Electronic commerce as a tool of strategic management with challenges and opportunities

Abstract

The thesis explores strategic management in e-commerce as a key element of digital business transformation. It focuses on how companies adapt to changes in consumer behavior amid the growing popularity of online shopping, mobile commerce, and social commerce. The paper analyzes the opportunities e-commerce offers businesses, including market expansion, process optimization, personalized marketing, and enhanced customer experience. Particular attention is given to challenges accompanying digitalization, such as cybersecurity threats, global competition, technological barriers, and logistics complexities. The study emphasizes that successful strategic management in e-commerce requires an innovative approach, data-driven decision-making, an efficient supply chain, and flexible models of consumer interaction.