DIGITAL TRANSFORMATION AND ITS IMPACT ON BUSINESS AND BUSINESS AREA

The article examines the changes in the economic behavior of people through the use of digital economy technologies. The focus is on new opportunities for the business environment and business behavior. Thus, the analysis of changes in competition, business strategies, new opportunities for marketing and customer service, the emergence of new sources of profit and competitiveness factors. New methods and organizational forms of doing business in the conditions of digital economy and digital transformation are considered.