ELECTRONIC COMMERCE AND DIGITAL COMMUNICATION AS A PILLAR IN THE TRANSFORMATION PROCESS OF BUSINESSES IN ALBANIA

Electronic commerce nowadays is offering and developing more and more opportunities, fundamentally changing the way business is developed. The job market in E-commerce is expanding rapidly, driving equally large changes in the global economy. One of the areas most affected in business by internet and mobile platform technologies is marketing and marketing communications. The paper presented by the authors aims to highlight the importance of E-commerce in the conditions of a digital market as an opportunity to change a significant part of industries in terms of their structure, processes and strategies and as an opportunity to expand in the international market. The process of reviewing scientific literature at the national and international levels, as well as the analysis of the cases of the development of electronic commerce offer the opportunity to address the way in which the business fields in Albania are approaching this transformation process and at the same time every difficulty encountered during the development of electronic commerce (Qurtubi, 2022). The findings presented in the paper evidence the fact that investment in Internet technologies and mobile platforms in the development of businesses, adapting to them and improving the customer experience, remain the main elements for a stable and growing presence of Albanian businesses in the digital market.