Analysis of the Application of Financial Management in E-Commerce-Based MSMEs: A Case Study of Ibnuali_Store on Shopee

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting economic growth, yet their sustainability and development depend not only on marketing and sales capabilities but also on effective financial management. This study aims to analyze the implementation of financial management at Ibnuali_Store, an MSME in Tegal Regency that conducts sales through digital platforms. The study employed a qualitative approach using a case study method. Data were collected through observation of business activities, interviews with the owner, Mr. Mohamad Ibnu Mubarok, and documentation of financial activities and inventory. The findings indicate that after approximately nine years of operation, Ibnuali_Store has not experienced significant business development. This condition is associated with inadequate financial management practices, particularly the absence of systematic bookkeeping, the lack of separation between business and personal finances, and large-scale procurement of new products without sufficient demand analysis. These practices make it difficult to determine the business’s financial position accurately and result in capital being tied up in slow-moving inventory. The study recommends regular financial recording, separate accounts, cash flow reporting, and data-based inventory control.