DIGITAL PLATFORMS AND E-COMMERCE AS STRATEGIC DRIVERS OF INTERNATIONAL ENTREPRENEURSHIP

The rapid expansion of digital platforms and global e-commerce ecosystems is transforming strategic management for international entrepreneurship.Modern enterprises increasingly rely on online marketplaces, platform-based business models, and digital tools to enter foreign markets, optimise cross-border value chains, and strengthen competitiveness.Digital platforms help firms overcome geographical barriers, reduce entry costs, and scale operations efficiently, while technologies such as artificial intelligence, Big Data analytics, automated customer service systems, and modern payment solutions enhance decision-making, customer engagement, and operational flexibility.Cross-border e-commerce is becoming a dominant channel of international trade, requiring businesses to integrate platform technologies into operational processes and develop competencies for functioning in digitally interconnected environments.Strategic adoption of global marketplaces like Amazon, Alibaba's Taobao and Tmall, JD.com, and Shopee enables firms to leverage market reach, diverse customer bases, and flexible business models while aligning with local regulations, economic conditions, and cultural preferences.The study identifies key challenges of platform-based international entrepreneurship, including cybersecurity risks, technological dependence, market concentration, and operational disruptions.Proper risk assessment, regulatory compliance, and resilient business models are essential for sustaining competitiveness and achieving long-term growth.Small and medium-sized enterprises, in particular, must effectively use digital platforms to succeed internationally, highlighting the importance of strategic planning, platform selection, and alignment of digital strategies with corporate objectives.This research demonstrates how digital platforms act as strategic drivers of international entrepreneurship, reshaping market entry, value chain management, customer interaction, and decision-making.The findings provide practical recommendations Entrepreneurship, trade and exchange activities ПІДПРИЄМНИЦТВО, ТОРГІВЛЯ ТА БІРЖОВА ДІЯЛЬНІСТЬ