Optimising online sales for small and medium-sized businesses: Integrating e-commerce and digital marketing

Abstract

Small and medium-sized enterprises (SMEs) play a fundamental role in ensuring the effective development of the country’s economy, which is why the analysis of existing problems and challenges for them always remains a relevant issue for each country. Within the framework of this study, it was decided to assess the opportunities to improve the optimisation of e-commerce for SMEs, which became the main goal of the work. The primary research methods used were forecasting and systematic analysis, which made it possible to identify the most promising development strategies and predict the impact of technological integration on SME performance. Using statistical data from national and international sources, the study analysed the current state and projected growth of e-commerce in Kazakhstan. The analysis revealed that the share of SMEs in Kazakhstan’s gross domestic product steadily increased, while the volume of e-commerce in retail trade reached 3,156.4 billion tenge in 2024, and 2,443.4 billion tenge in services. The share of e-commerce in total retail trade rose to 16.6%. Social media also plays a growing role in SME marketing strategies, with 76% of the population using social networks in 2024, projected to exceed 90% by 2028. The study proposed a set of optimisation approaches, including establishing customised e-commerce platforms, leveraging social media for direct sales, employing SEO and mobile optimisation, and applying content marketing strategies. While advanced tools such as artificial intelligence and augmented reality were found to offer considerable benefits for customer interaction and personalisation, their implementation is often hindered by financial constraints. Therefore, alternative low-cost strategies were also outlined. The conclusions obtained within the framework of the study can be used to more effectively shape the country’s policy in the development of SMEs, as well as for business representatives themselves to more efficiently manage the online sales component in the enterprise.