The new digital environment and the COVID-19 crisis, having drastically increased the amount of teleworking and e-commerce, seem to havebenefited GAFAM and digital platforms. Under the current conditions, SMEs and traditional businesses are forced to look for adaptive strategies. Some argue that they need to build entrepreneurial and organizational resilience (Carmeli and Markman, 2011). And it is in this respect, in particular, that psychology can be usefully mobilized to analyze new forms of economic competition. On these grounds, the authors of the paper defend the idea that the SMEs and traditional businesses will be able to exist and assert themselves against their new competitors. In this new interconnected, turbulent and uncertain environment, this self-assertion passes through a strategic and organizational reconfiguration, but also and above all, through entrepreneurial action in its effectual logic which can lead to resilience and, moreover, to antifragility.