STRATEGIC DEVELOPMENT VECTORS OF DIGITAL MARKETS FROM THE STANDPOINT OF ADVOCATING CONSUMER INTERESTS

Abstract

The development of digital markets is a relentless process that opens up new opportunities for businesses and consumers. The article analyzes the strategic vectors of development of digital markets from the standpoint of advocacy of consumer interests. The main trends influencing the transformation of digital markets have been identified, in particular: digitalization, automation, globalization of technologies, greening, network society, demographic changes. The tendencies of change of the main indicators of activity of the Antimonopoly Committee of Ukraine are analyzed. It is determined that advocacy of economic competition is aimed at achieving positive aspects in competition. The main approaches to determining the essence of the concept of "advocacy of competition" are analyzed. The system of strategic measures in the context of the implementation of the advocacy of competition in Ukraine in the context of the development of digital markets has been substantiated. Strategic vectors of development of digital markets from the standpoint of advocacy of consumer interests in the context of intellectualization and digitalization have been determined. It is substantiated that the advocacy of competition is an important initiative to ensure positive consequences in the competitive environment. Strengthening cooperation between the state, business and scientific and technical institutions will contribute to the balanced development of digital platforms and support their positive impact on the economies of the world. It is important to stimulate innovation and develop an effective mechanism for resolving problematic situations on digital platforms, which will ensure fair and effective protection of consumer rights. The digital transformation of Ukraine in the context of modern competitive and security challenges and its approaches to rapprochement with the EU in the field of digital development have become important factors for increasing the country's competitiveness in the global technology market and ensuring sustainable development in the dynamic economic environment.