TRANSFERRING OFFLINE BUSINESSES ONLINE

This article explores the process of transitioning an offline business to an online format, focusing on the new opportunities and challenges arising in the digital marketplace. The study highlights the main reasons businesses opt for an online presence, emphasizing the importance of adapting to changing consumer behaviours, expanding market reach, and increasing operational efficiency. It delves into the technical aspects of online trading platforms, comparing different solutions and their suitability for various business models. The article examines the concept of e-commerce – alongside synonyms such as electronic commerce and electronic business – defining it as the purchase and sale of goods and services via electronic communication means. It discusses the influence of the Internet’s development on the expansion of e-commerce and outlines the advantages of conducting business online, including wider customer reach and lower operational costs. Moreover, the article addresses the legislative framework regulating online business activities, highlighting potential obstacles and legal restrictions. It analyses leading Ukrainian and foreign e-commerce platforms, assessing their strengths and weaknesses. Various online advertising methods and the use of online platforms as marketing tools are discussed. The article also considers important aspects such as domain name selection, the integration of electronic payment systems, and the choice of logistics for online businesses. Furthermore, the article studies current technological trends shaping the future of e-commerce, including the role of artificial intelligence, hyper-personalization, voice commerce, and the adoption of augmented and virtual reality. Emphasis is placed on the significance of building a comprehensive digital strategy to achieve a seamless customer experience and long-term business success. This study is relevant for business owners, entrepreneurs, marketers, and scholars interested in understanding how to successfully migrate traditional businesses into the digital space and thrive amidst dynamic technological transformations.