THE TRANSFORMATION OF THE ESSENTIAL TRAJECTORY OF E-COMMERCE
Abstract
This article is dedicated to the evolution of e-commerce, tracing its development from its foundation to the latest innovative concepts, including artificial intelligence, blockchain, augmented reality, and omnichannel strategies. It examines critical milestones, beginning with the transformative impact of Electronic Data Interchange (EDI) introduced in the 1960s, which revolutionized business-to-business transactions. The paper highlights breakthroughs such as the emergence of teleshopping in the 1970s and the mobile revolution of the 2000s, which catalyzed the rise of mobile commerce (m-commerce) and extended e-commerce's reach. The early 2010s marked the advent of omnichannel commerce, which integrated online and offline environments to enhance customer experiences and business flexibility. Particular attention is given to global crises, notably the COVID-19 pandemic, which accelerated digital transformation and reshaped consumer behaviors. The pandemic compelled businesses to adopt online platforms rapidly, underscoring the critical importance of digital resilience. The paper emphasizes the growing significance of personalization, AI-driven analytics, blockchain-based systems, and augmented reality in shaping the future of e-commerce. It further explores the role of technological advancements in enhancing operational efficiency and customer engagement, illustrating how global events often act as catalysts for rapid adaptation and digital innovation among traditional retailers. Insights are provided on leveraging these technological advancements to navigate dynamic market conditions and promote sustainable growth. Concluding the study, opportunities within the Ukrainian e-commerce sector are highlighted, urging businesses to adopt niche strategies, competitive pricing models, and exceptional service to thrive in the rapidly evolving digital economy. The findings offer a framework for aligning with technological trends and meeting consumer expectations, ensuring competitiveness in the evolving e-commerce landscape.
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