THE IMPACT OF E-COMMERCE AND DIGITAL PLATFORMS ON THE TRADITIONAL ECONOMY / ВЛИЯНИЕ ЭЛЕКТРОННОЙ ТОРГОВЛИ И ЦИФРОВЫХ ПЛАТФОРМ НА ТРАДИЦИОННУЮ ЭКОНОМИКУ

Over the past two decades, the economy has undergone significant changes due to the development of technology and the spread of the Internet. E-commerce and digital platforms have become important players in the market, changing traditional business models. The study is relevant for several reasons. The acceleration of digitalization in the context of the COVID-19 pandemic has forced companies to rethink their business models. The transition to online platforms has become a key factor for survival, and those who do not adapt risk losing customers. Changing consumer habits underscore the importance of this study. Shoppers prefer online shopping due to convenience and accessibility, which requires traditional stores to rethink their role. Finally, the shift to e-commerce affects the employment structure. New technologies can create more jobs in the service sector, which requires retraining of workers. The purpose of this study is to comprehensively analyze the impact of e-commerce and digital platforms on the traditional economy. The key objectives arising from this goal include: • Studying changes in consumer behavior; • Analyzing the impact of e-commerce on various sectors of the economy; • Researching the economic impact: to identify how e-commerce affects sales, employment levels and market structure. • Developing recommendations: to formulate practical recommendations based on the data obtained. This paper uses a comprehensive approach to analyze the impact of e-commerce on the traditional economy. First, a qualitative analysis of existing literature, including studies, articles, and reports on the topic, is conducted. Then, a quantitative approach is used to assess the impact of e-commerce on various sectors of the economy using statistical data and indicators such as sales volume, employment, and market structure. The obtained results of the analysis can be useful for companies not only to minimize potential losses, but also to effectively adapt to the conditions of growing e-commerce. Adaptation of strategies and implementation of modern technologies will contribute to long-term competitiveness and successful development of business in a dynamic market.