Abstract
Digital transformation of e-commerce means the use of digital technologies and innovations to improve and optimize the processes of electronic trading operations. It includes a wide range of changes, including the introduction of Internet technologies, mobile applications, data analytics, artificial intelligence and other modern tools. Digital transformation makes it possible to simplify and speed up the processes of buying and selling goods and services, automate operational tasks, increase convenience for customers, optimize logistics and improve communication with consumers. It also promotes the development of new forms of e-commerce, such as platform markets, online auctions and other innovative business models. It is determined that Internet marketing technologies include various methods and tools for promoting goods and services in an online environment. They allow companies to effectively interact with consumers, form an emotional connection with the audience and create deep emotional impressions. Storytelling may include the use of photos, videos, text, and other media formats to convey the significance of a product or brand. It can be a story about how the product was created, about its value or unique properties, about the history of the brand and what it represents. The main purpose of storytelling in e-commerce is to create an emotional connection with a potential buyer and convince him of the need to make a purchase. Creating a unique and engaging story can help you stand out from the competition and attract more customers. The strategy of digital transformation of e-commerce is formulated, which should be aimed at creating a convenient and reliable platform for buyers and sellers, improving the efficiency of processes and increasing sales. It must be flexible and able to adapt to changing market requirements and customer needs.
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