Impact of digital economy on business development in Ukraine

Abstract

The aim of the article is to comprehensively study the impact of the digital economy on business development in Ukraine, in particular under martial law. The article analyzes how digitalization, innovative technologies, transformation of business models and changes in consumer behavior create new challenges and open up additional opportunities for Ukrainian enterprises. The methodological basis of the study was the analysis and generalization of analytical reports, statistics and publications of international organizations and national institutions. The article systematizes the main areas of digital transformation's impact on business processes, including production automation, e-commerce development, financial technologies, innovations in agriculture, and cybersecurity measures. Particular attention is paid to the adaptation of enterprises to the extreme conditions of the full-scale war and the role of digital technologies in maintaining operations, supporting remote employment, optimizing supply chains, and entering new markets. The research findings show that the digital economy has become a critical factor in business sustainability in Ukraine. Successful cases of implementing digital platforms, ERP systems, cloud services, IoT, Big Data, artificial intelligence, and e-commerce demonstrate significant potential for further development. The article also highlights the role of public policy in ensuring a digital breakthrough by investing in digital infrastructure, stimulating innovation, and improving electronic public services. Prospects for further research include assessing the efficiency of digital transformation in various sectors of the economy, in particular in terms of productivity, investment attractiveness and social impact. The authors emphasize the need for an integrated approach to digitalization, which includes technological, organizational, human resources and institutional aspects.