РЕСУРСНЕ ЗАБЕЗПЕЧЕННЯ У ФОРМУВАННІ РЕЗИЛЬЄНТНОСТІ ПІДПРИЄМСТВА В УМОВАХ БІФУРКАЦІЙНИХ ЗМІН

This article is dedicated to a comprehensive study of the fundamental role of resource provision in shaping the sustainability and resilience of e-commerce enterprises amidst bifurcation changes. The modern business landscape is characterized by high dynamism, unpredictability, and an increasing frequency of bifurcation points – critical moments that demand fundamental transformation and adaptation. In this context, an enterprise's ability not only to survive under the impact of sudden, non-linear shocks but also to proactively adapt, rapidly recover, and discover new opportunities for development becomes a crucial factor for competitiveness and long-term success. The study elaborates on the impact of various types of resources on the resilience of e-commerce businesses. It highlights the significance of human resources – qualified, adaptable personnel possessing the necessary competencies and capable of learning, as well as effective leadership and a developed corporate culture that supports change. Special attention is given to technological resources, including reliable IT infrastructure, modern software, cybersecurity, and system scalability, which form the basis for the continuous functioning of online platforms. The influence of information resources on making quick and informed decisions, as well as material resources on supply chain stability, is also investigated. The role of financial resources is examined, as they ensure the efficiency of e-commerce businesses, the ability to invest in development, and absorb economic shocks. A key element of the research is the empirical analysis of the financial expenditure structure of e-commerce enterprises in dynamics over the past three years. This analysis revealed and highlighted their direct impact on revenue and market positions of companies. Specifically, attention is focused on marketing and logistics costs, as the promotion of products and services in e-commerce is carried out through various digital channels. It is emphasized that marketing costs in e-commerce constitute a significant share of a company's total budget, potentially reaching 20–25%. The study thoroughly demonstrates that an unjustified reduction or inefficient management of such expenditures can directly lead to a substantial loss of market position, a decrease in brand share in a highly competitive environment, and, consequently, threaten the survival of the business. The article argues that the sustainability and resilience of an e-commerce enterprise are not merely about the availability of substantial resources, but rather their optimal combination, harmonious interaction, effective management, and constant capacity for adaptation to changing conditions. A company that systematically approaches the formation and development of all types of resources, possesses sufficient financial reserves to overcome crises, has qualified and adaptable personnel, relies on a reliable and flexible technological infrastructure will be much better prepared to overcome crises, leverage new opportunities, and ensure the resilience of the e-commerce market. Ignoring or underestimating any of these resource types creates critical "bottlenecks" that can lead to a loss of competitive advantage and even threaten business survival under bifurcation changes