E-commerce and Its Impact on the Business Environment

The aim of the article. The purpose of the study was to revel the essence, models, forms and tools of e-commerce, to summarize existing problems that negatively affect the development of e-commerce and possible directions for their solution. Analysis results. As a result of the comparative analysis, it was established that e-commerce is a part of electronic business and is a process of buying and selling goods or services via the Internet or other digital networks, covering online transactions, electronic payments, ordering and delivery of products. It uses various digital tools, including payment systems, online advertising, mobile applications for shopping, and allows access to the global market, regardless of the geographical location of the seller or buyer. Various models and forms of company presence on the Internet are identified and characterized. The components of e-commerce are summarized and defined, among which attention is focused on the application in practical activities of various tools, including online stores, electronic payment systems, customer interaction management systems, logistics, analytical systems and marketing tools. As a result of the analysis of various scientific views, the advantages of e-commerce and traditional forms of sales are revealed, which indicates the possibility of their simultaneous existence. Based on the analysis of secondary data, the most common problems and challenges that currently negatively affect and may affect the development of e-commerce in the future have been identified and summarized. The main directions that positively affect the opinions of buyers and their decisions to make online purchases, as well as will contribute to the further development of e-commerce, have been outlined. Conclusions and prospects for further research. The rapid development of e-commerce directly affects various types of businesses. Therefore, the immediate priority is to quickly develop and implement new technologies for promoting and selling goods online through various online channels. E-commerce marketing tools should be aimed at providing potential buyers with a more personalized experience that will increase the efficiency of trade and the level of conversions. Such state-of-the-art tools should be used by implementing technologies such as neural networks, machine learning, AI-based recommendation systems, big data science methods, and autoregressive models. The use of e-business in commercial operations requires consideration of endogenous and exogenous elements that influence it. Given the importance of both variables for relationship-based marketing and the opportunities of e-business in the competitive struggle, companies should apply and work to strengthen digital marketing capabilities and strategies to contribute to the effectiveness of their organization, growth and survival in globalized trade, and gaining competitive advantages, as well as apply e-marketing as a new technological activity. Therefore, future scientific research will be aimed at studying the factors that stimulate the development of e-commerce and their impact on the formation of eCommerce marketing strategies.