DESCRIPTION OF THE MAIN TYPES OF E-COMMERCE

Abstract

The article describes the main types of e-commerce, identifies their features, advantages and areas of application. It has been established that the most common interaction models are B2B, B2C, C2C, C2B, as well as B2G, G2B and G2C, each of which has specific mechanisms for organising commercial relations and meets the needs of different groups of online market participants. The advantages and problematic aspects of the use of these types of e-commerce are outlined.

The types of e-commerce are analysed according to the subject of sale, in particular: tangible goods that have physical characteristics through the use of electronic sales tools, digital goods, and services.

The typification of e-commerce by the method of product sale is described, according to which the following types are distinguished: dropshipping, affiliate marketing, warehousing, white labelling, and subscription.

The focus is on the study of the current development of digital technologies, which leads to the active spread of new forms of e-commerce, in particular mobile commerce (m-commerce), commerce through marketplaces, omnichannel commerce, and commerce using artificial intelligence technologies. Social e-commerce (s-commerce) is gaining particular popularity, as it allows for the profitable presentation of a product or service on social networks and thereby achieves significant reach of potential consumers. The involvement of influencers and bloggers yields quite positive results in the context of the development of this type of e-commerce.

The analysis showed that the effectiveness of e-commerce depends on the level of development of digital infrastructure, the reliability of electronic payment systems, logistics, cybersecurity, legal regulation, and the level of digital competencies of market participants. In the context of the digital transformation of the economy, it is the integration of innovative technologies and automation of business processes that become the determining factors in increasing the efficiency of e-commerce.