THE MAIN CHALLENGES OF DIGITAL COMMERCE IN THE CONDITIONS OF "COVID-19"

Abstract

The Coronavirus pandemic has posed new challenges to Georgia's economy and business. The use of online technologies in the field of business has gained special urgency. To reduce the negative consequences of the crisis, it became necessary to massively switch to online sales, the introduction of new and modern methods of business processes, which will allow customers to virtually, without leaving home, make sales, transfers, and payments. The companies, which find their niche in the virtual world on time, have more chances of success. Speed, convenience, flexibility, and accessibility are the main advantages of digital commerce and are especially important in pandemic conditions. The main goal of the research is to define the role of digital commerce in the conditions of COVID-19, to identify new opportunities to increase the efficiency of existing platforms, to introduce e-commerce models in the Georgian business space, to increase the efficiency of digital commerce platforms and to solve related problems.