The Impact of Digital Technology on E-Commerce and Sustainable Performance in the EU

The expansion of digital technologies has led to a digital transformation of the economy and society. E-commerce, driven by new digital technologies and the restrictions during the COVID-19 pandemic, has increased its share in the overall trade of goods and services, influencing economic growth. This article examines the impact of emerging digital technologies such as artificial intelligence (AI), big data, the Internet of Things (IoT), and cloud computing (CC) on the e-commerce sector. Within this study, we explore the digital transformation of the EU economy, focusing on the impact of artificial intelligence (AI), big data, the Internet of Things (IoT), and cloud computing (CC) on e-commerce development and sustainable economic performance (GDP). The methodology employs a multilayer perceptron (MLP) neural network to model the non-linear, predictive relationship between digital adoption and e-commerce. Subsequently, hierarchical cluster analysis groups countries by digital maturity. The findings confirm that digital adoption is a significant and non-linear predictor of e-commerce, while the clustering reveals a pronounced regional heterogeneity in the capacity to translate technology into macro-economic performance. The research results show that by understanding and adopting these technologies, companies in the e-commerce field can gain a competitive advantage and better meet customer requirements and expectations. This adoption can lead to improved personalization of the shopping experience, increased operational efficiency, and enhanced customer satisfaction, ultimately resulting in better and sustainable economic performance.