A startup usually starts from an organization of a small scope, where the organization applies technology to help the survival of its business. Startup is the phenomenon in today's technology era, especially in Indonesia. This is evidenced by data onto startup rankings that Indonesia ranks fifth in the number of startups in the world as of March 2021. There is a startup namely X startup which offers an integrated shopping experience for customers. This startup has been around for 2 years. X startup has targets to be achieved where there are three points of concern, namely conversion sign up, user growth, and website traffic. These targets affect the running of the business at X startup, so it requires an evaluation of the business model that has been applied so far. This research is qualitative where interviews were conducted with a project control from the marketing division, senior digital marketing, a liaison from customer support and a liaison from the technical team. From the results of the analysis that has been processed, it is found that the factors of the domain on the business model canvas are expected to be a benchmark in future business models. The result of this research is the domain that becomes the recommendation of X startup.