STRATEGIC MANAGEMENT OF ONLINE BUSINESS IN CONDITIONS OF SYSTEMIC CRISES USING THE EXAMPLE OF MARKETPLACES

The article examines the key problems of strategic management of online business, which made it possible to highlight a number of strategic approaches, as well as consider the role of online business in their implementation using the example of international online marketplaces. The advantages of online business are substantiated: reducing transaction and advertising costs, expanding the trading space, creating new opportunities for outsourcing, for automating trade and technological processes, for marketing research, for reducing the costs of creating traditional trading companies, etc. It is proven that e-commerce not only transforms traditional business models, but also acts as a strategic resource for overcoming crisis situations, providing enterprises with stability and opportunities for growth. Strategic management of the implementation of e-commerce at domestic enterprises is a key factor in the success and viability of businesses in times of crisis.