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Developing of micro, small and medium business based on Islamic sharia economic law, should be developed not only based on the capital requirements as an important role in the management of UMKM, but its also as the current challenges in the 4.0 era, the develop of netwrok expansion and the media use are absolutely necessary. The marketing system in this era is not only focus on the area of limited nature, but it has been come in the digital marketing area, where the actual market share is no limit, wider and also more numerous. Therefore, based on the sharia economic approach, there needs to be synchronization and developing in the UMKM to be able to make innovate and develop in the direction of digital. The focus of research on UMKM in the District of Pontang, Domas Village, Serang Regency, Banten Province, is based on the typical food “Bontot”, which uses Payus fish as the main ingredient, where they still uses conventional methods and marketing approaches untill now. This study aims to provide an overview of : 1) How is the readiness of UMKM in facing challenges of era 4.0; 2) How is the role of Islamic economic development at UMKM. This research uses a descriptive qualitative approach with emphasis on the level of observation and in-dept interviews. Validation of the data in this study was carried out by credibility and contributed to the research.