ФОРМУВАННЯ МОДЕЛЕЙ ЕКОНОМІЧНОЇ ОЦІНКИ ДІЯЛЬНОСТІ ТА КОНКУРЕНТОСПРОМОЖНОСТІ ПІДПРИЄМСТВ ЕЛЕКТРОННОЇ ТОРГІВЛІ

The article considers the topical issue of forming models of economic assessment of the activities and competitiveness of e-commerce enterprises. The rapid development of digital technologies, globalization of markets and changes in consumer behavior necessitate the development of modern methods for assessing business performance in the context of growing competition. The purpose of the study is to create universal models of economic assessment that take into account key financial, operational and qualitative indicators activities of e-commerce enterprises. The paper considers the theoretical foundations of efficiency assessment, analyzes the factors that determine competitiveness, and also proposes practical tools for the implementation of these models. The research methodology is based on a combination of theoretical (analysis, synthesis, system approach) and empirical methods (economic and statistical analysis, comparative analysis, modeling). The developed models integrate such approaches as Balanced Scorecard (BSC), SWOT analysis and economic and mathematical modeling, which allows taking into account the specifics of various business processes in the field of e-commerce. As a result of the study, a toolkit has been created that helps to assess the efficiency of enterprises, determine their competitive advantages and provide recommendations for improving work performance. The proposed models can be adapted for use by both large e-commerce platforms and small or medium-sized enterprises. The study is practically significant and aimed at strengthening the position of e-commerce enterprises in the context of digitalization of the economy.