Innovative business models of FMCG companies in the digital commerce ecosystem

in the context of accelerated digital transformation and the formation of global ecosystems, the traditional business models of the consumer goods sector (FMCG) are undergoing fundamental changes. The modern economic reality requires companies to introduce innovative approaches to value creation and delivery, where the key factors are the use of artificial intelligence (AI), the transition to direct sales channels (D2C) and the personalization of consumer experience. The relevance of the research is determined by the need to systematize new forms of interaction within the framework of the platform economy. Objective: to develop theoretical and methodological provisions and practical recommendations for the formation of innovative business models of FMCG companies in the context of the development of the digital commerce ecosystem. Methods: the work uses a systematic approach, general scientific methods of analysis, synthesis and comparison. The methods of structural and logical analysis were used to identify the links between digitalization and model transformation, as well as a case study (based on the experience of Vkusville) to detail the mechanisms for implementing innovative strategies. The theoretical basis consists of the works of domestic and foreign scientists in the field of digital transformation, platform economics and ecosystem theory. Results: a conceptual model for the transformation of FMCG business into a hybrid ecosystem (KMT FMCG-GE) has been developed, combining D2C channels, a platform-oriented strategy and data-based management using AI. The five most effective business practices (subscription model, data-driven customization, Phygital integration, platform collaboration and proactive demand management) are identified and systematized, and an algorithm for implementing the model through the creation of a "Data Core" is proposed. Conclusion: the digital transformation of the FMCG sector requires a transition from product-centricity to customer-centricity. A sustainable competitive advantage in the new environment is achieved through the synergy of technology and data, which allows companies to overcome dependence on traditional intermediaries and directly manage the consumer experience.

national payment system, bank card, Russian Federation, monetary transactions, non-cash settlements