Modern technologies in e-commerce developm ent and their application in retail

This article is dedicated to the research of modern technologies in the development of e-commerce and their application in retail. It emphasizes the role of technologies as drivers of innovative growth in e-commerce, their comprehensive impact on business models, optimization processes, and improvement in customer interaction. Special attention is given to the analysis of advantages and opportunities provided by digital technologies for the development of the e-commerce market. Examples of successful application of these technologies in retail are presented, highlighting the ability of technologies to affect business costs, increase the speed of operations, user experience, and stimulate repeat purchases. The risks associated with the use of digital technologies are also outlined, largely related to the volumes of capital investments, the need for constant technology updates, staff training, and many other problems. The study concludes that a comprehensive approach is necessary when selecting and implementing digital technologies in the activities of trading business structures operating in the e-commerce market. It is revealed that to achieve the maximum effect from the application of innovative technological solutions, their long-term applicability and potential impact on traditional business processes must be considered. 

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