Online marketing strategies had become a crucial determinant of sales performance across various industries, particularly for traditional fresh grocery businesses that faced increasing pressure to adapt to the rapidly evolving digital consumer behaviour. The use of online marketing was seen as a communication tool to attract more new customers through social media and influencer marketing. Furthermore, it also served as a channel for selling products online via e-commerce platforms. Although these strategies were widely applied, there was a lack of academic research examining their effectiveness among Small and Medium Enterprises (SMEs). This conceptual paper provided a comprehensive discussion of previous studies related to sales performance improvement, focusing on online marketing strategies within SMEs. The study also identified research areas that had been underexplored and offered recommendations for future qualitative and quantitative research directions. Based on the findings discussed, this study aimed to strengthen SMEs’ understanding of more effective approaches to improving sales performance through online marketing strategies.
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