MAIN DIRECTIONS FOR IMPROVING THE E-COMMERCE MARKET

This article provides a comprehensive analysis of the main directions for improving the e-commerce market. The development of digital infrastructure, the modernization of the legal and regulatory framework, the establishment of modern payment systems, and the creation of efficient logistics and delivery services are presented as key prerequisites for the effective functioning of e-commerce. Particular emphasis is placed on ensuring access to high speed internet in regional areas and establishing secure payment mechanisms, which are regarded as priority issues in this field. The study also elaborates on increasing digital literacy, integrating small and medium sized enterprises (SMEs) into e-commerce, and strengthening the state support measures provided to them. The effective use of electronic marketing tools such as SEO, SEM, social media advertising, and data analytics technologies is highlighted as a crucial factor in boosting online sales. Furthermore, the article addresses the financial, technical, and organizational challenges that arise during the process of creating online stores. Special attention is given to the existing website hosting alternatives free, provider-based, and paid hosting through a comparative analysis. The advantages and disadvantages of each hosting type are outlined, along with key considerations that entrepreneurs should take into account when making their choice. The article also discusses the pricing mechanisms of the online retail market, as well as the promotion and customer engagement strategies applied within this domain. It is observed that well planned and technologically supported e-commerce platforms enhance competition in the domestic market while simultaneously expanding export potential. The development of e-commerce requires a multifaceted and well coordinated approach. The steps to be taken in this field must be implemented not only from a technological perspective but also in a coordinated manner across legal, economic, and social dimensions. By studying international experience, modernizing infrastructure, improving legislation, and promoting customer oriented services, it is possible to make a significant contribution to the country’s digital economy.