Perkembangan teknologi digital di Indonesia mendorong pelaku usaha untuk memanfaatkan e-commerce sebagai sarana memperluas pasar. Toko Azzahra Oleh-oleh Kuningan menghadapi tantangan dalam menjangkau konsumen di luar daerah karena masih bergantung pada penjualan langsung dan promosi media sosial yang belum optimal. Penelitian ini bertujuan mengimplementasikan sistem e-commerce berbasis model Business-to-Consumer (B2C) guna meningkatkan penjualan, efektivitas promosi dan daya saing toko. Metodologi penelitian menggunakan model pengembangan sistem Waterfall dengan tahapan analisis kebutuhan, desain sistem, implementasi, pengujian, dan pemeliharaan. Data diperoleh melalui observasi, wawancara, kuesioner dan studi pustaka. Hasil implementasi menunjukkan bahwa sistem e-commerce berbasis Business-to-Consumer (B2C) dapat diterapkan di Toko Azzahra dengan menyediakan fitur katalog produk, pemesanan online, pembayaran digital dan laporan penjualan yang mendukung proses penjualan online. Penerapan sistem ini terbukti membantu memperluas jangkauan pasar melalui fitur katalog dan pemesanan online, mendukung promosi dengan fitur kampanye musiman dan cashback, serta meningkatkan daya saing toko melalui laporan penjualan dan personalisasi produk. Sistem ini diharapkan dapat meningkatkan efisiensi operasional dan menjadikan Toko Azzahra lebih kompetitif di pasar digital.

The development of digital technology in Indonesia has encouraged businesses to utilize e-commerce as a means to expand their market reach. Azzahra Kuningan souvenir store faces challenges in reaching customers outside its local area due to its reliance on direct sales and suboptimal social media promotion. This study aims to implement a Business-to-Consumer (B2C) e-commerce system to improve sales,
promotion effectiveness, and the store's competitiveness. The research methodology follows the Waterfall system development model, consisting of requirement analysis, system design, implementation, testing, and maintenance. Data is collected through observation, interviews, questionnaires, and literature studies. The implementation results show that a B2C-based e-commerce system can be
applied to Azzahra store by providing features such as a product catalogue, online ordering, digital payment, and sales reporting to support the online selling process. The system has proven to help expand market reach through catalogue and online ordering features, support promotions with seasonal campaigns and cashback offers, and enhance competitiveness through sales reports and product personalization. This system is expected to improve operational efficiency and make Azzahra store more competitive in the digital marketplace.