EVOLUTION TRENDS OF DIGITAL TRADE IN GLOBAL MARKETS: THREATS AND PROPOSALS

Abstract

Digital trade covers commercial transactions that are carried out on the Internet from any medium, as well as with the help of special mobile applications. Digital commerce in global markets offers incredible business opportunities. The digital economy creates and offers opportunities in the global market even in times of crisis. This is why digital commerce in global markets deserves further research. The purpose of the study is to highlight trends in the evolution of digital trade development in global markets in order to identify future risks and threats. The work systematizes the evolution of digital trade in global markets by analyzing the development of digital trade in different countries. This made it possible to explore and identify trends in the evolution of digital commerce in global markets. The author includes the following trends: the development and adaptation of new technologies in the operation of physical stores, the influence of social media, the integration of digital commerce into messaging programs, and artificial intelligence. It was the identification of trends that made it possible to identify the threats, namely: the environmental assessment of digital commerce, the development of digital commerce has disrupted the trade and logistics sectors, and the signals of disruption. All this, according to the author, became the basis for developing the necessary actions to stabilize the process. The author proposed preserving the diversity of trade methods by increasing competitive and financial fairness, as well as giving traditional trade the opportunity to modernize and achieve success in its evolution towards multi-channel. The study found that the development of digital trade is not possible without the development of the digital economy. In the direction of further research, in the opinion of the author, it is advisable to indicate the characteristics of the indicators of the development of digital trade, taking into account international standards and European requirements.