The Impact of Internet Technologies on the Development of E-Commerce and Online Trading

Abstract

The article investigates the impact of internet technologies on the development of e-commerce and online trading, which is relevant in the context of global digitalization of the economy and intensified competition in international markets. It has been established that the implementation of innovative solutions into business models enhances the efficiency of interaction between platforms and consumers, expands the geography of services, and improves user experience. Key challenges, such as cybersecurity threats, technical failures, the need for transaction transparency, and compliance with international data protection standards, have been highlighted.

The purpose of the study is to identify key trends in the use of internet technologies in e-commerce, analyze risks, and develop recommendations for improving the efficiency of electronic platforms in the global environment. The research employs methods of system and comparative analysis, which enabled the evaluation of innovative practices of leading electronic platforms and the identification of mechanisms for integrating digital solutions to ensure competitive advantages in the global market.

As a result of the study, it has been revealed that the use of artificial intelligence, cloud computing, personalization algorithms, and blockchain solutions enhances the flexibility of electronic platforms, automates request processing, and strengthens transaction security. It has been proven that the use of omnichannel interaction strategies and service localization fosters customer trust and increases loyalty.

The findings indicate that the implementation of internet technologies should include the integration of logistics management systems, enhanced personalization of services, and the adaptation of business processes to the needs of global markets. Prospects for further research involve studying the impact of metaverse technologies on the digital shopping experience, improving artificial intelligence algorithms to ensure business flexibility, and developing ethical approaches to the use of personal data.