Abstract
The growing integration of data science into e-commerce has significant implications for responsible economics and accountable commerce, particularly for Micro, Small, and Medium Enterprises (MSMEs operating within entrepreneurial ecosystems. This paper explores how data-driven technologies such as big data analytics, artificial intelligence, and machine learning enable MSMEs to enhance decision-making, improve operational efficiency, and foster sustainable business practices in digital markets. By leveraging data science, e-commerce platforms can promote transparency, accountability, and inclusivity while supporting MSME growth and ecosystem resilience. The study examines the interaction between data infrastructure, platform governance, institutional support, and entrepreneurial actors in shaping responsible digital commerce. It also addresses ethical and managerial challenges, including data privacy, algorithmic bias, unequal access to analytics capabilities, and regulatory compliance. Drawing on conceptual frameworks and empirical insights, the paper highlights how responsible application of data science can strengthen entrepreneurial ecosystems, improve MSME competitiveness, and contribute to accountable and sustainable economic development.
Keywords: MSME, Entrepreneurial ecosystems, Data science, E-commerce.
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