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Modern approaches to managing the commercial activities of an enterprise in the context of digital transformation
(Державний торговельно-економічний університет, 2025) Koval, A.
The article explores the theoretical and practical foundations of commercial activity management in the context of digital transformation. It emphasizes the need to move from traditional administrative models to more flexible, technology-driven approaches that address the demands of a rapidly evolving market. Key digital tools implemented in commercial operations – such as CRM and ERP systems, e-commerce platforms, business intelligence software, and AI powered solutions–are identified and analyzed. A comparative analysis of international and Ukrainian academic discourse highlights different emphases: while global studies focus on customer behavior analytics and platform integration, Ukrainian research addresses organizational and structural barriers to digitalization. The study underlines the strategic importance of customer-centricity, omnichannel approaches, and personalized engagement in shaping modern commercial strategies. Based on global trends and local realities, the article proposes practical recommendations for optimizing commercial activity management in Ukrainian enterprises