Piliavoz Tetiana, PhD in Economics, Associate Professor, Associate Professor of the Department of Entrepreneurship, Logistics and Management, Vinnytsia National Technical University, Vinnytsia, Ukraine

ORCID: 0000-0001-7535-7360
e-mail: pilyavoz@vntu.edu.ua

Shvarts Iryna, PhD in Economics, Associate Professor, Associate Professor of the Department of Entrepreneurship, Logistics and Management, Vinnytsia National  Technical  University,  Vinnytsia, Ukraine

ORCID: 0000-0003-4344-5213
e-mail: s.irinach502@gmail.com

Koval Natalia, PhD in Economics, Associate Professor, Associate Professor of the Department of Finance and Innovation Management, Vinnytsia National Technical University, Vinnytsia, Ukraine

ORCID: 0000-0002-7293-3331
e-mail: nokoval@gmail.com

Netreba Olena, Applicant for the First (Bachelor’s) Level of Higher Education, Vinnytsia National Technical University, Vinnytsia, Ukraine

ORCID: 0009-0009-8646-9566
e-mail: elenanetreba709@gmail.com

Strategic Transformation of the Business Model of an E-Commerce Enterprise in the Context of Digital Transformation and Crisis Conditions

Abstract. Introduction. This article examines how the business model of an e-commerce enterprise transforms under conditions of digital transformation and economic instability. The acceleration of digitalization, combined with crisis factors, is shown to fundamentally change the logic of value creation, delivery, and monetization in online retail. The study identifies the transition from a traditional, linear trading model based on inventory management and material assets to a platform-ecosystem model as a strategic necessity. The study emphasizes that, in a turbulent environment, financial sustainability and scalability without proportional growth of assets become key determinants of competitiveness.

Purpose. The research aims to analyze the mechanisms of business model transformation in e-commerce enterprises and substantiate strategic directions for adapting to digital transformation and crisis conditions. The focus is on financial architecture, revenue diversification, and platform monetization mechanisms.

Results. The research concludes that digital transformation results in the systemic restructuring of core elements of the business model, including the value proposition, revenue structure, cost configuration, and partner interaction mechanisms. Based on the financial and economic analysis of ROZETKA.UA LLC, it is evident that the company is shifting from an inventory-based model to a transaction-based platform model. Growth in commission and service revenues, improvement in gross margin indicators, and the active use of trade credit for working capital financing confirm the structural transformation of the financial model. The study also emphasizes the growing strategic importance of digital infrastructure, logistics automation, and predictive analytics in ensuring operational efficiency and achieving network effects.

Conclusions. It is concluded that deepening the platform logic, expanding the ecosystem of partners and implementing predictive analytics tools form the basis for long-term financial sustainability and competitive advantage.

Keywords: e-commerce; business model; digital transformation; platform model; financial sustainability; working capital; network effects; strategic transformation.

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