DEVELOPMENT OF THE CREDIT UNION «ZLET» THROUGH DIGITALIZATION OF CREDIT SERVICES USING E-COMMERCE TOOLS

Abstract

The article substantiates the directions of development of the credit union “Zlet” through the digitalization of credit services using e-commerce tools. The relevance of the topic is determined by the transformation of consumer behavior in the financial services market, the growing demand for remote interaction with financial institutions, and the need for credit unions to strengthen their competitiveness while preserving their cooperative and socially oriented nature. The purpose of the study is to determine a practically applicable model for the digital transformation of credit services of the credit union “Zlet” and to justify the use of e-commerce instruments as a means of expanding customer interaction, improving service quality, reducing operational burden and increasing the manageability of the credit process. The research methodology is based on analysis and synthesis, comparison, systematization, content analysis of public information, generalization of regulatory requirements and construction of an applied model of digital interaction between a credit union and its members. The study uses the provisions of Ukrainian legislation regulating credit unions, financial services, e-commerce, electronic documents, electronic identification and trust services, as well as public materials of the credit union “Zlet”. The results of the research show that the credit union already has an initial digital infrastructure, including an official website, online presentation of credit and deposit products, annual reporting, a deposit calculator, an option to apply for a loan and information on remote repayment. However, these tools should be integrated into a coherent digital service model. The article proposes a phased transformation mechanism that includes modernization of the website, implementation of a full online loan application, use of a CRM system, remote identification tools, electronic document flow, digital marketing, analytics and basic automation of application processing. The practical value of the study lies in the possibility of applying the proposed model by credit unions with limited resources, because it does not require an immediate radical restructuring of all processes, but allows gradual digital modernization while maintaining the existing branch network and traditional communication channels.