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Transformation of e-commerce business models in the digital economy

Article in Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu · October 2024

DOI: 10.33271/nvngu/2024-5/192

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 https://doi.org/10.33271/nvngu/2024-5/192

O. Chukurna*1, 1 – State University of Intelligent Technologies and Telecom­

orcid.org/0000-0001-9285-7068, munication, Odesa, Ukraine
T. Tardaskina1, 2 – Odesa I. I. Mechnikov National University, Odesa, Ukraine
orcid.org/0000-0003-3818-7029, 3 – INTI International University, Putra Nilai, Malaysia
4 – Ivano-Frankivsk National Technical Oil and Gas Univer­
M. Chaikovska2,
sity, Ivano-Frankivsk, Ukraine
orcid.org/0000-0002-9490-5112, *
Corresponding author e-mail: [email protected]
V. Nitsenko3,4,
orcid.org/0000-0002-2185-0341,
L. Pankovets1,
orcid.org/0000-0001-5578-9385,
V. Kofman1,
orcid.org/0000-0002-9379-3577

TRANSFORMATION OF E-COMMERCE BUSINESS MODELS

IN THE DIGITAL ECONOMY
Purpose. Research on the transformation of e-commerce business models in the conditions of the digital economy, analysis of
the main directions of changes in business processes, as well as the determination of key differences between Internet commerce,
e-commerce and online commerce, substantiation of the difference in the sources of generation of added value and identification
of the factors that facilitate the transition from traditional e-commerce business models to digital ones.
Methodology. When conducting the research, the trends of the development of electronic commerce and the factors contribut­
ing to their transformation in the conditions of the digital economy were revealed by the method of formal analysis.
Findings. This study presents an analysis of trends and factors affecting the development of digital commerce and the transfor­
mation of digital commerce business models. The directions of integration of digital technologies into business processes and
strategic aspects of the implementation of digital solutions into business practice are substantiated. The key factors that contribute
to the transformation of e-commerce business models into digital commerce business models are identified, in particular, in the
creation and implementation of new business models that allow for effective adaptation to the conditions of the digital economy.
It is found that the economic basis of transformations of business models is the sources of creation of added value. It has been
proven that digital technologies, which form the basis of e-business, are carriers and main sources of added value creation, which
is reflected in business monetization models. The impact of artificial intelligence on the prospects and further development of
digital commerce business models is analyzed.
Originality. The scientific novelty obtained as a result of this research consists in the definition and substantiation of a new fac­
tor – added value, which is the main factor influencing the transformation of e-commerce business models into a digital commerce
business model, which takes place under the influence of the digital economy. The novelty of the obtained research results in terms
of substantiation of added value as a factor of transformation is proven by confirming the hypothesis that the formation of e-
commerce business models and their transformation into digital commerce models take place under the influence of digital sourc­
es of added value creation.
Practical value. The value is defined in the single directions of obtaining additional value in business models of digital commerce.
Keywords: business model, digital economy, e-commerce, digital commerce

Introduction. The development of information and com­ creasing the efficiency of business processes, and expanding
munication technologies and digital tools have become an in­ market opportunities. At the same time, it poses new chal­
tegral part of economic processes, which has led to the trans­ lenges to the economy and society, in particular, in terms of
formation of economic systems and the formation of a digital data protection, regulation of digital markets and ensuring cy­
economy. Electronic commerce has become one of the most ber security. In addition, the development of the digital econ­
dynamic and significant elements of its development, which omy and the creation of digital ecosystems contributed to the
has fundamentally changed traditional business models, ways transformation of business models, including e-commerce
of doing business, and interaction between consumers and models. These processes were strengthened by the introduc­
suppliers. The intensity and spread of e-commerce are con­ tion of artificial intelligence technologies and e-commerce
stantly growing both in the world and in the UK. This is con­ business processes and the development of digital services,
firmed by numerous statistical data regarding the growth of e- tools and business aggregators. All this contributed to the sig­
commerce in geometric progression over the past few years. nificant transformation of e-commerce business models to the
Electronic commerce (e-commerce) covers a wide range adoption of digital commerce models.
of activities, starting from online sales of goods and services, to This study presents an analysis of trends and factors influ­
digital platforms and marketplaces that connect millions of encing the development of digital commerce and the transfor­
sellers and buyers around the world. Since its inception at the mation of digital commerce business models. Also, the impact
end of the 20 th century, e-commerce has shown rapid growth, of artificial intelligence on the prospects and further develop­
driven by a number of factors, such as increased Internet avail­ ment of digital commerce. Special attention is paid to the inte­
ability, the development of mobile technologies, improve­ gration of digital technologies into business processes, strate­
ments in digital payment systems, and changing consumer gic aspects of the implementation of digital solutions in busi­
preferences. ness practice, as well as the socio-economic consequences of
Today, e-commerce is a key driver of economic growth in the spread of digital commerce.
many countries, contributing to the creation of new jobs, in­ Today, digital commerce is becoming a modern trend in
the development of digital marketing and e-commerce in the
© Chukurna O., Tardaskina T., Chaikovska M., Nitsenko V., Panko­ digital economy and a driving force for the transformation of
vets L., Kofman V., 2024 business processes and interaction in the market, contributes

