate promotion. The research also has the advantage of making corporate procedures more accessible and known to the general public to improve sales. A Content Management System (CMS) can undertake digital marketing by creating an e-commerce website that attracts customers from a broader spectrum of users. Search Engine Optimization (SEO) is used in business processes and product marketing to reduce expenses associated with the product marketing process. The Business Model Canvas (BMC) is used to create an online business model. Unified Modeling Language (UML) diagrams, such as Activity Diagrams, Use Case Diagrams, Component Diagrams, and System Sequence Diagrams, are used in the system design. As a result of this research, the e-commerce website will be displayed on the first page of the search site, allowing it to assist shop transaction activities and serve as a promotional medium. II. RESEARCH METHODOLOGY Figure 1 depicts the phases beginning with data collection and ending with problem formulation. Data collection methods include interviewing, observing, and conducting a literature review. The next stage is to model your firm using the Business Model Canvas (BMC). The website is then designed using the Unified Modeling Language (UML). Following the completion of the design, the implementation of Search Engine Optimization is carried out (SEO).