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Modern enterprises actively integrate online sales channels into their business strategies, whichcontributes to the transformation of traditional trade models and the formation of new approaches tointeraction between producers, sellers and consumers. The development of Internet trade is alsoassociated with the rapid spread of mobile technologies, digital payment systems and onlineplatforms that significantly simplify commercial transactions and improve the accessibility of goodsand services for consumers.The article focuses on the theoretical and practical aspects of the development of electroniccommerce in the modern economic environment. Particular attention is paid to the analysis of thekey trends influencing the transformation of trade in the digital era. The study emphasizes the role ofinnovative technologies, digital platforms and information systems in ensuring the efficiency ofelectronic commerce and strengthening the competitive position of enterprises in the market.The research highlights the importance of effective integration of digital technologies into theactivities of trading enterprises in order to enhance their adaptability to market changes and improvecustomer interaction mechanisms. The development of Internet trade is considered as an importantfactor of economic growth that contributes to the formation of new business models, expansion ofinternational trade relations and improvement of the overall efficiency of the commercial sector.Keywords: electronic commerce, Internet trade, digital economy, online platforms, digitaltechnologies, trade development. References1. Dzyubina, A., & Zeleniukh, O. (2024). Electronic commerce in the structure of electronicbusiness. Modern Economics. https://doi.org/10.31521/modecon.V43(2024)-042. Zahrebelna, Iryna & Diadyk, Tetiana & Kosenko, Vitalii. (2024). Innovative development asa factor of increasing the competitiveness of enterprises. Ukrainian Journal of Applied Economicsand Technology. 61-65. https://doi.org/10.36887/2415-8453-2024-3-113. Matskiv, H., & Raiter, N. (2023). Trends in the electronic commerce development. Bulletinof Lviv National Environmental University. https://doi.org/10.31734/economics2023.30.1634. Shevchuk, O., Shevchuk, N., Markhivka, O., & Odarchuk, V. (2025). Integration trends in thedevelopment of e-commerce: accounting and control aspect. Herald of Economics.https://doi.org/10.35774/visnyk2025.03.1505. Zhang Kuan, Pakhnenko, Olena. (2022). RESEARCH ON CHINA'S CROSS-BORDER ECOMMERCE BASED ON THE BACKGROUND OF DIGITAL TECHNOLOGY. VìsnikSumsʹkogo deržavnogo unìversitetu. 2022. 106-110. https://doi.org/10.21272/1817-9215.2022.2-12.
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