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The Government of Indonesia recognizes MSMEs as the main driver of economic growth as well as social welfare. Furthermore, Indonesia making MSMEs the priority of government policy. In fact, only 18% of Indonesia-s MSMEs currently use e-commerce through the use of websites and social media, and only 9% adopt a more sophisticated e-commerce strategy. It is important to assess how the involvement of e-commerce, in MSME business-to-consumer (B2C) relationships affects the success of micro businesses in the Indonesian retail sector. The Greater Jakarta area is the largest e-commerce market and trends show that the clothing category is the most popular. Seeing business opportunities, MSME Atkey developed a business engaged in online retail of apparel for young adult women. However, Instagram marketing strategies and distribution channels from Atkey have not been excellent. In this research, we conduct business coaching method an action research, using some of instruments such as collected qualitative data for mapping MSME condition and problem, then proceed the corrective action for improvement. The Pareto analysis for showing gaps reveals unoptimzed promotion channels, and ineffective workflow processes. Therefore, we restructured the Instagram marketing strategies and workflow business process for Atkey. We started exploring from industry analysis based on 5-s Porter, competitive analysis, STP (Segmenting, Targeting and Positioning), Promotion and Marketing Communication Strategy. This study designed to help Atkey in Optimization of Instagram Marketing and Efficiency of Workflow Business Process Using e-commerce in MSME Atkey to face business competition in maintaining the companys long-term sustainability.