DIGITALIZATION OF ENTERPRISE LOGISTICS PROCESSES IN THE DATA ECONOMY: CHALLENGES, TOOLS, FINANCIAL AND ORGANIZATIONAL EFFECTS

The article is devoted to the analysis of the processes of digitalization of logistics operations of enterprises in the context of the emerging data economy, which is characterized by the rapid development of new business models, the spread and adoption of information technologies and digital solutions. Purpose: to substantiate the features and challenges of the data economy and identify potential areas for increasing the efficiency of enterprise logistics processes in the emerging new conditions. Research design: the analysis of the digitalization processes of enterprise logistics operations was carried out in the context of the emerging data economy, which is characterized by the rapid development of new business models, the spread and adoption of information technologies and digital solutions. The paper considers the main challenges faced by companies on the path to digital transformation of logistics, including the integration of new technologies, ensuring cybersecurity, adapting employees to the digital environment and overcoming the limitations associated with the imperfection of infrastructure solutions. Results: The authors show that digitalization of logistics not only contributes to increasing the operational efficiency of enterprises, but also opens up new opportunities for creating competitive advantages, discusses the risks and limitations that may hinder the successful implementation of innovative solutions, significant advantages include reduced operating costs, reduced product delivery times, higher accuracy and reliability in planning and forecasting, as well as a higher level of cooperation and communication with suppliers and customers.