The continuous development of technology and the internet makes it easier for businesses to penetrate the global market. Hence, business owners must adapt to it. The best way to utilize the internet, especially for an online business, is by using social media as a marketing tool because of its features and a great number of users. MMM shop, a Korean pop merchandise online store, wants to assess if their current strategies in using their social media platforms as a marketing tool are effective and how can they improve it as they expand globally. This research assessed the financial and non-financial metrics of the MMM Shop’s social media as a marketing tool through the shop’s 2021 financial records and data gathered from 70 respondents who are customers of the shop from both local and international. The results of this research will help the owners in knowing the demographics, preferences, assessments, and recommendations of their customers. It will also help the researchers to come up with recommendations that will help the owners and other online business owners in utilizing their social media platforms as a marketing tool in the most effective way that will address the gap in their current strategy and give them more potential in succeeding as a globally competitive business.