EVOLUTION OF MARKETING NETWORKS IN E-COMMERCE: FROM THEORY TO A SUSTAINABLE DEVELOPMENT MODEL

The digitalization of commerce and the transformation of distribution channels for goods and services are driving the emergence of new forms of marketing networks, significantly reshaping traditional business models and the ways market participants interact. Marketing networks and market infrastructure reveal the fundamental foundations of this transformation by thoroughly describing the structure and operational principles of modern digital marketing networks amid the rapid development of e-commerce. This article aims to combine theoretical concepts with practical experience in the fields of fintech and marketplace solutions, providing a more comprehensive and multifaceted understanding of digital transformation processes. Moreover, we propose a simple mathematical model designed to assess the efficiency of individual network nodes — the key elements ensuring the stability and dynamic development of the entire system. The main goal of our research is to demonstrate how synergy can be achieved between scientific knowledge and an applied project approach in building sustainable digital ecosystems. Special attention is paid to the measurability of network interaction parameters, as this factor plays a critical role in forecasting, scaling, and efficiently managing modern digital platforms and e-commerce systems.