Digital foundations of market economy development. E-commerce and online trade

Abstract

The article examines structural changes in the market economy under the influence of end-to-end digital technologies. The study aims to analyze the functioning mechanisms of e-commerce and online trade as drivers of macroeconomic growth. Based on empirical data from the "Minimalism Jewellery" micro-enterprise for 2025–2026, comparative analysis, SWOT analysis, and econometric modeling were conducted. Vulnerabilities, growth points, and threats for the domestic e-commerce segment under sanctions are identified. Special attention is paid to vendor subsidy programs for small businesses and their impact on commercial profitability.