DIGITAL TRANSFORMATION OF ENTREPRENEURSHIP: ESSENCE, CHALLENGES, PROSPECTS

Abstract

The article presents a comprehensive study of the digital transformation of entrepreneurship as a strategic direction for the development of the modern economy in the context of global digitalization. Digitalization has driven profound changes in the global economy, particularly in the areas of entrepreneurship and trade. The development of information technology, mobile communications, cloud services, data analytics, and artificial intelligence has opened up new opportunities for business. Entrepreneurship in the classical sense is associated with innovative activity, risk-taking, and the creation of economic value. The transition to an information society has given rise to digital business models based on internet technologies, automation and the platform economy. In the field of trade, there has been a shift from physical points of sale to electronic platforms and mobile applications. Scientific research is aimed at identifying key factors that influence the effectiveness of implementing digital technologies in business activities, analyzing the latest trends in digital commerce, and formulating proposals to overcome existing barriers to digitalization. The methodological basis of the study is a structural-functional approach, a comparative analysis of international experience, a systemic approach to considering transformational changes in the business environment, and digital analytics tools. The study identified the evolutionary stages of digital commerce development: from traditional e-commerce to innovative models of social commerce, marketplaces, and cross-platform ecosystems. It was found that digitalization contributes to increased business transparency, efficiency of management decisions, personalization of interaction with customers and expansion of sales channels. At the same time, the emphasis was placed on barriers that hinder digital transformation, in particular: digital inequality, fragmentation of regulatory policy, shortage of IT skills and cybersecurity threats. The conclusions substantiate that to ensure the sustainable development of digital entrepreneurship, it is necessary to create a favorable digital environment through investments in digital infrastructure, the development of digital culture among entrepreneurs, and the formation of innovation ecosystems. The results obtained have practical significance for entrepreneurs, scientists, and government regulators seeking to increase the competitiveness of national businesses through the effective implementation of digital solutions.