COLLABORATION: IMPACT ON TRADITIONAL MARKETS, DEVELOPMENT PROSPECTS AND CHALLENGES

The article considers the phenomenon of collaborative consumption as an important factor influencing the development of traditional markets. Collaborative consumption, expressed in the exchange of goods and services between consumers through digital platforms, transforms business models and consumer practices. The study analyzes the main areas of impact of this model on key sectors of the economy, as well as the prospects for its further development. Particular attention is paid to the challenges that traditional companies face in the context of competition with collaborative consumption platforms, including issues of regulation, security and changes in consumer behavior. The article emphasizes the importance of taking into account social, environmental and technological aspects when adapting existing markets to new conditions.