РОЗВИТОК ЕЛЕКТРОННОЇ КОМЕРЦІЇ В УМОВАХ ДІДЖИТАЛІЗАЦІЇ СУСПІЛЬНОЇ ЖИТТЄДІЯЛЬНОСТІ
DEVELOPMENT OF E-COMMERCE IN THE CONTEXT OF DIGITALISATION OF SOCIAL LIFE

Summary/Abstract: The subject of the study is the organisational, economic and marketing aspects of the development of the electronic (digital) economy and e-commerce as the most promising segment of modern markets in the context of restrictions on direct contacts and movement of people due to measures to combat the COVID-19 pandemic and personal safety. The purpose of the article is to study the organisational, economic and marketing aspects of the development of the electronic (digital) economy and e-commerce as the most promising segment of modern markets in the context of restrictions on direct contacts and movement of people due to measures to combat the COVID-19 pandemic and personal security. The methodological basis of the article is based on the following methods: system-structural analysis and synthesis (in determining the set of factors of influence and its level on the electronic economy and commerce; determining the composition and structure of the digital economy and e-commerce); historical and monographic (in identifying the stages of development and territorial spread of e-commerce); statistical and economic (for establishing and analysing quantitative indicators of the status, trends and prospects of e-commerce development). Results of the article. As a result of the research, it was found that the following are of the greatest importance in the modern digital economy: digitalisation of business processes and organisational structure of enterprises with a view to their optimisation; digitalisation of document flow; and e-commerce. The latter is an independent and most progressive segment of the consumer market. The author identifies the main factors influencing the development of the electronic economy and, in particular, e-commerce; its main components and features of work in the online network; identifies the benefits and problems for organisations, employees and consumers. The scale, trends and prospects for the development of e-commerce are determined on the basis of analysis and synthesis, evaluation and diagnostics of quantitative indicators. Field of application of results. The results of the article can be used by representatives of small businesses that carry out e-commerce or plan to develop it; scientists, teachers and students of higher education institutions. Conclusions. Prospects for the development of e-commerce are associated with the promotion of the following areas and the use of the following tools: improving the institutional support for e-commerce and security (especially personal data) of its participants; involvement of marketing strategies based on their specificity in the online environment; establishing comprehensive aspects of behavioural economics and behavioural finance to monitor and predict and increase demand and form product offers; promotion of mobile commerce through the global.

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