Perkembangan teknologi digital mendorong pelaku usaha untuk berinovasi dalam menyajikan produk dan layanan. Redline Apparel, toko jersey kustom yang masih mengandalkan media sosial dan penjualan langsung, menghadapi keterbatasan dalam jangkauan pasar dan fleksibilitas personalisasi produk. Penelitian ini bertujuan untuk merancang dan membangun sistem e-commerce berbasis web dengan pendekatan Business-to-Consumer (B2C) untuk meningkatkan akses informasi produk dan pengalaman belanja pelanggan. Pengembangan sistem menggunakan model Waterfall melalui tahapan analisis, perancangan, pengkodean, pengujian, dan pemeliharaan. Sistem dibangun menggunakan PHP, HTML, CSS, JavaScript, Bootstrap, dan MySQL. Hasil menunjukkan bahwa sistem dapat menghadirkan fitur seperti manajemen produk, layanan pencarian, dan manajemen kampanye untuk memudahkan akses informasi produk, stok, dan promosi. Fitur pesanan dan pembayaran mendukung proses transaksi serta perluasan jangkauan pasar. Sistem juga memberikan fleksibilitas personalisasi melalui fitur penyesuaian produk, katalog produk, dan live chat. Sistem ini diharapkan dapat memperlancar operasional, memperluas jangkauan pasar, serta menjadi solusi digital yang relevan untuk pertumbuhan bisnis Redline Apparel.

The development of digital technology has driven businesses to innovate in delivering products and services. Redline Apparel, a custom jersey store that still relies on social media and direct sales, faces limitations in market reach and product personalization flexibility. This study aims to design and develop a web-based e-commerce system using a Business-to-Consumer (B2C) approach to improve product information accessibility and enhance the customer shopping experience. The system is developed using the Waterfall model, which includes the stages of analysis, design, coding, testing, and maintenance. It is built using PHP, HTML, CSS, JavaScript, Bootstrap, and MySQL. The results show that the system offers features such as product management, search functionality, and campaign management, enabling easier access to product information, stock availability, and promotional content. The ordering and payment features support smoother transactions and help expand market reach. Additionally, the system provides personalization flexibility through product customization options, a product catalog, and live chat support. This e-commerce system is expected to streamline operations, broaden market coverage, and serve as a relevant digital solution to support the growth of Redline Apparel.