METHODOLOGY FOR EVALUATING THE EFFECTIVENESS OF DEVELOPING ENTERPRISES’ E-COMMERCE SYSTEMS BASED ON DIGITAL PLATFORMS
Keywords:
E-commerce, digital platforms, enterprise efficiency, digital transformation, evaluation methodology, platform economy, digital business model, customer experience, data analytics.Abstract
This article examines methodological approaches to evaluating the effectiveness of developing enterprises’ e-commerce systems based on digital platforms. In the context of digital transformation, e-commerce is no longer considered only as a sales channel, but as an integrated management mechanism that combines marketing, logistics, customer relations, payment infrastructure, data analytics and strategic decision-making. The study focuses on the need to assess the effectiveness of digital platform-based e-commerce systems through a comprehensive set of economic, technological, organizational and customer-oriented indicators. Particular attention is paid to indicators such as sales growth, transaction costs, conversion rate, customer retention, digital service quality, platform usability, data-driven decision-making capacity and integration with enterprise management systems. The article substantiates that an effective evaluation methodology should not be limited to financial results, since the real value of digital platforms is also reflected in operational flexibility, market expansion, acceleration of business processes and improvement of customer experience. The proposed methodological approach allows enterprises to identify the strengths and weaknesses of their e-commerce systems, determine the level of digital maturity and develop measures to increase competitiveness in the digital economy.
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