E-commerce as a modern paradigm of formation and use of marketing tools

Abstract

E-commerce is a big part of the economy and is extremely important for businesses that sell their products or services online. Thanks to e-commerce, businesses have the opportunity to reach more customers, because, due to the current global economic challenges, quite a lot of people shop online, which is the fastest-growing retail market. Therefore, digital marketing allows businesses to expand their target market and increase sales of products or services and the effectiveness of communications with their customers. In this article, we considered the theoretical aspects and main types of e-commerce researched the marketing tools, and analyzed the development trends and the basis of digitalization, the accelerated development of which was mostly caused by the Covid-19 pandemic, during which e-commerce and retail trade played an important role both for the economy and for society as a whole. On the basis of the conducted study of e-commerce in European countries, enterprises are offered to expand various types of digital activities, implement digital innovations and rethink interaction and communication with consumers.