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to increasing the competitiveness of companies, optimizing transformation of business processes and provided new per­
costs and creating new business models. spectives for further research in this dynamic field.
Literature review. Analysis of the latest research in the Unsolved aspects of the problem. In the fast-paced environ­
field of electronic commerce allowed us to conclude that this ment of today’s digital economy, the transition from tradition­
field has significantly changed the global market and contin­ al e-commerce to digital commerce is a paradigm shift that is
ues to develop thanks to technological advances. Studies in changing the way we do business, interact with customers, and
the field of the development of electronic commerce and its generate revenue. Despite significant progress in this field,
business models were of interest to a wide range of scientists, several aspects remain unresolved, in particular, in terms of
researchers and experts. Among them, the results of scientific determining the factors influencing this transition and devel­
research by Nobel Prize laureates, whose works significantly oping sustainable digital commerce models. This study aims to
influenced the understanding of economic and technological fill these gaps by examining the critical influencing factors that
changes, deserve special attention. So, Alvin Roth and Lloyd transform e-commerce patterns towards digital commerce.
Shapley won the Nobel Prize in Economics in 2012 for their Study of prospects for the development of new models and
work on the theory of markets and mechanisms of distribu­ their adaptation in the conditions of the digital economy.
tion. Their contributions include significant advances in the The growth of digital commerce has brought a new em­
understanding and design of market mechanisms that have phasis on the sale and delivery of digital products and services
direct application in modern market systems, including elec­ that can be instantly delivered and consumed using digital
tronic commerce. technologies, services and ecosystems. This shift allows con­
Foreign scientists Loudon K. K. and Trevor K. G. studied tent creators and service providers to distribute their products
e-commerce in detail from the point of view of business and without physical limitations, radically changing traditional
society [1]. The author Plunkett J. pays special attention to the business models and creating new opportunities for growth
research on the e-commerce market and analyzes the experi­ and innovation.
ence of leading companies that are successfully engaged in e- The purpose of the article. The purpose of the study is to
commerce [2]. study and analyze the key factors that contribute to the trans­
Schwab K., the founder and executive chairman of the formation of e-commerce business models into digital com­
World Economic Forum (WEF), has written several influen­ merce business models, in terms of the creation and imple­
tial books on the Fourth Industrial Revolution [3]. His works mentation of new business models that allow for effective ad­
explore how digital technologies and new innovations are aptation to the conditions of the digital economy and have new
changing business, economy and society in general. Electronic digital sources and ways of creating added value.
commerce is an important part of these changes [3]. Special attention is paid to exploring instant access to digi­
The theoretical-methodological basis of the research is tal products and services, as well as content monetization
also made up of the work by domestic scientists in this direc­ models in a rapidly changing environment, ensuring long-term
tion, among which the following should be noted. Shri­ growth and sustainability of companies. This study is aimed at
gun Yu. O. [4] and L. L. Neskorozhena. [5] paid much atten­ analyzing the processes of business adaptation to the new con­
tion to the definition of “electronic commerce”. Dergache­ ditions of the digital economy and identifying key strategies
va V. V., Koleshnya Y. O., Golyuk V. Ya. [6] studied the devel­ that can help companies integrate digital technologies to
