THE ROLE OF FINANCIAL TECHNOLOGIES (FINTECH) IN THE DEVELOPMENT OF E-COMMERCE IN THE ERA OF TECHNOGLOBALISM

This article explores the role of financial technologies (FinTech) in the advancement of e-commerce within the context of technoglobalism. Financial technologies have become a driving force behind e-commerce growth, providing innovative solutions to streamline financial transactions, enhance security, and create more flexible business models. The aim of this study is to analyze the impact of digital payment systems, blockchain, smart contracts, and artificial intelligence on the transformation of business processes in e-commerce. The paper examines current trends in the development of financial technologies and their role in shaping the global digital economy. The advancement of FinTech promotes financial inclusion by expanding access to financial services for the population. Digital financial platforms enable small and medium-sized enterprises (SMEs) to participate in the global e-commerce market without relying on traditional banking services. This contributes to the expansion of the global digital economy and the creation of new business opportunities. Particular attention is given to ensuring financial security, reducing transaction costs, and increasing trust among market participants. The author emphasizes that despite numerous advantages, the widespread adoption of financial innovations in e-commerce is also associated with several challenges, including cybersecurity, personal data protection, and the regulation of financial technologies across different countries. Addressing these challenges requires the establishment of international standards and cooperation between governments, corporations, and multilateral institutions. The further development of digital financial solutions will facilitate deeper integration of e-commerce into the global economy, expand business opportunities, and enhance financial accessibility for all market participants. The methodological framework of the study is based on theoretical contributions in international economic research regarding the impact of financial technological innovations on e-commerce development. To achieve the research objectives, the study employs historical-logical methods, a system-functional approach to analyzing economic processes and interconnections, as well as factor and structural analysis.