ONLINE TRADE: OPPORTUNITIES AND CHALLENGES IN THE DIGITAL ERA

Online commerce has become a fundamental pillar of the contemporary global economy, redefining the way businesses and consumers interact through its wide accessibility and the flexibility it offers. This form of commerce allows consumers to access products and services globally, at any time, while also making it easier for businesses to access international markets without the need for physical space. At the same time, through the use of modern technologies such as artificial intelligence and advanced data analysis, online commerce offers a highly personalized shopping experience oriented to the individual needs of consumers. However, the development of online commerce also comes with a number of major challenges. Data security risks, dependence on high-performance technology infrastructures and intense competition between platforms are just some of the difficulties that companies must manage in order to remain competitive. Within this digital ecosystem, business models such as B2C (Business to Consumer), B2B (Business to Business) and C2C (Consumer to Consumer) are constantly adapting to meet the demands of a constantly changing market. As innovative technologies such as augmented reality and mobile commerce become an integral part of the online shopping experience, e-commerce is solidifying its pivotal role in the global economy. This article examines the impact of these trends on the market and on consumer behaviour, highlighting both the opportunities and challenges that online commerce brings in a digitized world.