THE IMPACT OF DIGITALIZATION ON THE MODERN ECONOMY (FEATURES OF PRODUCTION AND CONSUMPTION DEVELOPMENT)

Digitalization is becoming a key driver of structural changes in the economy, covering both the production and consumer spheres. The expansion of digital platforms, algorithmic solutions, automation, and big data analytics is transforming classical mechanisms of production, exchange, and consumption. The article examines the features of economic functioning in the context of digital transformation: changes in the production contour, transformation of consumer behavior, evolution of employment, institutional challenges, and financial-economic consequences. The analysis emphasizes the need for coordinated adaptation of technological and regulatory frameworks to the new digital reality.