FORECASTING THE IMPACT OF THE EFFICIENCY OF BUSINESS PROCESSES ON THE COMPETITIVENESS OF E-COMMERCE ENTERPRISES

Abstract

This article is devoted to the topical issue of identifying the impact of the efficiency of business processes on the competitiveness of e-commerce enterprises. In e-commerce enterprises, business processes have features due to the use of digital technologies. The main elements of e-commerce business processes were analyzed and systematized. Elements of business processes have a direct impact on the competitiveness of e-business. The competitiveness of e-business expresses its ability to meet the needs of customers in goods and services. The competitiveness of an enterprise is affected by the price parameters of goods or services, the system of managing financial flows, investment and innovation activities. Electronic commerce allows enterprises to become more competitive by reducing costs, expanding markets, the ability to monitor and record the sales process, improving the quality of customer service and using personalization. Statistics show positive trends in the development of e-commerce. E-commerce in Ukraine and the rapid growth and spread of electronic technologies are studied. Electronic commerce requires a special approach to the organization of its activities, where the key stages are interaction, interaction and control. All these processes directly affect the competitiveness of e-commerce. The company's ability to attract and retain customers depends on the correct preparation of the site, effective advertising and ease of use. The results show that for the effective management of enterprises related to the field of electronic commerce, it is necessary to apply business analysis methods - analysis and processing of OLAP data and analysis technology of data - Data Mining. Effective interaction of services increases customer loyalty, and systematic monitoring and analysis help maintain business flexibility and adapt to changing market conditions, ensuring its long-term competitive advantage. Prospects for further research consist in the formulation of theoretical prescriptions, substantiation of scientific and methodological approaches, and formation of practical recommendations for increasing efficiency ensuring the security of the organization's business processes in the conditions of effective functioning of electronic commerce.