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Subject. The use of modern digital technologies in the field of trade, interaction of trading organizations with consumers of various products. Objectives. Identification of factors contributing to the formation of competitive advantages in e-commerce. Methods. General scientific research methods were used. Results. It has been established that the change in the amount of commission payments for placing goods on online platforms is a sign of adaptation of economic entities to the specifics of e-commerce. Conclusions. The combination of various methods of organizing trade and technological processes increases the speed of forming competitive advantages in electronic commerce, which contributes to the development of domestic trade as a whole.
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