E-BUSINESS AND E-COMMERCE AS TOOLS FOR ENSURING THE RESILIENCE OF ENTERPRISES IN WAR CONDITIONS

Анотація

The article examines electronic business and electronic commerce as strategic tools for ensuring enterprise resilience under martial law, using Epicentr K LLC as a case study. The theoretical foundations of electronic business are explored, and the relationship between electronic business and electronic commerce within the framework of enterprise digital transformation is substantiated. The study analyzes the company's digital ecosystem, including its online store, marketplace, mobile application, CRM and ERP systems, digital logistics, Big Data technologies, and digital marketing tools. The effectiveness of the Epicentrk.ua online platform is assessed using key performance indicators (KPIs), including conversion rate, average order value, customer acquisition cost, repeat purchase rate, delivery time, bounce rate, and page depth. The findings reveal a positive trend in the development of the company's electronic commerce and confirm its significant contribution to maintaining financial stability and business continuity under wartime conditions. The article also analyzes current trends in the Ukrainian e-commerce market, highlighting the growing importance of digital sales channels in retail trade. Strategic directions for further development are substantiated, including the implementation of artificial intelligence technologies, robotic process automation, digital logistics, omnichannel sales strategies, and advanced analytical tools. It is concluded that the development of electronic business and electronic commerce enhances enterprise competitiveness, adaptability, and resilience while creating a solid foundation for sustainable post-war recovery and long-term growth.

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