CONTEMPORARY TRENDS AND MODELS OF DEVELOPMENT OF DIGITAL NETWORK TRADE BUSINESS

Introduction. Digital transformation has profound implications. Nowadays, the latest technologies and the growth of the level of education have expanded access to information and digitization in all countries of the world. This creates an opportunity for the formation of economic systems with new markets, new types of commercial organizations — virtual, new ways of delivering goods and new methods of doing business. The driving force of such systems is information technology and intellectual capital. The digitization of the economy is radically changing the way we communicate, produce, manage and trade with each other. Digital technologies are engines of growth, increasing productivity by reducing production costs, promoting economies of scale and more efficient financing, promoting innovation by encouraging the exchange of ideas, and expanding and diversifying export baskets by reducing international trade costs. Digitalization can also contribute to resilience to shocks, a broader service-based growth model, and more inclusive growth. At the same time, by transforming existing processes and business models, digitalization creates opportunities and risks with winners and losers both within and within the economy. In turn, network trade business occupies a leading place in the processes of development and transformation of the world market caused by globalization. The field of digital trade is constantly and dynamically developing, creating jobs and bringing significant profits to the countries of the world, accordingly, its share in the structure of the world GDP and the GDP of individual countries is growing, international trade is developing. Purpose. The purpose of the research is to reveal the current trends and development models of the digital network trade business. Materials and methods. The research materials are reports of international organizations that regulate issues of international trade and international digital trade, as well as the works of domestic and foreign authors conducting their scientific and practical research in the field of trade, in particular digital network trade. In the process of carrying out the research, the following scientific methods were used: theoretical generalization and grouping (to characterize the main digital trade platforms, methods and service systems; formalization, analysis and synthesis (to build a scheme of the digital business environment of network digital trade); logical generalization of the results (formulation conclusions). Results. It was determined that in order to maintain competitiveness, all market subjects need to use digitalization opportunities in all possible directions and forms: customer experience; partnership and cooperation; working with data; implementation of innovations; personnel development strategy and entrepreneurial culture; value management, etc. Companies began to actively adopt technology for automating business processes, implement tools for managing relations with consumers and basic business processes when forming a management concept. It was concluded that the digital business environment can be represented at the following levels: households, private entrepreneurship, medium and large businesses, at the industry level and at the level of the national economy, at the state level and at the global level.