THE IMPACT OF DIGITAL TRANSFORMATION ON DIFFERENT TYPES OF E-COMMERCE

This article is dedicated to examining the impact of digital transformation on various types of e-commerce. The principles of functioning of different types of e-commerce, such as B2B, B2C, C2C, C2B, B2A, C2A, A2C, M-commerce, S-commerce, and E2E, are analyzed, with each having its unique characteristics and functions in the digital environment. It was found that these models of interaction between businesses, consumers, and the government stimulate innovation, provide convenience and accessibility in trading operations, and create new opportunities for the development of the digital economy. It was discovered that in B2B e-commerce, digital technologies, such as ERP systems, electronic procurement platforms, and CRM systems, ensure the integration and automation of business processes, leading to cost reduction, faster deals, and improved interaction between businesses. In B2C e-commerce, digital transformation focuses on creating convenient and functional online stores with integrated payment systems, using platforms for targeted advertising, and automating content through management systems. The C2C model has developed through the use of online platforms that facilitate secure exchanges of goods and services between consumers. Platforms like OLX and eBay integrate tools for securing transactions and use blockchain technology to ensure transparency and security. C2B is also evolving with the implementation of freelance platforms, allowing consumers to directly offer their services to businesses. B2G and G2C are transforming due to digital solutions, with platforms for electronic procurement and e-government systems like Diya making government services more accessible and convenient. In mobile commerce (M-commerce), digital technologies enable purchasing through mobile devices using apps and payment systems, providing convenience for users anytime and anywhere. In social commerce (S-commerce), digital transformation allows brands to directly interact with target audiences through social media, using targeted advertising and analytical tools to optimize marketing campaigns. E2E is evolving with the automation and use of exchange platforms, machine learning algorithms, and transaction automation technologies, significantly increasing the efficiency of such processes. The research shows that digital transformation not only improves the convenience and accessibility of various types of commerce but also optimizes business processes, reduces costs, enhances transaction security, and promotes the development of new interaction models among market participants. Keywords: e-commerce, types of e-commerce, digital transformation, digitalization, online platforms, business process automation.