ANALYSIS OF GLOBAL EXPERIENCE IN INTERNET TRADE: A REVIEW OF A SUCCESSFUL E-COMMERCE CASE

Анотація

In the context of ongoing economic transformations and rapid technological advancement, an analysis of global e-commerce experiences is essential for formulating effective strategies to ensure the sustainable development of this sector. This article examines key trends, challenges, and opportunities within the global e-commerce landscape, focusing on business models that have succeeded in highly competitive digital markets. In light of the exponential growth in online commerce, propelled by advancements in artificial intelligence (AI), big data, automation, and evolving consumer preferences, a comprehensive understanding of the mechanisms underpinning the success of significant e-commerce platforms is imperative. The present study seeks to identify the fundamental success factors of leading e-commerce enterprises and assess their adaptability to the evolving global economic environment. A comparative analysis of business models employed by industry leaders such as Amazon, Alibaba, and JD.com is conducted to determine best practices in customer engagement, logistics optimization, and technological integration. Moreover, the research explores key trends that are likely to shape the future of online trade. These include the hyper-personalisation of shopping experiences, AI-driven recommendation systems, seamless omnichannel retailing, automation of fulfilment centres, the expansion of contactless payment systems, and the integration of blockchain technologies to enhance transactional security. The study also considers the implications of regulatory policies and data protection measures for the growth of e-commerce enterprises across different regions. By synthesising insights from global best practices, this research highlights universal mechanisms for scaling online businesses, strengthening supply chain resilience, and improving operational efficiency. The practical significance of this study lies in its provision of concrete recommendations for enterprises aiming to harness digital transformation to enhance their market position. The findings are of particular relevance to organisations seeking to implement innovative technological solutions, optimise their e-commerce strategies, and reinforce their competitive advantage in an increasingly digitised global economy.