ELECTRONIC COMMERCE AND DIGITAL MARKETING IN THE DEVELOPMENT OF NATIONAL ENTERPRISES

Abstract

The article analyzes the trends in the development of global and national e-commerce. We found out that Ukraine is significantly behind the world average values of the indicator of the annual growth rate of world retail sales. The growth of global online sales fluctuates at the level of 12-29%, and in Ukraine this figure is 3.5-5%. This indicates that Ukrainian enterprises lag behind global trends.To overcome these trends, it is necessary to use Internet marketing more actively, the main tools of which are the company's website, activity in search engines, e-mail marketing, social media market-ing, and marketing through affiliate programs.The article discusses in more detail the search engine optimization of websites, which provides for the creation of more convenient and complete sites for users, increasing the quality of customer service by communicating with them through the website and social networks, as well as responding to their feedback. When ranking sites in search engines, Google uses more than 200 indicators, and it changes the procedure for calculating the final result daily in order to protect site users from manipulation.Thus, we came to the conclusion that today only active work to use the possibilities of the digital economy will help national enterprises expand their economic opportunities. At the same time, spe-cialists with modern knowledge of digital marketing are needed who are able to work in the field of search engine optimization of websites, communicate with consumers on social networks, etc.