E-COMMERCE AS AN AREA OF IMPLEMENTATION OF INNOVATIVE DIGITAL SOLUTIONS

The purpose of this article is to consider e-commerce as an area of implementation of innovative digital solutions. The methodological basis of this article is a systematic approach, which allowed the author to structure and systematize innovative digital solutions that determine the technological level of development of modern e-commerce. The methodological basis of this work should be the analysis of statistical information, structuring of elements of the influence of digitalization on e-commerce, generalization of the obtained research results. In the article, e-commerce is considered as an area of implementation of innovative digital solutions, as a special part of commercial activity, in which the integration of a set of innovative processes and technological solutions aimed at automation, optimization of commercial activity through the use of various digital technologies in the context of the active development of the commercial online environment takes place. The obtained results can be used for further development of the problem of digitalization of commercial activity. The rapid development of digital technologies is fundamentally changing approaches to doing business, affecting all its aspects: from marketing to operations. Companies that adapt to trends in time gain competitive advantages in the market. and expand the range of interaction with customers through the use of digital communication channels (digital stores, contact centers, mobile versions of the site, digital mobile applications, etc.), forming fundamentally new strategic approaches to commercial activities.