DIGITALIZATION AS THE MAIN FACTOR OF BUSINESS DEVELOPMENT

The article is devoted to the analysis of modern tendencies of digitalization and digital transformation of business. The digitalization of entrepreneurial activity in modern times has become one of the key trends in business development. Digital solutions significantly improve all business processes and models, and their application is due to changes in consumer behavior, availability of technology and a positive economic effect. The development of the digital economy provides a unique opportunity for business transformation, but business structures need to take significant steps to take advantage of this. The fact that the digital economy program has already been adopted and is being implemented in Ukraine means that companies need to start preparing for the transition to a new technological way of life. There are «end-to-end» technologies that not only radically change the structure, production technology, competition in existing markets, but also create new markets and needs. Digitalization is one of the most pressing issues for Ukraine, it is necessary for companies to gain competitive advantage, increase their efficiency and improve business performance. The Covid-19 pandemic has helped businesses to rapidly master digital tools in the organization of commercial activities, which contributes to the dynamic digital transformation of business. Digitization is one of the most pressing issues for business, it is necessary for companies to gain competitive advantage, increase their efficiency and improve business performance.