College Student as Sellers in the Digital Marketplace: Evaluating Participation, Profitable Platforms, and Market Trends

Abstract

Digital marketplace nowadays has improved the growth since the global pandemic phenomena and led to more technological innovation. At the same time, it also shows involvement of students especially those taking diploma or degree as sellers in digital marketplaces. We can notice this trend generally in Southeast Asia, especially in Malaysia and Indonesia. In Malaysia, the adoption of digital marketplaces has grown substantially, with many users engaging in these platforms not only as consumers but also as sellers. Moreover, a considerable number of students have shown a strong inclination toward establishing their own online businesses. This trend highlights the increasing role of digital platforms in promoting entrepreneurial activities among students and reflects the attractiveness of e-marketplaces due to their accessibility and low entry barriers. However, challenges remain, including the underutilization of marketplace features by Micro, Small, and Medium Enterprises (MSMEs) and the lack of student-focused digital business platforms. So, student’s knowledge on digital business needs to be improved with latest technology, either as a user or as a developer of digital system. Therefore, this study adopts a quantitative descriptive approach through an online survey to: (1) examine the growing participation of students as digital sellers, (2) identify platforms that generate higher income or are most preferred, and (3) determine which products are perceived as highly marketable. The findings will provide valuable information that can motivate students on entrepreneurship, offering practical implications for e-commerce platform providers and informing strategies to better support students entering the digital business landscape.