Sitty Alwiyah Lihawa. Student ID Number 911418157. 2024. "Performance Analysis and Businessmen Strategy amid the Burgeoning E-Commerce in Gorontalo City" Undergraduate Thesis, Study Program of Economics Education, Department of Economics Education, Faculty of Economics, Universitas Negeri Gorontalo. The Principal Supervisor is Dr. Umin Kango S.Pd, M.Si. & The Co-supervisor is Agil Bahsoan, S.Ag., M.Ag. This research aimed to analyze the performance and strategies of MSME actors amid the burgeoning E-Commerce at MSME BananaRoll Au. This research used qualitative methods, where the data collection technique used was interviews with the MSME owners and employees of BananaRoll Au, The research findings revealed that the Banankolladar Set strategy by employing three factors, namely opportunity, human resMEGEND Yechnology. However, to reach more development, BananaRoll Au marcel Facebook, and Instagram as attractively aspi ts through WhatsApp. Keywords: Performance Analysis, Businessman Strategy, E-Commerce