Abstract
The development of internet technology has now penetrated the world of business and trade which makes it easier for online trading transactions. Ajo Beta UMKM which is engaged in selling betta ornamental fish, usually sells betta fish directly to customers at their homes and sometimes sells around by motorbike. However, during the Covid-19 pandemic when this was impossible to do because it was very risky in the spread of the Covid-19 virus, so this affected the sales and business turnover of Ajo Beta's UMKM. The research conducted is a qualitative research to determine the extent of the analysis of the development of E-Commerce applications on the Ajo Beta fish UMKM using the SWOT (Strengthen, Weakness, Opportunity, Threat) method. Based on the research that has been done, the results of the SWOT matrix analysis are obtained with the conclusion that it is necessary to develop an E-Commerce application to be able to carry out sales transactions electronically that has product catalog features, delivery via courier, good, effective and efficient customer data management, fish market place betta fish for other ornamental fish UMKM, promotion of ornamental Ajo Betta fish regularly with discount packages and betta fish contest features.
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