opment of e-commerce in a changing economic environment achieve competitive advantages.
and evaluated its impact on the digital economy. Andro­ Methods. While writing the article by the method of formal
nik O. L., Voronin A. V. [7] studied the theoretical provisions analysis, trends in the development of electronic commerce
that reveal the essence of electronic commerce, the role and and factors contributing to their transformation in the condi­
mechanism of its functioning in the national economy. tions of the digital economy were revealed. The methodologi­
N. Stezhko, O. Shevchuk [8] identified the main trends in the cal basis of the research presented in the article is a set of gen­
development of global e-commerce, and also analyzed the eral philosophical and special methods, principles and tech­
structures of the global e-commerce market. Zasenko O. Yu. niques, the main methodological approaches (systemic, pro­
[9] in his research focused on the problem of Ukraine’s inte­ cess, situational). The following methods were used: general
gration into the global e-commerce market. Berezovska L., scientific methods: systematic approach – to substantiate the
Kyrychenko A. [10] analyze the development of the field of transformation of electronic commerce models into digital
electronic commerce in Ukraine and the EU. Yatsenko O. M., commerce models; analysis and synthesis – to determine ten­
Gryazina A. S. and Shevchyk O. O. [11] consider e-commerce dencies and trends in the development of the e-commerce
as an element of the global trade system. market and factors contributing to their transformation in the
More detailed studies were carried out by individual pri­ conditions of the digital economy; methods of theoretical gen­
vate companies and analytical groups, such as “Statista” [12], eralization – for grouping the factors of structural transforma­
“Activate” [13]. tions of electronic commerce models in the conditions of the
The principles of the functioning of electronic commerce, digital economy; semantic-structural analysis – to clarify the
the development of business models, the impact of informa­ conceptual-categorical apparatus in terms of defining the
tion and communication technologies on trade relations be­ types of electronic models in the conditions of the digital
tween business entities are reflected in a number of works by economy; monographic analysis – to study the transformation
domestic scientists, such as Kraus K., Kraus N. and Manzhu­ of e-commerce models in the conditions of the digital econo­
ra O. [14]. In turn, Yatsenko O. M., Gryazina A. S., Shev­ my; terminological analysis – to identify and clarify terms that
chyk O. investigate the essence, characteristic features, advan­ reveal the essence of the transformation of e-commerce mod­
tages and problems of the functioning of electronic commerce els in the conditions of the digital economy.
as a new form of economic relations of business entities in the Results. The study of the main trends in the development
conditions of the global trade system [11]. Research by of e-commerce allowed us to conclude that this field continues
L. V. Oliynyk [15] aimed at considering electronic commerce to develop rapidly all over the world, transforming the ways
as a new format of business activity. Aleinikova O. V., et al. [16] and methods of doing business. In 2024, the level of develop­
see that digital technologies are the cause and tool of influenc­ ment of e-commerce showed significant growth [17].
ing the transformation of territory marketing As can be seen from statistics [12], the Asia-Pacific region
Thus, these studies created theoretical and applied funda­ shows rapid growth in B2B e-commerce and holds the largest
mental foundations for understanding the development of e- market share due to rapid digitalization and a large number of
commerce, its business models and the evolution of develop­ Internet users. North America remains a stable player, actively
ment. They helped identify key factors that influenced the adopting technology to improve business processes and sup­

