Management of the global competitiveness of companies in the field of electronic commerce in the conditions of digitalization

Abstract

The study is devoted to the issue of managing the competitiveness of companies in the e-commerce field, the relevance of which is determined by the spread of the latest information and communication technologies, the spread of the Internet, the development of payment systems, the increase in the digital culture of the population, which determines the attractiveness of the global e-commerce market and opens up new opportunities for ensuring competitiveness in the market. The purpose of the study is to highlight the principles of managing the global competitiveness of companies in the e-commerce field in the conditions of digitalization. To achieve the goal, a systematic approach was used, which makes it possible to comprehensively study the effectiveness of e-commerce of companies. Based on the analysis of the the dynamics of the global e-commerce market, a number of objective reasons were identified that determine the competitive positions of certain companies in the e-commerce market. Obstacles to the development of the global e-commerce market and factors that activate the e-commerce development are identified, including: a positive effect of networks, which acts as a motivator for the e-commerce development; technology development in the digital economy; increasing the economic efficiency and competitiveness of companies due to the reduction of operating costs and the expansion of the consumer market due to the use of digital technologies. It is of practical importance to improve the effectiveness assessment of the companies entering the e-commerce market, taking into account the establishment of dense communications with the company's customers in real time, creating a positive image of the company in the e-commerce market, ensuring sales stimulation through the use of advertising measures, monitoring the activities of competitors in the ecommerce market.