Supporting Small Business Recovery Using Digital Technology

by Maria S. Salinas

The pandemic has been devastating for the small business community in the Los Angeles region. Businesses led by women and people of color have been disproportionately impacted – serving as yet another reminder: it’s the most vulnerable who are often the hardest hit in any economic disruption. In California, businesses led by people of color closed at a higher rate than others, with just 74% reporting they were currently operational, compared to 82% for other small businesses.



Many businesses stayed open by adapting, pivoting, and reinventing themselves digitally – setting up online ordering and delivery, marketing new products on social media, and reaching existing and new customers through digital technology. For many, making the digital shift made the difference between keeping their business open and closing their doors.

Even before the pandemic, people were spending more of their time and money online, and businesses were increasingly transitioning to digital to reach them. The trend accelerated dramatically during the pandemic; having a digital storefront and brand, taking online orders, and finding innovative methods of reaching customers remotely became a necessity for every business.



We saw this at the Chamber and it further fueled our drive to assist the small business community to adapting digitally, especially for women and minority owned businesses. We spoke with Facebook Chief Operating Officer Sheryl Sandberg to discuss the powerful role that technology solutions can play in economic recovery. She gave multiple examples of how small businesses took advantage of social media and other tools to keep their business going. Ensuring that there is access to affordable technology and resources is key if we are to have an equitable economic recovery, watch the discussion here.

To learn more about the innovative resources, tools, and techniques for small businesses, join the L.A. Area Chamber for our Small Business Summit. Be inspired by amazing entrepreneurs, learn how to find capital for early stage companies, micro enterprises or to scale your business, understand how to utilize platforms like Amazon for business growth and much more. Register here.