Вплив аутсорсингу на конкурентоспроможність електронної комерції

This article examines the impact of outsourcing on the competitiveness of e-commerce enterprises. Outsourcing can be considered as one of the strategic tools that enables e-commerce enterprises to achieve an optimal level of adaptability. The digital nature of e-commerce provides a favorable environment for the integration of outsourcing. The research identified the specific business functions that can be delegated to outsourcing by e-commerce enterprises. The advantages that can be gained through outsourcing are outlined, including value-based, technological, customer-oriented, and strategic aspects. The essential characteristics that define the nature of outsourcing and enable the realization of its benefits in the context of e-commerce are highlighted. The delegation of secondary functions to outsourcing allows e-commerce enterprises to focus on their core competencies that generate the highest return that is directed toward value creation. The concept of "competitiveness" is examined, and several levels of competitiveness are identified, with an assessment of how the effects of outsourcing manifest at each level. In particular, micro-, meso-, and macro-levels of competitiveness in e-commerce enterprises are analysed. The research also considers regions with high potential for providing outsourcing services. An assessment of the advantages and disadvantages of each of the analysed regions is provided. Currently, Eastern Europe countries particularly Ukraine are considered one of the most optimal regions for selecting outsourcing vendors. The risks associated with domestic companies as potential vendors during wartime are evaluated. The original mechanism for the influence of outsourcing on the competitiveness of e-commerce enterprises is proposed. Additionally, the number of disadvantages of outsourcing are outlined, which must be taken into account when implementing outsourcing strategies.