Traditional markets serve as vital hubs for direct transac ons, characterized by bargaining and social interac on. These markets, comprising kiosks, stalls, and open spaces, are integral to the opera ons of Micro, Small, and Medium Enterprises (MSMEs). MSMEs, defined globally by size, revenue, and workforce, play a pivotal role in the economy, par cularly in developing countries like Indonesia. They account for approximately 60% of GDP and 97% of employment in Indonesia, demonstra ng their importance in job crea on, poverty reduc on, and economic innova on. This study examines the influence of digital marke ng on MSMEs in tradi onal markets in Surabaya City, exploring its advantages and disadvantages. It also inves gates the rela onship between gender, income, and technology adop on among MSME actors. Findings reveal no significant correla on between gender and the use of social media, mobile phones, or payment methods, highligh ng equitable access to technology. Similarly, income dispari es do not affect the intensity of technology usage, sugges ng inclusive technological adop on among MSMEs. Key challenges for MSMEs include limited access to financing, digitaliza on gaps, and regulatory barriers. However, support from governments and organiza ons—through financial assistance, capacity building, and technology integra on—has empowered MSMEs to adapt and compete. This study underscores the cri cal role of digital marke ng in enhancing MSME compe veness in tradi onal markets.