SOCIO-ECONOMIC ASPECTS OF THE FUNCTIONING OF THE E-COMMERCE MARKET

The article examines the socio-economic features of the development and functioning of the e-commerce market in the context of the digital transformation of the economy. The research focuses on the role of electronic commerce as a key driver of structural changes in modern markets and its impact on economic growth and social development. The influence of e-commerce on consumer behavior, employment patterns, business model transformation, and the development of digital and logistics infrastructure is analyzed. Particular attention is paid to changes in purchasing decisions, the expansion of digital consumption, and the formation of new forms of interaction between businesses and consumers. The advantages and risks of digital trade for various social groups and economic actors are considered, including issues of access to digital technologies, labor market flexibility, and data security. The study identifies the main factors contributing to the effective functioning of the e-commerce market in Ukraine and globally, such as the level of digitalization, institutional support, innovation activity, and regulatory environment. Emphasis is placed on the impact of digital trade on regional development, the availability of goods and services, and the reduction of transaction costs. The methodological basis of the study includes a systematic approach, comparative analysis, and generalization of empirical data related to the development of digital markets. The findings contribute to a deeper understanding of socio-economic transformations driven by e-commerce and may serve as a theoretical foundation for further research and practical policy recommendations. The article substantiates the need for balanced state regulation aimed at supporting the sustainable development of the e-commerce market while ensuring fair competition, social inclusion, and consumer protection. The expediency of forming a comprehensive public policy to support e-commerce is justified, taking into account global trends, national economic interests, and the challenges of digital inequality. The results of the study can be used in developing strategies for digital economic development and improving regulatory mechanisms in the field of electronic commerce.