This study aims to explore how IoT technologies can enhance the efficiency, transparency, and flexibility of supply chains in startup businesses, addressing the potential benefits and challenges. A qualitative research methodology was adopted, utilizing semi-structured interviews with 22 participants from various startup companies engaged in supply chain operations. Data analysis was performed using thematic analysis to identify key themes and concepts. The research findings indicate that IoT technologies significantly contribute to improving supply chain efficiency, transparency, and flexibility. Furthermore, the integration of IoT with blockchain technology enhances trust and security within supply chains. However, data security and privacy concerns were identified as major challenges. The study concludes that IoT technologies hold substantial potential to provide competitive advantages to startup businesses in their supply chain operations. Effective management of security and privacy challenges is crucial for maximizing the benefits of IoT integration.