FACTORS INFLUENCING THE DEVELOPMENT OF DIGITAL BUSINESS IN THE CONTEXT OF EUROPEAN INTEGRATION TRANSFORMATIONS

The article explores the factors that significantly influence the development of digital business systems in the context of European integration processes. The author emphasizes that the digitalization of the economy necessitates the modernization of Ukrainian enterprises in accordance with the legal, technological, and institutional standards of the European Union. Within this framework, the study examines a set of factors that shape the potential for digital transformation and determine the pace, scale, and effectiveness of implementing innovative solutions. In particular, the article provides a detailed analysis of technological, infrastructural, economic, socio-educational, regulatoryinstitutional, and security-related factors. Technological factors such as the implementation of artificial intelligence, business process automation, cloud technologies, and the use of IoT solutions enhance enterprise efficiency, adaptability, and competitiveness. Infrastructural factors–including the development of optical networks, regional digital infrastructure, and mobile platforms and applications–form the technical foundation for implementing digital services and expanding access across all regions of the country. Economic factors, including investments in digital transformation, digitalization of small and medium-sized enterprises, and cost optimization through automation, determine the financial capacity and innovation potential of companies. Socio-educational factors include digital literacy, changes in consumer behavior, and the growing demand for IT professionals, which together form the human capital base for digital advancement. Special attention is given to regulatory and institutional aspects, including the implementation of EU regulations (DSA, DMA) and the role of national initiatives such as “Diia” in creating a favorable digital environment. The security dimension is addressed through the analysis of cyber threats and the importance of investing in cybersecurity, which ensures the stability of digital platforms. Thus, the study presents a comprehensive vision of business digital transformation under the conditions of European integration, emphasizing the interrelation and combined impact of multilevel factors on the modernization of the Ukrainian entrepreneurial sector and its gradual integration into the common digital market of the EU.