TRANSFORMATION OF TRADE BUSINESS MANAGEMENT BASED ON E-COMMERCE

Abstract

The article examines the process of transformation of trade business management on the basis of e-commerce in the context of digitalization of the economy. The purpose of the article is to substantiate theoretical provisions and identify practical directions for improving the trade business management system using e-commerce tools. The methodological basis of the study is the system and process approaches, as well as methods of analysis and synthesis, comparison, generalization and structural-logical modeling, which allowed for a comprehensive consideration of changes in the organization of trade activities under the influence of digital technologies. Key drivers of the digital transformation of trade enterprises have been identified, in particular: the development of digital platforms, changes in consumer behavior and the increasing role of data in making management decisions. The study found that the introduction of e-commerce leads to the transformation of traditional management approaches, in particular in the field of sales, marketing communications, interaction with customers and making managerial decisions. E-commerce tools (CRM, analytics, marketing platforms, process automation and omnichannel solutions) are systematized and their managerial impact on sales and service efficiency is determined. It is substantiated that the combination of online and offline product sales channels creates the prerequisites for the formation of an integrated trading business management system focused on customer experience and achieving measurable results. It is proven that the use of e-commerce tools contributes to increasing the efficiency of trading process management, expanding sales markets, increasing consumer loyalty and competitiveness of the enterprise. Practical directions for modernizing trading business management are outlined, which include the integration of sales channels, the development of customer orientation and the construction of a KPI system for assessing the effectiveness of e-commerce. The practical significance of the results lies in the possibility of their use when developing and improving managerial solutions in the trading business, taking into account modern trends in digital transformation.