A COMPREHENSIVE APPROACH TO OPTIMIZING E-COMMERCE BUSINESS PROCESSES IN DROPSHIPPING

Abstract

The article presents a comprehensive approach to optimizing business processes in the field of e-commerce using the dropshipping model, which has gained significant popularity in recent years due to its low financial entry threshold and the ability to scale without managing physical inventory. The authors emphasize that despite its advantages, dropshipping faces a number of critical challenges, including lack of control over product quality, dependence on suppliers for logistics, and the risk of selling out-of-stock items. These factors necessitate a rethinking of the business model and the introduction of modern approaches to information flow management. In this context, business process reengineering (BPR) becomes crucial, viewed not as a gradual improvement but as a radical restructuring of the system to achieve fundamentally new results. An adapted algorithm for applying BPR in dropshipping has been developed, which involves diagnosing information processes, formulating strategic goals, designing an optimized «To-Be» model, implementing innovative solutions, and continuously monitoring results. Particular attention is paid to methodological tools - Value Stream Mapping (VSM), Business Process Model and Notation (BPMN), and IDEF0, which allow identifying bottlenecks, visualizing processes, and structuring functional interaction. Emphasis is placed on the role of ERP systems as an «information hub» that provides supplier integration, price and inventory synchronization, order routing, catalog management, and financial reporting. The potential of implementing artificial intelligence and Big Data for demand forecasting, dynamic pricing, and automated supplier selection is considered separately. Change management is identified as an integral part of successful BPR: applying transformation models, overcoming staff resistance, establishing effective communication, and training employees are essential conditions. The importance of continuous improvement through the analysis of key KPIs (conversion rate, average order value, cancellation and return rates, customer satisfaction) is also emphasized. It is concluded that successful optimization of business processes in dropshipping is only possible with a systematic approach that combines reengineering methodologies, modern information technologies, and strategic change management.