Modern directions of digital transformation of business in the field of e-com

the purpose of the study is to analyze the trends of digital transformation in the field of electronic commerce (e-commerce) and identify the underlying factors determining the effectiveness of digital change in the context of global competition. The article summarizes the results of the analysis of modern research in the field of digital business transformation in the e-commerce sector, reveals key trends and strategic guidelines for the digital development of enterprises. Methods: the research uses methods of systematic and comparative analysis, content analysis of scientific publications and analytical reports on digital transformation in the field of e-commerce, as well as a case study based on examples of successful digital transformations of Russian and foreign companies. The method of structural and functional modeling is used to identify the interrelationships between technological, organizational and economic aspects of business digitalization. The theoretical and methodological basis was formed by the concepts of the digital economy, platform ecosystems, as well as modern approaches to project management and innovation in a digital environment. Results: the analysis made it possible to identify key areas of digital transformation in e-commerce: the development of omnichannel strategies, the integration of artificial intelligence and big data technologies, the introduction of generative AI tools, the formation of sustainable (ESG-oriented) business models, as well as strengthening the role of platform ecosystems and cybersecurity systems. It has been established that digitalization contributes to the growth of operational efficiency and competitiveness of enterprises, reducing transaction costs and improving customer experience. The risks of digital transformation have been identified, such as technological inequality between large and small enterprises, staff shortages, and resistance to changes in corporate culture. Based on the analysis of forecast data, trends in the future development of e-commerce are highlighted: the expansion of international marketplaces, the introduction of autonomous logistics, the use of sustainable business models and increased regulatory requirements in the field of digital transparency. Conclusions: The study confirmed that digital transformation in the field of e-commerce is an integral element of modern strategic management, ensuring the transition from traditional business models to adaptive digital ecosystems. Digital technologies – artificial intelligence, data analytics, automation, omnichannel solutions – form the basis of a new management paradigm that increases the sustainability and innovation potential of a business. At the same time, the successful implementation of digital strategies requires a systematic approach, including the revision of management methodologies, the development of digital competencies of personnel and the formation of an organizational culture open to change. Digital transformation should be considered not as a technological project, but as a long-term development strategy aimed at creating an intelligent, sustainable and competitive business environment.

digitalization, digital transformation, e-commerce, artificial intelligence