ESSENCE AND PECULIARITIES OF THE DIGITAL BUSINESS DEVELOPMENT

Abstract

Today, digitalization is a basic trend in the development of economic relations. The introduction of digital technologies in the activities of business entities is already part of the process of ensuring their competitiveness, a necessary condition for their further development. These technologies partially change the environment in which enterprises are developing, they have al-ready virtually penetrated all areas and sectors of the national economy. It is such an important role of these technologies in the development of economic relations that increases the interest of scientists in conducting new research in this direction.Within the article, the essence of digital business is analyzed, and the features of its operation are identified. To do this, a gen-eral analysis of the content of digital economy was carried out. Some concepts of the interpretation of the digital economy essence are investigated, and it is established that in the simplified variant this type of economy is considered by scientists as a set of eco-nomic relations, which is developed on the basis of wide use of digital technologies. Analysis of the presented approaches allowed to single out a set of the basic features of digital economy, which made it possible to state the permeability of such technologies in all spheres of economic relations, their positive and negative impact on the national economy development.Highlighting the specific features of digital economy also provided for the analysis of the digital business nature and its nature specification. In the article, various possible options for considering the essence of this business are highlighted. However, the study revealed that digital business is a new form, a new stage in the e-business development. Accordingly, it is proposed to consider this type of business as a new form of e-business, which consists in the use of digital technologies to carry out the main activities of the enterprise, bringing it the largest amount of income.