The objective of this research is to analyze how the process of identifying and exploring entrepreneurial opportunities in the digital scenario in Aracaju/SE occurs. Methodologically, this research adopts a qualitative approach and the data were collected through a semi-structured questionnaire. For the analysis, the content analysis technique was used. The results revealed that the identification of digital entrepreneurial opportunities is driven mainly by financial need. The awakening to market needs occurs through inspiration from existing businesses, observation of demands, privileged information, customer feedback and social influences. Among the difficulties faced are the lack of financial accessibility, logistical challenges, finding suppliers and marketing management. In the exploration process, entrepreneurs focus on advertising, financial and administrative activities, in which stand out with customer-centric strategies, such as gifts, affordable prices, innovation in social networks and use of feedback.