INTERNET-STORE’S ADVERTISING ACTIVITY FEATURES IN THE MODERN TRADE AND ECONOMIC CONDITIONS

The advertising activity of an online store is an integral part of the operation and the key to the economic growth of the store in the online space, the competent organization of which ensures a high level of competitiveness of the online sales platform and activates customer traffic. The prerequisite for the rooting of digitalization processes in public life was the steady growth of the popularity of social networks and Internet resources among consumers. In order to «keep up with the times», to maintain and develop interest in their goods and services, the lion's share of enterprises transferred, intensified or started their activities in the area of electronic commerce. Such metamorphoses open up many advantages in terms of increasing the opportunities to demonstrate their products and assortment, contribute to more effective and positive positioning of the brand, as well as increasing the number of potential consumers and, no less important, creating a base of regular customers. Accordingly, serious organization of advertising activities in the online space will provide online stores with the opportunity to stay on the top, maintain relevance and get to the top of the rankings in search engines. Scientific literature demonstrates fundamentally studied theoretical and practically studied aspects of advertising, different approaches to understanding the concept of advertising activity and practical principles of its organization. However, the advertising activity of the online store and its features did not become the subject of a separate thorough study. The article examines various theoretical approaches to the interpretation of the concept of «advertising», examines the essence of the definition of «advertising activity», formulates the author's definition of «advertising activity of an online store», defines the peculiarities of the advertising activity of an online store and reveals their essence.