Abstract
One of the key trends in modern business is digitization, which is reflected in all spheres, including trade. Digital technologies transform traditional methods of sales and market interactions, opening up new opportunities for enterprises to improve their efficiency. The article explores various aspects of this transformation, focusing on the impact of digital technology on business processes and market participant interactions. One of the key changes resulting from digitization is the transition from traditional methods of retail sales to electronic trading platforms. This opens up wide opportunities for both buyers and sellers, facilitating an expansion of the assortment, enhancing shopping convenience, and increasing trade volumes. Analyzing these changes, one can see how they affect the landscape of trade, altering traditional business models and paving the way for innovations. Additionally, the article examines the impact of innovative technologies such as artificial intelligence, the Internet of Things, and data analytics on supply chain optimization, personalized service, and the creation of a favorable environment for consumers. These technologies enable enterprises to implement advanced management strategies and customer interactions, thus enhancing competitiveness in the market. However, along with the new opportunities of digital transformation come new challenges. One of them is cybersecurity and data privacy protection. With each new technological solution, the threat of abuse and cyberattacks grows. Therefore, it is important not only to implement new technologies but also to improve security systems to ensure the safety of business and its customers. In conclusion, digital technologies provide enterprises with broad opportunities to expand their influence on the market and enhance competitiveness. However, successful digital transformation requires not only the implementation of new technologies but also the ability to adapt to rapid changes in the digital environment and effectively address emerging challenges."
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