THE IMPACT OF E-COMMERCE PLATFORMS ON CONSUMER PURCHASING BEHAVIOR

The article analyzes the impact of digital e-commerce platforms on consumer behavior in the context of the rapid growth of the digital economy. It examines changes in consumer habits caused by the expansion of online commerce and the development of new forms of interaction between the seller and the buyer in the virtual environment. The article provides an overview of key trends in consumer behavior caused by the digitalization of commerce, including increased user awareness, reduced time spent on shopping, and increased loyalty through personalized offers. It also analyzes the strategies used by companies to increase customer engagement and retention, such as gamification, loyalty programs, the use of artificial intelligence to personalize offers, and automation of marketing communications. Particular attention is paid to statistical data illustrating changes in demand and average check, as well as the economic consequences associated with the growth of e-commerce for various market participants. In conclusion, it is emphasized that digital platforms not only transform companies' business models, but also contribute to sustainable economic development by increasing productivity and optimizing costs.