TRENDS OF DIGITAL TRANSFORMATION IMPLEMENTATION IN THE BUSINESS ENTITIES’ ACTIVITIES

The article is devoted to the analysis of trends within digital transformation of economic entities. The aim of the article is study features of the digital transformation’ implementation in the economic activity of enterprises while the e-commerce’ growth. The majority of the companies around the world have embarked on the digital transformation of business through the COVID-19 pandemic. The main task for solving the problems of the world market is the transformation of business and its adaptation based on the use of digital technologies. The study formalizes the periodization of the process of formation and development of e-commerce according the issues: stages by level of development; key events in the formation of e-commerce; signs of the formation and development of e-commerce. The article analyses the indicators for determining e-commerce by its types for 2021: the approximate market for e-commerce’ gross merchandise value in the world; leading market based on projected online traffic; region-leader in the cost of gross merchandise value. The mechanism of digital transformations by introduction of e-commerce in activity of economic subjects is offered, including objects and vectors of digital transformation, means and levers of digital transformation which integrally influence a choice of e-commerce’ types. The results of the implementation the mechanism of digital transformation in the enterprises activities will be: accelerated private labels, direct sales to consumers; augmented reality in online stores; transition of physical companies to e-commerce; significant role of big data in improving personalization; continuation of innovations based on application programming interface; alternative payment methods; expanding online shopping; the company's focus on optimization; expanded use of the commerce model of business-to-business cooperation.