THE ROLE OF DIGITAL PLATFORMS IN THE TRANSFORMATION OF BUSINESS MODELS OF ENTERPRISES

The article is devoted to the analysis of digital platforms and their impact on the transformation of business models of enterprises. The author examines such factors of business digitalization as structural changes, competitive strategies and process optimization. The research aims to identify the economic and strategic implications of the introduction of digital platforms. The paper analyzes scientific publications, data on digital platforms and their application in economic sectors. A comparative method, an analytical review of the literature, as well as an empirical analysis of successful examples of the introduction of digital platforms in Russian companies are applied. The study showed that digital platforms provide competitive advantages by automating processes, increasing operational efficiency, and personalizing customer interaction. The directions of transformation of business models are revealed: reduction of transaction costs, formation of digital ecosystems, expansion of channels of interaction with consumers. However, along with the benefits of digitalization, there are risks associated with market monopolization and regulation of the digital environment.