The speed of progress in information technology has evolved continuously and has changed the way entrepreneurship is carried out in running its business. The rapidity of internet users also influences economic development indicated by the shifting of the idea of buying and selling transactions which previously emphasized face to face, now it is more comfortable and done without face to face or known online. This study aims to provide an overview and examine the use of social commerce, the uniqueness of resource capabilities and competitive advantage in influencing the business performance of MSMEs in Jambi Province. The study also explores the competitive advantage of mediating social commerce and the uniqueness of resource capacity to the business performance of MSMEs in Jambi Province. This research was conducted in three districts in the Jambi Province, namely Jambi city, Tanjung Jabung Barat district, and Sungaipenuh city. The research method used is quantitative research and verification with Smart PLS application version 3.0. The unit of analysis of this study is MSMEs with an observation unit that is the manager of MSMEs businesses in the three locations of research objects. The number of respondents used was 150 selected MSMEs business units from two cities and one district, namely Jambi city, Sungai Penuh city, and Tanjung Jabung Barat District, representing Jambi Province. The results show that social commerce had a significant influence on competitive advantage. Still, on the other hand, it shows that the uniqueness of resource capabilities did not have any substantial impact on competitive advantage. Social commerce did not have any significant effect on the business performance of MSMEs in Jambi Province, as well as the uniqueness of resource capabilities, apparently not significantly influenced the business performance of MSMEs in Jambi Province. On the contrary, competitive advantage can control MSMEs Business performance in Jambi Province. However, the model of social commerce utilization and the uniqueness of resource capabilities affect the business performance of MSMEs in Jambi Province, mediated by competitive advantage.