Abstract
This study investigates the dynamics of brick-and-mortar versus click-and-mortar microbusinesses, focusing on the
strengths, weaknesses, opportunities, and threats (SWOT) within the local context of Balayan. Ten purposively sampled
microbusiness entrepreneurs were examined using the SWOT method. The findings underscore the significance of
product assessment, communication, and customer experiences in cultivating trust. Sensory experiences and
competitive pricing emerge as strengths, while challenges such as poor sales necessitate strategic interventions.
External factors, particularly technological advancements, exert influence on the retail landscape. Key strategies include
competitive pricing, flexibility, and an understanding of customer behavior. The study highlights growth potential in
tailored experiences but acknowledges the risks posed by e-commerce competition. Additionally, a SWOT strategic plan
is developed to leverage internal and external strengths and opportunities while mitigating weaknesses and threats.