ELECTRONIC COMMERCE AND ONLINE BUSINESS: STRATEGIES FOR SUCCESS IN THE DIGITAL WORLD

Introduction. Е-commerce plays a significant role in the development of the economy, ensuring the growth of the country's GDP. To date, there is no sphere of economic activity that does not use online business mechanisms for communication, marketing or electronic funds transfers in its practice. After the COVID-19 pandemic, most companies switched to a mixed format of doing business, implementing digitalization in those business processes that showed their optimal efficiency for the enterprise, allowing to increase the profitability of production. At the same time, some companies work completely in Internet, using the advantages of IT technologies. Given the constant increase in the share of e-commerce in various industries, it is important to develop strategies for the successful development of online business in order to increase the efficiency of conducting business activities and ensure the competitiveness of the company. Purpose. The purpose of the study is to create a concept of e-business success strategy based on the study of the features of the subjects of market relations in a remote format, the mechanisms of their interaction, and the assessment of shortcomings and risks associated with online business processes. Materials and methods. The research materials are a systematic review of domestic and foreign literature in the field of electronic commerce in recent years, statistical data of online traffic and profits of companies engaged in economic activity in the online format. Scientific analysis, synthesis, generalization of results, visualization through the construction of graphs, grouping, to assess trends in the development of e-commerce and movement vectors to increase the success of e-business, were used. Results. Taking into account the analysed risks in the interaction of the components of online business in the format of business-consumer relations, a unified success strategy plan has been developed, which includes the protection of personal data, the involvement of creative professionals in cooperation: marketers, web site designers and communication managers, ensuring fast, safe and convenient delivery of goods, cooperation with financial institutions to ensure the reliability of payment transfers and protection against fraudsters, development of several options for delivery, communication and payment, as well as ensuring the productive activity of online commerce entities through the use of new technologies and constant updating of web portals. Discussion. The perspective of further research is determined by constant changes in trends in accordance with the development of technologies and includes a detailed consideration of the interaction between entrepreneurs, business and the state, consumers, and the identification of similar and different risks. In the future, it is planned to develop individualized strategies in the format of business models, taking into account the peculiarities and details of the interaction of various business entities. Key words: e-business, marketing, logistics, financial operations, e-commerce entities, digitalization, the COVID-19 pandemic, martial law