MODERN DIGITAL SOLUTIONS AND THEIR ROLE IN THE DEVELOPMENT OF E-COMMERCE

The purpose of this work is to study the main digital solutions that affect the current situation in the field of e-commerce and determine their role in the development of this area of commercial activity. Methodology. The methodological basis of this article was a systematic approach that made it possible to consider modern digital solutions and determine their role in the development of e-commerce as a system consisting of interconnected elements, which helps to analyze complex phenomena associated with the digitalization of e-commerce and determine the trends in its development in connection with the processes of digitalization. Results. This article provides the author’s definition of the concept of “modern digital solutions in the development of e-commerce”, reveals the substantive aspects of the use of these digital solutions in the field of e-commerce. The results obtained can be used for further development of problems related to the digitalization of commercial activities. Conclusions. E-commerce has become an integral part of global markets, opening up new opportunities for business entities, in particular through the introduction of innovative digital technology solutions that contribute to the growth of sales of companies operating in the field of e-commerce, improving their profitability and managing financial results. Companies also have the opportunity to improve the efficiency of payment processes for goods and services, and ensure reliable data protection. In addition, by predicting consumer demand and purchasing decision patterns, e-commerce companies can better apply available data to anticipate future trends in demand for goods and services.