INTELLIGENT AUTOMATION OF E-COMMERCE PROCESSES AS A DRIVER OF VIRTUAL ENTREPRENEURSHIP DEVELOPMENT

Abstract

The article examines intelligent automation of e-commerce business processes as one of the key drivers of the development of virtual entrepreneurship within the digital economy of Ukraine. It is substantiated that modern e-commerce is gradually moving beyond traditional online sales models and transforming into more autonomous, flexible, and scalable entrepreneurial models capable of operating predominantly in a virtual environment. Particular attention is paid to the issue of the excessive dependence of e-commerce on manual operations and the human factor, which limits the pace of development, increases operational risks, and complicates business scaling. It is demonstrated that under the conditions of the digital economy, such constraints pose a challenge to modern markets that are based on data, algorithms, and automated interactions. The article analyzes the author’s scientific approaches to the automation of business processes and generalizes the current state of implementation of intelligent solutions in e-commerce. Special emphasis is placed on the role of artificial intelligence, process automation, analytical systems, and the formation of independent digital business models. The research results indicate that intelligent automation functions not only as a tool for improving individual business operations but also as an effective mechanism for the development of entrepreneurial activity. Its implementation contributes to reducing dependence on manual labor, increasing the autonomy of business processes, and transforming the role of humans in management. The practical value of the study lies in shaping an understanding of intelligent automation as a foundation for the development of virtual entrepreneurship and in identifying key directions for its application in e-commerce under the conditions of digital transformation of the Ukrainian economy.