VIRTUAL MARKETS AND THE LEVEL OF THEIR DIGITAL CULTURE

Virtual markets are a tool for the development, testing and implementation of digital technologies, as they are a digital field for this, the basis for organizing the functioning of all business processes on the Internet. Generation Z is a modern generation that actively uses and applies digital technologies, actively uses all the advantages of the virtual market both for personal purposes and for solving business problems. The advantages of the development of virtual markets, the features of the development of digital culture in virtual markets are considered. At this stage of scientific research, we note that in order to increase the level of digital culture, it is important to comply with the general rules and requirements of the organization of virtual markets: openness of market transactions and transparency of business processes on the Internet; formation of favorable economic relations; high activity in promoting innovations and digital technologies with descriptions and promotions for the installation and adaptation of digital applications in virtual markets; personalization and a customer-oriented approach when developing a strategy for the development of virtual markets