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port growth in B2B trade volumes. Europe has a relatively A digital service is a virtual or intangible service that is pro­
stable market share, but faces certain regulatory barriers that vided using digital technologies. A digital service can include
can slow down growth. various services, such as: cloud computing, virtual hosting,
The COVID-19 pandemic has accelerated the adoption of online consulting, e-mail, social networks, etc. Digital services
e-commerce, as companies are forced to adapt to new condi­ are often provided over the Internet and provide convenient
tions and move to digital platforms. Innovations in technolo­ access to users.
gies such as artificial intelligence and blockchain are driving The main difference between a digital product and a digital
the growth of the e-commerce market in all regions. service is that the former defines a specific object or material
Globalization and increased cross-border trade are driving that can be digital, while the latter indicates an intangible ser­
GMV growth by providing access to new markets. In general, vice or function that uses digital technology to provide users
the global e-commerce market continues to grow, giving com­ with a con-specific opportunities or advantages.
panies the opportunity to gain a competitive advantage through Thus, digital commerce is a key direction of the digital
the implementation of digital solutions. economy, which contributes to business development, market
In recent years, the term “digital commerce” has become expansion and improvement of interaction between enterpris­
more common in the digital economy [18, 19]. The develop­ es and consumers.
ment of digital commerce in the digital ecosystem reflects the Let us define the main differences between e-commerce
general trend towards digital transformation in various industries and digital commerce based on the following components:
and contributes to the improvement of economic activity [20]. 1. Type of product: e-commerce involves the sale of physi­
Let us define the differences between electronic and digital cal goods and traditional services, while digital commerce fo­
commerce. cuses on the sale of digital products and services.
The definition of e-commerce in accordance with the Law 2. Delivery: in e-commerce, the product is delivered phys­
of Ukraine “On Electronic Commerce” discloses its content ically, while in digital commerce, the product is delivered over
in the following context: “Electronic commerce – relations the Internet instantaneously, through digital communication
aimed at obtaining profit, which arise during the execution of channels.
transactions related to the acquisition, change or termination 3. Infrastructure: e-commerce requires a logistics infra­
of civil rights and obligations, carried out remotely using infor­ structure for the physical delivery of goods, while digital com­
mation and communication systems, as a result of which the merce requires a technological infrastructure for uploading
participants of such relations have rights and obligations of a and streaming content.
property nature” (Law of Ukraine “On Electronic Com­ 4. Platforms: e-commerce includes online stores for physi­
merce” dated September 3, 2015, No. 675-VIII) [21]. cal goods (e.g. Amazon, eBay, Alibaba) and digital commerce
One of the definitions of electronic commerce, which is set includes platforms for digital products (e. g. App Store, Google
out in the Law of Ukraine “On Electronic Commerce”, is as Play, Netflix, Coursera, Udemy, Spotify).
follows: “Electronic commerce – economic activity in the The Тable shows a comparative analysis of the tools of
field of electronic purchase and sale, sale of goods remotely to commercial activity of Internet commerce, electronic com­
the buyer by making electronic transactions using informa­ merce and digital commerce.
tion – communication systems” [21]. In the materials of the European Commission in ESPRIT
According to the legislation of Ukraine, e-commerce ac­ [22], in the program of the European Community for the devel­
tually refers to the process of buying and selling goods and ser­ opment and acceleration of research on the use of information
vices via the Internet. This also includes physical goods and technologies, 11 models of electronic commerce are defined.
services sold through online platforms. The main emphasis is The European Commission, as part of the ESPRIT pro­
on sales of physical goods and traditional services through on­ gram (European Strategic Program for Research and Devel­
line stores, marketplaces and other platforms. The main goals opment in Information Technology), identified 11 key e-com­
of e-commerce development are to increase sales of physical merce models that were implemented and researched in the
goods and services through online platforms and to expand European Union. The ESPRIT program was aimed at sup­
market opportunities and reach a wider audience. porting research and development in the field of information
Digital commerce is a type of electronic commerce related technology, including electronic commerce [22].
to the sale of digital products or services, software, mobile ap­ Below are the 11 main models of e-commerce that have
plications, online courses, e-books, streaming media, etc. been identified and investigated within ESPRIT [22]:
The main difference between digital commerce and e- 1. B2B (Business-to-Business) model. Internet trade be­
commerce is the emphasis on the sale and delivery of digital tween companies. Includes exchanges of information, agree­
products and services that can be instantly accessed and con­ ments and transactions between businesses without the in­
sumed over the Internet. Thus, digital commerce facilitates the volvement of end consumers.
sale of digital products. This allows content producers to sell 2. B2C (Business-to-Consumer) model. Direct sale of
and distribute their own products without physical restric­ goods and services from companies to consumers through on­
tions. The main goals of the development of digital commerce line stores and platforms.
are the following: providing instant access to digital products 3. B2G (Business-to-Government) model. Business-to-
and services and expanding opportunities for monetization of government transactions and exchanges, including the sub­
digital content and services. mission of reports, applications or tenders.
Before looking at digital commerce in detail, let us define 4. C2C (Consumer-to-Consumer) model. Exchange of
the terms “digital product” and “digital service”. goods and services between consumers through online plat­
A digital product is a product that consists of digital ele­ forms, such as auctions or exchange platforms.
ments and is provided or used by means of electronic devices 5. C2B (Consumer-to-Business) model. Consumers offer
and computer systems. This can be software, media content their products or services to businesses, usually through spe­
(video, music, photos), e-books, mobile applications, game or cialized platforms or exchanges.
any other digital information. A digital product may be down­ 6. G2B (Government-to-Business) model. Government
loaded, transmitted over a network, or distributed by electron­ bodies provide services or information to businesses, for ex­
ic means. ample, through electronic registration platforms or other
Digital products may be produced, sold, or made available tools.
through the Internet or other electronic communication chan­ 7. G2C (Government-to-Consumer) model. Government
nels. They are usually characterized by quick availability, ease of bodies provide services or information to consumers, such as
distribution and the possibility of updating through the network. tax services, electronic passports and other services.

