This research aims to evaluate the factors that influence the competitiveness of online shopping in Micro, Small and Medium Enterprises (MSMEs) in Indonesia. With the increasingly rapid development of e-commerce, MSMEs are faced with the challenge of increasing their competitiveness for the continuity of their business. This research applies a quantitative approach by collecting data through surveys of MSMEs that operate online. The variables analyzed include product quality, price, innovation, digital marketing strategy and customer satisfaction. The analysis results show that product innovation and digital marketing strategies have a significant impact on the competitiveness of MSMEs. Apart from that, service quality has also been proven to increase customer loyalty, which indirectly strengthens the position of MSMEs in the online market. This study provides practical implications for MSMEs and stakeholders to formulate more effective strategies in increasing competitiveness in the digital era.