FEATURES OF DIGITAL TECHNOLOGIES USED IN THE COMPANY'S E-COMMERCE ACTIVITIES

In the last decade, the methods of doing business have changed radically. The main reason for this drastic change is the emergence of new technologies and their harmonization with Internet services. This research explores how digital technologies are currently being used by companies. In particular, it is analyzed how digital transformation changes traditional value generation processes that are carried out with the main participation of marketing. The article explores the impact of digital transformation on traditional marketing, including its role, structure, and tools, and focuses on the technologies used in the process by studying the technologies for the implementation of the e-commerce system in enterprises. A comparative analysis of the annual revenues of the world's largest e-commerce companies reveals their economic impact, and also shows the innovative practices that the technological advances of these companies have led to their success. The study also explores the important role of digital technology in e-commerce from a broad strategic perspective. In addition, information was provided on companies engaged in large e-commerce activities in Uzbekistan, and the development and application of e-commerce technologies in the region was presented. These results contribute to a deeper understanding of global and regional e-commerce trends, as well as the technological factors that shape this rapidly developing industry.