Main Article Content
Abstract
The fisheries sector in coastal areas faces complex structural challenges, including middlemen dominance and a lack of price transparency. This research aims to analyze the feasibility of implementing an online marketplace business model through the Business Model Canvas (BMC) approach in Pacitan Regency. Using a qualitative descriptive method with 11 informants, data validity was ensured through source and technique triangulation. The results show that the current AS-IS model is characterized by the absolute dependence of fishermen on collectors through the debt-bondage (ijon) system. The TO-BE model design offers great transformational potential through market disintermediation and the revitalization of cooperatives as technology aggregators. However, gap analysis concludes that the realization of this potential determinately depends on meeting physical prerequisites, namely the availability of cold storage infrastructure and the enhancement of fishermen's digital literacy to overcome supply chain bottlenecks. This research recommends a socio-cultural approach through the role of cooperative institutions to ensure the sustainability of the digital ecosystem.
Keywords: Business Model Canvas, Marketplace Online, Fish Supply Chain, Transformational Potential, Digital Literacy.