E-BUSINESS AS A SPECIFIC BUSINESS ENVIRONMENT OF THE INNOVATION AND INVESTMENT MANAGEMENT SYSTEM

Introduction. In the conditions of digitization of the economy; e-business is one of the important ways to release additional financial flows that can be effectively used for investment and innovation development of business entities. Thanks to the rapid development of digital technologies; the scale of e-business is growing all over the world and it is becoming an independent field of activity. The field of commercial relations; which is now actively moving into electronic commerce; is no exception. Purpose. The purpose of the article is to investigate the basic principles of the development of e-business as a specific business environment of the innovation and investment management system. Materials and methods. The research materials are: 1) publications of Ukrainian and foreign authors who conduct their scientific and practical research in the direction of e-business development; in particular; e-commerce; 2) statistical data on the main trends in the development of e-commerce in Ukraine. In the process of research; the method of theoretical analysis was used (to reveal the features of the development of electronic business; in particular electronic commerce in Ukraine); description and systematization (to highlight the main characteristics of innovative and investment development of e-commerce); generalization methods; etc. Results. The essence of the concepts «electronic business» and «electronic commerce» is revealed. The main aspects of the development of e-commerce in Ukraine are highlighted. Innovations in electronic commerce are characterized. The peculiarities of e-commerce investment are analyzed. It is concluded that the e-commerce market is constantly evolving; and there are always new; innovative solutions that change the way people shop online. It was found that the rapid development of e-commerce opens up unlimited opportunities for business; expands sales territories; and the introduction of modern technologies allows to better understand the needs of customers and improve interaction with customers with the help of various marketing tools. Prospects. The prospect of further research in this direction is the improvement of theoretical provisions and the development of practical recommendations for the development of electronic business in the structure of digital business.