Маркетплейси як основа електронної комерції: технологічний потенціал та інвестиційні горизонти

The article highlights the theoretical aspects of e-commerce as the foundation of the modern economy. The study examines the main trends in the industry’s development and emphasizes its rapid growth worldwide. It analyzes the theoretical foundations of marketplaces and their role in the platform economy. An important component of the study is the analysis of the dynamics of the total value of goods sold on marketplaces and the examination of the largest marketplaces by gross profit. In particular, special attention is paid to digital innovations and technologies that form the basis of their operations, including artificial intelligence (AI), blockchain, robotics, data analytics, Internet of Things (IoT) technologies, and cloud computing. The authors provide a detailed analysis of the role of these technologies in optimizing business processes and forecast their growth rates in the coming years. It is predicted that the demand for the implementation of digital innovations and the amount of investment in their adoption will continue to grow in the years ahead. Special attention is given to the comparative analysis of investment volumes in digital innovations by leading marketplaces such as Rozetka, Amazon, Walmart, and Alibaba. Within the framework of the analysis, the amount of investment and the impact of technologies on business performance are determined. The article emphasizes the importance of implementing digital technologies and their positive impact on company development. The study devotes considerable attention to the advantages and disadvantages of integrating digital innovations into company operations, focusing on enhancing companies’ adaptability to changing market conditions and their ability to respond quickly to customer needs, as well as challenges related to investment costs and cybersecurity. The authors conclude that the results of this study provide a better understanding of the economic impact of digitalization on e-commerce and help identify optimal approaches for implementing cutting-edge technologies in the operations of marketplaces.