ECONOMIC EFFICIENCY OF IMPLEMENTING DIGITAL PLATFORMS IN SMALL AND MEDIUM-SIZED BUSINESSES

The digitalization of small and medium-sized businesses is mainly carried out through the implementation of platform-based solutions that ensure access to online sales channels, automation of management processes, and integration with external counterparties. The article considers methodological approaches to assessing the economic efficiency of digital platforms, their impact on production and transactional parameters, and the degree of adaptation to SME conditions. The empirical case base is analyzed to identify ROI parameters and the sustainability of implemented solutions. Special attention is paid to the limitations of scaling digital solutions, including institutional, technological, and infrastructural barriers.