DOI: https://doi.org/10.36719/2789-6919/54/92-95
Aytekin Muradova
Azerbaijan State University of Economics
Master’s student
https://orcid.org/0009-0007-8973-7832
muradovaaytkin@gmail.com
Directions for Improving the Use of New Technologies in Creating a
Competitive Environment in the Field of Electronic Commerce
Abstract
In the modern era, the digitalization of the global economy has accelerated the development of electronic commerce (e-commerce), and the formation of a competitive environment in this area is directly linked to the level of use of new technologies. Increasing competitiveness in electronic commerce is further strengthened by the application of innovations such as artificial intelligence, big data analytics, cloud technologies, blockchain and digital payment systems. These technologies allow analyzing consumer behavior, developing personalized marketing strategies, reducing transaction costs and providing a secure payment infrastructure. Important steps are being taken in Azerbaijan to expand the e-commerce ecosystem and improve the competitive environment. Within the framework of the “Digital Economy” concept, the state’s support for e-commerce platforms, the development of electronic signature and payment systems, and the increase in online sales opportunities for small and medium-sized businesses are important directions. In addition, the application of international experience, the renewal of the legal and regulatory framework, and the improvement of consumers’ digital literacy contribute to the sustainable development of the competitive environment. The study presents the role of technological innovations in strengthening competition in e-commerce, the impact of digital transformation on economic efficiency, and strategic proposals for the formation of a competitive market environment. The results show that the application of new technologies not only increases economic efficiency, but also makes a significant contribution to the integration of Azerbaijan into the global digital market.
Keywords: e-commerce, competitive environment, digital technologies, artificial intelligence, blockchain