Holiday survival guide: How small businesses can compete with Amazon and Walmart this shopping season – Fortune

Report on the Digital Enablement of Small Enterprises and its Impact on Sustainable Development Goals

The economic viability of small businesses is a critical component for achieving global sustainability targets. A significant digital divide, however, prevents many small enterprises from competing effectively, particularly during peak commercial seasons. This gap directly impacts the progression of several Sustainable Development Goals (SDGs), including those related to economic growth, innovation, and sustainable communities.

Advancing SDG 8: Decent Work and Economic Growth Through Digital Inclusion

Sustainable Development Goal 8 aims to promote sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all. Small enterprises are the bedrock of local economies, yet their growth is often stifled by a lack of digital visibility. While an estimated 80% of consumers express a desire to support local businesses, the majority default to large online retailers. Bridging this digital gap is essential for fostering local economic growth and creating decent work.

According to Christine Telyan, co-founder of UENI, small businesses gain a competitive advantage not by outspending larger corporations, but by “out-connecting” with their communities. To achieve this, they must be visible in online searches, engage with customers authentically, and provide seamless purchasing experiences. The agility of small entrepreneurs in adopting new digital tools and tailoring services to local needs is a key driver for success and a direct contributor to the economic dynamism envisioned in SDG 8.

Strategic Digital Framework for Sustainable Enterprise Development

A structured approach to digitalization can empower small businesses to contribute more effectively to the SDGs. The following strategies provide a framework for enhancing their digital footprint and economic resilience.

Pillar 1: Building Inclusive Digital Infrastructure (SDG 9)

SDG 9 focuses on building resilient infrastructure, promoting inclusive and sustainable industrialization, and fostering innovation. For small businesses, a digital presence constitutes essential infrastructure.

• Website Accessibility: A significant portion of small business owners lack a functional website. Initiatives that provide rapid, affordable, and mobile-ready website development are crucial for democratizing access to the digital marketplace. This enables small-scale industrial and service enterprises to participate in the modern economy.
• Local Search Optimization: A majority of online searches have local intent. An updated and verified Google Business Profile is a no-cost, high-impact tool that functions as critical local digital infrastructure, driving local commerce and supporting the economic fabric of sustainable communities (SDG 11).

Pillar 2: Fostering Community Trust and Engagement (SDG 11)

SDG 11 aims to make cities and human settlements inclusive, safe, resilient, and sustainable. Thriving local businesses are integral to this vision, and digital tools can strengthen the bond between businesses and their communities.

• Reputation Management: Online reviews are a primary factor in consumer decision-making. Actively collecting and responding to reviews builds trust and social capital. This process not only enhances a business’s reputation but also improves its visibility in local search results, reinforcing its role within the community.
• Social Media Engagement: Platforms offering short-form video content provide an accessible and highly effective means for small businesses to engage with local audiences. Authentic content, such as product demonstrations or behind-the-scenes footage, can foster a stronger community connection than large-scale advertising campaigns, thereby strengthening local economic ecosystems.

Pillar 3: Promoting Local Economic Activity (SDG 8 & SDG 12)

Supporting local businesses aligns with SDG 8 (Economic Growth) and contributes to SDG 12 (Responsible Consumption and Production) by encouraging more sustainable consumption patterns.

• Strategic Promotions: Simple, clear offers and promotions can significantly influence consumer behavior, encouraging them to purchase from local enterprises instead of large chain retailers. This redirection of capital strengthens the local economy and provides a tangible reason for consumers to support businesses in their community.

Technology as a Catalyst for Achieving the SDGs

Investment in technology is now viewed as a critical priority for a majority of small retailers. This trend underscores the importance of SDG 9 (Innovation) and SDG 17 (Partnerships for the Goals). Technology providers that offer accessible, “service-first” tools play a vital role as partners in enabling small businesses to overcome digital barriers. Such partnerships are essential for creating a more inclusive and equitable economic landscape.

