Merdeka Retail is a company engaged in the retail sector, namely supermarkets that market a variety of basic needs products, such as groceries, household equipment, school supplies, electrical equipment, cosmetics, baby clothes, adult clothes, shoes, sandals, and others. In its business process, the Merdeka Retail store has problems, including that Merdeka Retail has experienced a decrease in revenue because many of its customers have switched to shopping online because it is more practical. This research aims to develop the Merdeka Retail business using the Business Model Canvas (BMC) approach and SWOT Analysis. SWOT analysis is applied to see the strengths, weaknesses, opportunities and threats at Merdeka Retail. Using the Business Model Canvas and SWOT Analysis will help in implementing Merdeka Retail's business development strategy so that it can compete with more modern stores that already utilize technology. Data obtained through interviews, observation, and documentation. This research resulted in a strategy that Merdeka Retail can digitalize by utilizing telecommunications and information technology to develop its business. The results of this strategy are the objectives of the new Business Model Canvas which are carried out on all elements by implementing a market penetration strategy, market development to reach a wider customer segmentation.