Вплив цифровізації на розвиток електронної комерції та її правове регулювання

This scientific article is devoted to the analysis of key aspects that arise in connection with the digitalization of the economy and the growth of electronic commerce. The impact of technology on business models, legal regulation of electronic transactions, protection of consumer rights and cyber security issues are investigated. The article emphasizes that digitization opens new opportunities for business, in particular through the implementation of digital platforms, omnichannel strategies and process automation. Digital platforms such as Amazon and Alibaba are becoming important tools for business globalization as they facilitate access to international markets, reduce the need for physical infrastructure, and enable the integration of business processes. The legal regulation of electronic transactions and contracts has been studied. It is noted that the development of e-commerce requires legal certainty, regarding electronic signatures, electronic documents and digital identifiers. There are differences in approaches to these issues in different countries, which creates challenges for cross-border trade. In Ukraine, this issue is regulated by the Law «On electronic identification and electronic trust services», which meets EU standards, particularly the eIDAS Regulation. Challenges related to the protection of consumer rights in the digital economy are analyzed. Consumers face new risks such as privacy breaches and fraud in the online environment. International standards, such as GDPR, ensure a high level of personal data protection, while Ukrainian legislation needs further harmonization with international norms to increase the level of consumer rights protection. The policy of cyber security in the field of implementation of legal relations in electronic commerce was studied. Data protection, cybercrime prevention and information security are becoming key challenges for national governments and international organizations. It is important to implement international standards, such as PCI DSS, which guarantee the security of payment card data during their processing and storage. The fact that digitalization, on the one hand, requires adaptation of legal regulation to new conditions, but on the other hand, creates new opportunities for improving legal mechanisms, is summarized. Studying these aspects allows for a deeper understanding of how to adapt legal systems to further the development of e-commerce and ensure a balance between innovation and the protection of the rights of participants in the digital economy.