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 8. Model of Mobile Commerce (M-Commerce). Use of 10. Model of Electronic Markets (Electronic Marketplac­
mobile devices for commercial transactions, including pur­ es). Online marketplaces that connect sellers and buyers to
chases through mobile applications and platforms. make deals, such as Amazon or eBay.
9. Model of Social Commerce (S-Commerce). Use of social 11. Model of Internet trade (E-trading). Sale of goods
networks to promote and sell goods and services, as well as inter­ through online stores, which ensure the purchase process from
action with potential buyers through social media platforms. product review to ordering and delivery.

Table
Comparative analysis of business processes in various types of commerce
Internet commerce E-commerce Digital commerce
Impact on target audience
Online + Offline Online + Offline Online
Retail audience Retail аudience + business Business-оriented
Communication tool with the audience
Website: development and management of Online Store: development and Mobile App: development and use of mobile
websites for showcasing products and services ­management of online stores for selling applications for convenient access and
products and services via the Internet purchases
Promotion channels
Online Channels + Social Media Online Channels + Social Media All Types of Digital Channels (Internet, Mobile
Apps, Gaming Consoles, Social Media)
Omnichannel Sales
Social interaction
Social Media: utilizing social media platforms Social Media: utilizing social media Social Media + Analytics, Big Data, Artificial
to promote products and engage with platforms for product promotion and Intelligence
customers customer communication
Customer connection
Email: sending promotional offers, news, and CRM systems: using customer relationship Internet of Things (IoT), Artificial Intelligence:
special deals via email management systems for interacting with Internet of Things (IoT) applying IoT
buyers and maintaining data about them ­technologies to create «smart» products to
enhance customer service.
Artificial Intelligence: Using AI for personalizing
offers and implementing chatbots for convenient
customer communication
Sales technologies
Focus on standard electronic sales methods Sales technologies in e-commerce include Application of Augmented Reality (AR) and
tools such as automated marketing Virtual Reality (VR) technologies to create
platforms, customer relationship unique and innovative virtual interactions with
management (CRM) systems, and consumers
advanced analytics. These technologies
enhance the efficiency of sales processes,
enable personalized customer interactions,
and drive data-driven decision-making
Payment systems
The main focus is on credit and debit cards, Various types are used, such as PayPal, Apple Pay, Google Pay, and
bank transfers, electronic wallets, and online ­cryptocurrencies, mobile payments, ­cryptocurrencies for transactions
payment platforms payment gateways, and electronic wallets
Sources of added value creation
The sources of added value in Internet Sources of added value in e-commerce are Sources of added value in digital commerce
commerce are mainly focused on creating a focused on optimization of online sales and focus on the integration of digital technologies
convenient and attractive experience for users interaction with customers through online to improve user experience and business
through effective platforms, product promotion, stores, promotion in online channels and processes. Mobile applications, digital channels,
communication with customers, secure social media, use of CRM systems, social networks, IoT and artificial intelligence, as
payment systems and detailed data analysis. integration of modern payment systems, well as innovative payment systems contribute to
Together, these elements form a c­ omprehensive and detailed analysis data. Together, these improving customer service, expanding sales
approach to maximizing competitive advantage elements ensure business efficiency in the markets and increasing business efficiency.
and improving business performance in the electronic environment, promote market These elements allow businesses to provide
online environment. Implementation and expansion, improve customer service, and competitive advantages, adapt to the rapidly
optimization of these aspects allow businesses to increase overall business productivity. They changing digital environment and achieve high
expand their presence on the market, improve focus on a comprehensive approach to results in sales and customer service. They focus
interaction with clients and provide a high level online sales, customer relationship on the integration of digital technologies and
of service. They focus on creating user-­ management and the use of various platforms to maximize interaction and efficiency
friendliness through websites and effective payment solutions. Traditional sources of of business processes. Availability of digital
promotion. Traditional sources of creation of added value, accompanied by the sources of added value using mostly
added value in the presence of classical factors formation of client-oriented management ­decentralized payment systems and sources of
of its creation systems and decentralized payment systems profit generation

