МОЖЛИВОСТІ МАСШТАБУВАННЯ БІЗНЕСУ З ВИКОРИСТАННЯМ ЦИФРОВИХ КАНАЛІВ В УМОВАХ ЕКОНОМІЧНОЇ ТУРБУЛЕНТНОСТІ

This article investigates the role of digital channels as a critical enabler for business scaling amid prolonged economic instability. The significance of the topic arises from the heightened vulnerability of enterprises operating in volatile markets, often influenced by geopolitical tensions, financial limitations, and rapidly evolving consumer preferences. The research aims to identify and categorize the mechanisms through which digital tools and technologies facilitate sustainable growth, particularly for small and medium-sized enterprises, during periods of uncertainty. The methodology integrates theoretical examination of digital transformation frameworks with practical evaluation of organizational readiness for digital expansion. Special attention is given to the impact of digital maturity and adoption on business model innovation. Findings indicate that digital resources—such as CRM systems, cloud computing platforms, online marketplaces, targeted digital advertising, and social media—enhance organizational agility, reduce operational expenses, and enable market expansion with constrained resources. Enterprises exhibiting advanced digital integration demonstrate superior resilience, improved customer retention, and accelerated product or service delivery in response to external disruptions. Nonetheless, persistent systemic challenges hinder widespread adoption. These include restricted access to capital, limited digital competencies, workforce skill shortages, and inadequate governmental support structures, collectively impeding the scaling of digital solutions. The article’s practical value lies in its contribution to a structured comprehension of how digital channels underpin business scaling strategies. The outcomes provide actionable insights for policymakers, advocating for enhanced governmental and institutional measures such as tailored educational initiatives, financial incentives, and infrastructure development. Emphasis is placed on the necessity of targeted support aligned with varying levels of digital readiness among businesses and on fostering an inclusive digital economy that bolsters competitiveness, drives innovation, and expedites economic recovery during and following crises.