Digital transformation of the agricultural market: factors of economic sustainability and the role of marketplaces in the development of the agro-industrial complex

This article examines the process and main trends of digital transformation of the agro-industrial complex, and analyzes the role of electronic B2B marketplaces in increasing the economic sustainability of agribusiness. Digitalization is penetrating deeper into all links of agricultural activity: from automated business process management systems to electronic platforms for trading agricultural products and resources. Particular attention is paid to identifying key factors of economic sustainability of agricultural enterprises, which form the basis of their competitiveness and adaptability to modern challenges. The relevance of the study is due to the need to improve efficiency in the context of limited resources, global competition and a dynamically changing market environment. Digital distribution channels, such as marketplaces, simplify access to a variety of goods and services, reduce transaction costs and create new opportunities for collecting and analyzing big data, which together strengthens the position of market participants. The study used statistical analysis methods, expert interviews with top managers of leading domestic agricultural companies, as well as official statistics and corporate reporting of a number of marketplaces. The results indicate that the integration of digital solutions is an important driver of economic sustainability of agro-industrial enterprises, contributing to increased profitability, increased productivity and reduced costs. The authors conclude that there is a need for targeted implementation of digital technologies and development of electronic platforms to strengthen cooperation between agricultural producers, suppliers and end consumers, which opens up prospects for further scientific and practical analysis of this issue.