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 The e-commerce models defined in ESPRIT [20] reflect - integration of shopping opportunities directly into social
the variety of ways in which businesses and consumers interact networks such as Facebook, Instagram and TikTok, which al­
in the digital environment These models emphasize the im­ lows brands to sell products directly through the platforms
portance of adapting to a flexible technological landscape and where their customers are.
the need for effective e-commerce solutions. 3. Changes in consumer preferences:
However, given the rapid development of technology and - demand for instant access to digital products and services
changing consumer preferences, e-commerce is undergoing via the Internet, which encourages businesses to adapt their
significant changes. These transformations not only modern­ offers to ensure prompt delivery of content;
ize existing business models, but also create new opportunities - the rise in popularity of digital goods such as software,
for integration and innovation. e-books, streaming video and music, which reduces depen­
The transition from traditional e-commerce models to dence on physical goods and changes the way business is con­
new digital models is especially relevant, allowing businesses ducted.
to respond more effectively to rapid changes in the market and 4. Impact of mobile technologies:
technological progress. Note that this transition is accompa­ - development of mobile applications and e-commerce so­
nied not only by the improvement of existing models, but also lutions that allow you to make purchases and interact with
by the introduction of completely new concepts that meet the content from anywhere.
needs of the modern digital environment. 5. Changes in regulatory policy:
One of the essential differences between business models - adaptation to new data protection and privacy standards,
of digital commerce is the sources of creating and obtaining such as GDPR, which necessitate the introduction of new
added value. Added value has traditionally been associated practices in the field of personal data collection and process­
with the production of goods and services, but new business ing.
models in the digital economy challenge this paradigm. Digi­ 6. Development of digital payment systems:
tization makes entirely new ways of creating value possible. - introduction of cryptocurrencies as alternative means of
“In the new business models of the digital economy, two payment, which ensures faster and cheaper transactions, re­
new and relevant drivers are increasingly stimulating value cre­ duces dependence on traditional financial systems;
ation: platformization and monetization of the rapidly grow­ - the development of digital wallets, such as Apple Pay,
ing volume of digital data” [23]. Google Wallet and other payment platforms, which simplifies
Thus, the problem of creating added value in the condi­ shopping and transaction processes for consumers.
tions of a new paradigm of development of the concept of Together, these factors are transforming e-commerce
management in the digital economy is becoming a key issue models towards digital commerce, providing new opportuni­
for researchers and scientists. When forming and using certain ties for innovation, expanding markets and improving custom­
business models that operate in the digital economy, moneti­ er experience.
zation models are taken into account, which are a channel for Let us consider the business models of digital commerce in
the formation of added value. In contrast to the models that more detail:
were used in e-commerce, where the methods for obtaining 1. Sale of digital products and services. B2C (business-to-
added value were significantly limited. consumer) model: selling goods or services directly to con­
Let us consider the impact of digital transformations on sumers through online stores, marketplaces, etc. B2C models
the transformation of e-commerce models into digital models are used by Amazon and Etsy. Companies Amazon, Etsy use
and business processes, strategies and innovations, and what the B2C (business-to-consumer) model, selling goods directly
are the key factors and markers of this transition. to consumers through their own online platform.
Business models of digital commerce. Digital commerce The strengths of the B2C model are: direct access to con­
creates conditions for the development of new business models sumers; wide audience; shopping convenience. Weaknesses
in the digital economy thanks to innovative approaches to the are: high competition; high marketing costs; dependence on
sale and consumption of digital products and services. It allows the platform for sale.
companies to quickly adapt to changing market conditions and B2B (business-to-business) model: selling goods or ser­
implement new monetization models such as subscription, free­ vices to other businesses through online platforms or electron­
mium and advertising model. Digital commerce also facilitates ic catalogs. B2B models are used by Alibaba and Grainger.
the globalization of business by providing access to international Alibaba, Grainger use a B2B (business-to-business) model,
markets without the need for a physical presence. The use of big selling goods and services to other businesses through their on­
data and analytics makes it possible to more accurately predict line platforms.
customer needs and offer personalized products and services. As The strengths of the B2B model are: large volumes of sales
a result, digital commerce drives innovation and helps create due to agreements between companies; the possibility of es­
new opportunities for entrepreneurs in the digital economy. tablishing long-term partnership relations. Weaknesses are:
Let us determine the factors that contribute to the trans­ long sales cycle; dependence on economic conditions; high
formation of e-commerce business models in the direction of customer acquisition costs.
digital commerce: 2. Subscription model (content subscription). Under this
1. Technological innovations: model, users pay regular fees to access certain content or ser­
- use of artificial intelligence to automate data processing vices, such as streaming video, music, news, etc. Companies
processes, predict consumer needs and personalize offers. Netflix, Spotify, Adobe Creative Cloud use the subscription
This includes chatbots, recommender systems and algorithms model (subscription for content). Netflix is a video streaming
for optimizing marketing campaigns; platform that offers movies, series and original content on a
- application of machine learning to analyze large volumes subscription basis. Netflix users pay a monthly subscription
of data to identify patterns and trends, which allows businesses fee for uninterrupted access to the content library. Spotify is a
to adapt their strategies and improve customer service; music streaming service that provides access to a large number
- the development of blockchain technology to ensure the of songs, albums and playlists through subscription. Users can
security and transparency of transactions, reduce the risk of choose between a free version with ads and a paid subscription
fraud and improve the management of supply chains. without ads and with additional features. Adobe Creative
2. Development of digital platforms: Cloud is a suite of software for creative professionals, includ­
- the development of digital marketplaces, such as Ama­ ing Photoshop, Illustrator, Premiere Pro and other tools. Us­
zon, eBay, Alibaba, which unite buyers and sellers, providing ers subscribe to access to all Adobe programs on a monthly or
convenient access to a huge range of goods and services; annual basis. These examples illustrate different ways to use

