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The rapid development of e-commerce in Indonesia encourages young generations, particularly university students, to acquire digital marketing skills to utilize opportunities for digital entrepreneurship. This study aims to analyze the needs of students in Jambi Province for Shopee-based digital marketing training. A descriptive quantitative approach using a survey method was employed, involving students who actively use Shopee and have an interest in entrepreneurship. Data were collected through a Likert-scale questionnaire and analyzed descriptively to calculate the average scores of each item and aspect. The results show that students have a high interest in developing digital-based businesses (mean 3.98), a good understanding of basic digital marketing concepts, although some still require deeper knowledge (mean 3.91), and a high need for Shopee-based digital marketing training (mean 4.10), particularly in creating attractive product content. These findings indicate that students are ready and open to practical and structured training, which is expected to enhance their competencies in digital entrepreneurship and contribute to regional and national economic growth.

Digital marketing, Shopee, Training, Students, E-commerce