Due to social distancing laws and crowd control as a means of avoiding the spread of COVID-19 since 2020 had required retail companies to adopt digital transformations in their business systems. Consumers who formerly shopped mostly offline at shopping malls are now more likely to shop online at E-Commerce/Marketplaces because of these social restrictions. With the following fall of certain spending, businesses must engage in marketing operations to preserve income in times like these, whether it's prospecting for new potential customers, remarketing potential customers, or keeping relationships with existing customers. This opens a new opportunity for vertical e-commerce with narrow target audience’s category to optimize their revenue growth using Customer Relationship Management (CRM) technology. However, with direct impact to operational cost, retail companies could face a complex challenge to choose the CRM software that best fits their needs and consider. Therefore, this study tries to explore the complexity to help them choose the best CRM software solution during and after the COVID-19 pandemic, particularly in Indonesia. Soft system methodology approach that includes system diagram and multi-actor analysis will be used in this research to give clear understanding on the problem and criteria to help the decision-making process by the E-commerce company.