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the subscription model to access content or services, providing Weaknesses are: an excessive amount of advertising can nega­
regular revenue for companies and constant access to new and tively affect the user experience; a decrease in interest from
updated content for users. advertisers or changes in market conditions may negatively af­
The strengths of the subscription model (content subscrip­ fect the revenues of the company using the advertising model;
tion) are: regular payments from customers; subscribers are high competition; short duration of campaigns.
usually more loyal and long-term customers, which lowers the 6. Crowdfunding model. Fundraising from the community to
cost of keeping them. Weaknesses are: high cost of customer finance projects or product development. Kickstarter uses a
retention; the growing number of subscription services, which crowdfunding model. A crowdfunding platform that helps proj­
increases competition for a paying audience. ects raise funds from supporters to implement ideas. Projects on
3. Freemium model. Free access to the basic functionality, Kickstarter can include innovative products, art projects, tech­
but users have to pay for additional functions, advanced fea­ nology startups, and more. For example, successful campaigns
tures or removal of restrictions. Many companies such as Spo­ include funding for new gadgets, board games and books.
tify, Zoom, Trello, LinkedIn, Slack, Telegram, Duolingvo, The strengths of the model are: providing enterprises with
ChatGPT use the Freemium model. These companies dem­ the opportunity to receive financing without the need to in­
onstrate how the Freemium model allows you to attract a large volve traditional investors, which is especially important for
user base for free, and then convert a portion of users into paid startups and small businesses; validation of the idea; flexibility
customers for additional features and capabilities. in financing. Weaknesses of the model are: high competition;
4. Partner model/Integration model/Transactional model. uncertainty in financing; legal and ethical risks.
Earning commissions from selling or driving traffic to products 7. Dropshipping model. Sale of goods without the need to
or services of other companies. maintain one’s own inventory or warehouse space. Goods are
An affiliate model means working with other companies or sent directly from the supplier to the client. The main idea of
individuals to promote products or services in exchange for dropshipping is that the seller cooperates with suppliers who
sales commissions. An example is Amazon Associates: Ama­ directly send goods to customers. An important advantage is
zon’s affiliate program that allows websites and bloggers to that the seller does not have to keep goods in stock and pay for
earn commissions for selling products through referral links. them in advance. An important part of a successful dropship-
Shopify Affiliate Program: An affiliate program to promote the ping business is the selection of reliable suppliers, effective
Shopify e-commerce platform. management of the online store and high-quality customer
The integration model focuses on the integration of vari­ service. AliExpress is an example. An e-commerce platform
ous services and applications to create more powerful or auto­ that allows entrepreneurs to use dropshipping, buying goods
mated solutions. An example is the Salesforce AppExchange: a directly from Chinese suppliers. through the AliExpress plat­
platform for expanding the capabilities of the Salesforce CRM form, stores can sell a wide range of goods without having to
system through integration with additional applications and have their own warehouse, since the goods are sent directly
solutions. from the supplier to the buyer. The dropshipping model allows
The transactional model means receiving income from entrepreneurs to launch online stores without the need to keep
commissions or fees for transactions passing through the plat­ goods in stock or manage logistics. Instead, goods are shipped
form or service. An example is PayPal: a payment system that directly from suppliers to end consumers. Companies and
allows users to make and receive payments online. PayPal platforms like Shopify with Oberlo, AliExpress, Printful,
charges a fee for transactions made through their platform, in­ Spocket, Doba, SaleHoo, and Wholesale2B provide tools and
cluding international transfers and payments for goods and resources to easily implement this model.
services. An example is Uber: it earns revenue from every ride The strengths of the dropshipping model are: low on-time
organized through their platform. The drivers who provide the costs; flexibility in conducting business; ease of starting a busi­
transportation services receive the majority of the payment, ness. Weaknesses of the model are: low profit margin; prob­
but Uber keeps a certain percentage as a commission for using lems with quality control; delivery delays; limited inventory
the platform. control; high level of competition.
The strengths of the Partnership/Transaction/Integration 8. The SAAS (Software as a Service) model is popular with
model are: low transaction costs; fast scalability; passive in­ companies that provide software over the Internet as a service.
come from partners; flexibility and adaptability. Weaknesses In this model, users pay to access software that is deployed on
are: competition among partners; dependence on partners; remote servers and accessed through a web browser or mobile
complexity of integration. app. Users do not install the software on their own devices or
5. Advertising model. Use of advertising in the product. servers, but instead subscribe to a service that allows them to
Making a profit from advertising costs. Companies display ads access the software remotely. Microsoft’s Power BI is a great
on their website or add-on, and they get paid for each view, example of a SAAS monetization model. Power BI demon­
click, or conversion. Or users buy the Premium version to strates how SAAS monetization models can be effectively im­
avoid seeing ads (like Youtube Premium). YouTube makes plemented to provide access to powerful analytical tools
money from ads that appear before videos (video ads) or while through subscriptions and a combination of free and paid ver­
you are watching (banner ads). Users can subscribe to You­ sions of the product.
Tube Premium to watch videos without ads, and companies The strengths of the SAAS model are: ease of access; no
pay for views, clicks or conversions through the YouTube Ads need for installation; scalability; regular updates. Weaknesses
advertising platform. Facebook (Meta) uses an advertising of the model are: dependence on the Internet; security issues;
model to generate revenue, allowing companies to place tar­ limited data control; integration problems.
geted ads in news feeds and sidebars. Advertisers pay for ad These business models can be used separately or combined
impressions or clicks. Facebook provides detailed targeting to create complex strategies depending on the type of product
based on the interests and demographics of users. The adver­ or service, the target audience and the specific goals of the
tising model allows companies to earn revenue from advertis­ company.
ing expenses by displaying ads on their platforms. This can be The research shows that the most promising models in
in the form of banner ads, video ads, or sponsored content. modern conditions are subscription models, Software as a Ser­
The strengths of the Advertising model are: free access to vice (SAAS). Freemium, advertising and crowdfunding mod­
content that attracts a wide audience; source of stable income; els, thanks to their ability to adapt to the needs of modern con­
allows you to use different advertising formats, such as ban­ sumers and provide stable income. Subscription models and
ners, videos and sponsored content, which allows companies the SAAS model remain among the most promising due to
to adapt their strategy depending on the needs of the market. their ability to provide stable income and a high level of cus­

