INTEGRATION OF SOCIAL NETWORKS IN E-COMMERCE PRACTICE

Modern e-commerce is undergoing a rapid evolution that spans almost all consumer sectors and is characterized by the dominance of mobile commerce, deep personalization of offers, and the active development of social and voice commerce. The integration of shopping functionality directly into social networks, complemented by the widespread use of artificial intelligence to significantly improve the customer experience, indicates a transition to more interactive and convenient forms of online trading, where interaction with the user becomes a central element of success. Influencer marketing plays a special role in this process. Due to their significant presence and high level of trust among followers, influencers have a significant impact on consumer preferences and decisions. Research shows that influencer marketing is a highly effective tool that not only reaches a large audience, but also actively shapes their attitude towards a product or service, stimulating specific purchases or other targeted actions. This trend highlights the critical importance of integrating social media and influencer strategies into modern e-commerce practices to achieve competitive advantage.