PT. XYZ is an application-based e-commerce that focuses on selling women’s fashion products. The new business, which has been running since 2016 has experienced decrease in sales and profit because of inability to compete with its competitor such as Marketplace. Seeing from these problems, the business model of PT. XYZ will be evaluated using the Business Model Canvas approach to propose a new business model. Business Model Canvas is mapping the business model of a business into nine blocks that explain the general picture of the business in a short and easy to understand way, consist of Customer Segments, Value Propositions, Channels, Customer Relationships, Key Activities, Key Resources, Key Partnerships, Revenue Streams, and Cost Structure. The nine blocks will be analysed and processed using SWOT analysis to find out the business’ weakness, strengths, opportunities, and threats. The result of this research is a new business model for PT. XYZ to compete with its competitors.