ISSN 2071-2227, E-ISSN 2223-2362, Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu, 2024, № 5 197
tomer retention. Both models allow companies to receive reg­ business models that underlie them have been identified. The
ular payments, which contributes to long-term forecasting of strengths and weaknesses of digital commerce business models
financial flows. In addition, the SAAS model is actively devel­ are identified, including the following: B2C (business-to-con­
oping in the context of the digital transformation of business­ sumer) sales models of digital products and services; subscrip­
es, which makes it even more attractive for enterprises of vari­ tion models (content subscription); Freemium models; part­
ous industries. The SAAS model, according to research by nership model/integration model/transaction model; adver­
Statista [12], will achieve market growth of 20 % in the next tising model; crowdfunding models; dropshipping models;
three years, which confirms its prospects due to stable reve­ SAAS (Software as a Service) models.
nues and high user satisfaction. The dropshipping model also The article substantiates a new factor in the transformation
has great prospects for entrepreneurs who seek to minimize of e-commerce business models into a digital commerce busi­
initial costs and risks. For the successful implementation of ness model – added value, the sources of which are formed
these models, enterprises need to carefully analyze the market, under the influence of the digital economy. Considerable at­
choosing models that meet their needs, resources and long- tention is paid to subscription models, as the main methods
term goals. and sources of obtaining digital added value.
From the conducted research, we will determine further The trends in the development of e-commerce and the
trends in the development of the studied models: main directions of its transformation into digital commerce
1. Omnichannel approach. An omnichannel approach in­ are analyzed. Trends in the further development of payment
volves the integration of online and offline sales channels, models in the digital economy are substantiated.
which allows consumers to seamlessly move between different
channels and provides a unified user experience. References.
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198 ISSN 2071-2227, E-ISSN 2223-2362, Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu, 2024, № 5
 reason and tool for dynamic transformation of territory marketing. цією, електронною комерцією та цифровою комерцією,
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ви й подальший розвиток бізнес-моделей цифрової ко­
мерції.
Трансформація бізнес-моделей електронної Наукова новизна. Наукова новизна, отримана в ре­
комерції в цифровій економіці зультаті проведення даного дослідження, полягає у ви­
значенні та обгрунтуванні нового чинника – доданої вар­
О. Чукурна*1, Т. Тардаскіна1, М. Чайковська2, тості, який є основним чинником впливу на трансфор­
В. Ніценко3,4, Л. Паньковець1, В. Кофман1 мацію бізнес-моделей електронної комерції в бізнес-мо­
делі цифрової комерції, що відбувається під впливом
1 – Державний університет інтелектуальних технологій і цифрової економіки. Новизна отриманих результатів
зв’язку, м. Одеса, Україна дослідження в частині обґрунтування доданої вартості,
2 – Одеський національний університет імені І. І. Меч­ як чинника трансформації, доведена шляхом підтвер­
никова, м. Одеса, Україна дження гіпотези про те, що формування бізнес-моделей
3 – Міжнародний університет INTI, м. Путра Нілай, Ма­ електронної комерції та їх трансформація в моделі циф­
лайзія рової комерції відбувається під впливом цифрових дже­
4 – Івано-Франківський національний технічний універ­ рел створення доданої вартості.
ситет нафти і газу, м. Івано-Франківськ, Україна Практична значимість. Визначена в єдиних напрямах
*
Автор-кореспондент e-mail: [email protected] отримання додаткової вартості в бізнес-моделях цифро­
вої комерції.
Мета. Дослідження трансформації бізнес-моделей Ключові слова: бізнес-модель, цифрова економіка, елек-
електронної комерції в умовах цифрової економіки, ана­ тронна комерція, цифрова комерція
ліз основних напрямів змін у бізнес-процесах, а також
визначення ключових відмінностей між інтернет-комер­ The manuscript was submitted 29.05.24.

ISSN 2071-2227, E-ISSN 2223-2362, Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu, 2024, № 5 199

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