THE INTERNET AS A CATALYST FOR THE DEVELOPMENT OF E-COMMERCE

Аннотация

The article is devoted to the study of the role of the Internet in the development of electronic commerce. The authoranalyzes thekey aspects that contribute to thetransformation of traditional trade models under the influence of digital technologies. Factors such as the availability of Internet technologies, their impact on consumer preferences, as well as on the businessprocesses ofcompanies are considered. Key words: internet, e-commerce communication, target segment, information resources, efficiency, customer feedback. Introduction. The phenomenal growth of computer technology production was not an end in itself. Computer technologies and views on their use have undergone significant changes in the last few years. Until 1994, local area networks, database management systems, word processors, transaction management systems, and even multimedia technologies were used primarily as a tool for internal automation of companies and individual firms, i.e., as a means of automating corporate systems. However, since 1995, the situation has begun to change rapidly. The most important catalyst for this process was the worldwide recognition of the Internet computer network. The repeatedly tested advantages of the Internet practically all over the world led to a mass refusal, despite the multi-billion dollar investments already made, to develop their own corporateor departmental dedicated networks in favor of buildingopen standardized systems and integrating them intothe Internet. TheInternet is acomplex of technical and software tools, connectionto which allows: -to eliminatetheinfluence ofthedistance factorin thecommunication process; -to increase theefficiency andreduce thecost ofcommunications; -to access virtually unlimited information resources ofthenetwork; - use various categories of information encoding (text, sound, color, form, movement, etc.) when exchanging information, which significantly improves the quality of perception and processing ofinformation; -implement promptfeedback and livecommunication between subscribers separated byterritory; -usetheservices ofdeveloped andhighly effectiveservice departments tosolvetheirproblems. Literature analysis. In the work of A. A. Arlanov and D. Orazovov "Fundamentals of electronic commerce and its development paths" the features of the development of electronic commerce and its impact on the country's economy are studied, with an emphasis on the methods and strategies for implementing technologies. These studies cover various aspects of the impact of the Internet on the development of e-commerce, including economic, managerial and marketing perspectives. Analysis and results. This feature of the Internet is associated with the active role of the user, conditioned by control over the search for information due to various search and navigation mechanisms. The push model of information delivery to consumers is characterized by the passive role of the consumer, who has only a fairly limited opportunity to choose information channels. The information provided is usually paid for by the customer companies, so access to https://ijmri.de/index.php/jmsi volume 4,issue3,2025 863 the information is provided either free of charge (regular television, radio) or for a small fee (cable television, magazines, newspapers). This model creates a win-win situation for all its participants: the mediareceive income forproviding information from advertisers and consumers; companies gain access to consumers using the media; consumers gain access to information and entertainment (news, sports, recreation, etc.). Observing the development of Internet technologies, it can be stated that it occurs through the synthesis of push and pull models. Due to the high functionality of the Internet, there will always be the possibility of navigation for users in order to find thenecessary information orany resources. In addition, they will always have the opportunity to select the information sources that interest them and then automatically receive thenecessary information -news, reviews. Themostimportant properties oftheInternet include: - independence from time (information resources are available daily 24 hours a day throughout theyear); -noconnection totheuser's location (geographical distancedoes not matter); - integration (individual components and services on the Internet - e-mail, ease of information perception,hypertext links- are independent, but at thesametimeform asingle space). The unique qualities of the World Wide Web make the Internet an effective business tool. The rapidly growing interest of business in the Internet, in turn, has caused a response from companies developing software and hardware for the World Wide Web. An entire industry of business services on the Internet has emerged, which makes the Network even more attractive to businessmen. The transfer of business processes to the Network blurs the traditional boundaries between subjects of the economic process, facilitating