A Blueprint for Resilient and Sustainable Local Economies

A clear, actionable strategy is necessary for small businesses to survive and thrive, thereby contributing to broader sustainable development. This blueprint involves a five-pronged approach:

1. Establish a professional online presence.
2. Optimize for local search visibility.
3. Actively manage online reviews and reputation.
4. Utilize social media for community engagement.
5. Create compelling offers to drive local commerce.

Implementing this framework is not merely a commercial strategy; it is a fundamental step toward building resilient local economies, fostering innovation, creating decent work, and advancing the core objectives of the Sustainable Development Goals.

Sustainable Development Goals (SDGs) Addressed in the Article

The article highlights issues and solutions for small businesses, directly connecting to several Sustainable Development Goals that focus on economic growth, innovation, and reducing inequalities.

• SDG 8: Decent Work and Economic Growth

  The article’s core theme is the survival and success of small businesses (“Main Street entrepreneurs”), which are crucial drivers of local economies and job creation. It discusses their challenges, such as thin margins and competition from large corporations like Amazon, and provides strategies for them to “thrive,” thereby contributing to overall economic growth.

• SDG 9: Industry, Innovation, and Infrastructure

  A significant portion of the article is dedicated to the importance of digital infrastructure and technology for small businesses. It emphasizes the “digital gap” caused by a lack of websites and outdated online profiles. The solutions proposed, such as launching mobile-ready websites, using AI for marketing, and adopting “service-first tech,” all fall under the umbrella of fostering innovation and upgrading technological capabilities within the small business sector.

Specific SDG Targets Identified

Based on the article’s content, specific targets within the identified SDGs can be pinpointed.

1. SDG 8: Decent Work and Economic Growth

   • Target 8.3: “Promote development-oriented policies that support productive activities, decent job creation, entrepreneurship, creativity and innovation, and encourage the formalization and growth of micro-, small- and medium-sized enterprises, including through access to financial services.”
     
     The article is a guide for small businesses to grow and succeed. It directly supports entrepreneurship by offering a “blueprint… to thrive.” It also touches upon the financial challenges of small operators, noting their “thin margins and limited credit lines,” which aligns with the target’s focus on access to financial services.

2. SDG 9: Industry, Innovation, and Infrastructure

   • Target 9.3: “Increase the access of small-scale industrial and other enterprises… to financial services, including affordable credit, and their integration into value chains and markets.”
     
     The article discusses how small businesses are strained by “limited credit lines.” Furthermore, its primary advice is about integrating these businesses into the digital market (“be visible where customers search,” “browsing and buying online more than ever”) to compete with larger players.
   • Target 9.c: “Significantly increase access to information and communications technology and strive to provide universal and affordable access to the Internet…”
     
     This target is directly addressed by the article’s focus on closing the “digital gap.” The mention of UENI building “fully functional, mobile-ready websites in under a week, for less than $100” is a clear example of providing affordable access to information and communications technology (ICT) for small businesses that previously lacked resources.

Indicators for Measuring Progress

The article mentions or implies several quantifiable metrics that can serve as indicators to measure progress towards the identified targets.

• Proportion of small businesses with an online presence

  This is a direct indicator for Target 9.c. The article provides a baseline by stating, “Two out of three small business owners either don’t have a website or aren’t happy with the one they do have.” Progress could be measured by a decrease in this proportion over time.

• Proportion of small businesses utilizing digital marketing tools

  This indicator relates to Target 8.3’s emphasis on innovation. The article suggests tracking the use of specific tools, noting that “Almost half of Google searches are local, but too many small businesses leave their profile blank or outdated.” It also highlights the use of social media, stating that “Instagram Reels alone get 22% more interaction than static posts.” Measuring the adoption rate of these tools would indicate progress.

• Level of investment in technology by small businesses

  This indicator connects to both Target 8.3 and 9.c. The article explicitly states that “Nearly 60% of small retailers now view technology as their ‘most critical investment’ for 2026 planning.” This percentage serves as a direct indicator of the perceived importance and actual investment in technology by the small business sector.

SDGs, Targets, and Indicators Analysis

Source: fortune.com