The impact of digital platforms on local business development

technological progress and changing social needs have led to the emergence of a new economic model that relies on digital platforms. This study aims to examine the impact of these platforms on local businesses and provide recommendations for their effective use. Materials and Methods:the study was conducted using scientific articles, data from domestic and international research databases, legislative acts, and government reports. Qualitative and quantitative analysis methods, as well as comparative data analysis, were employed. Results and Discussion: digital platforms are altering business models and creating new opportunities for market participants to interact. The study found that most companies utilize digital tools to streamline processes and enhance customer engagement. However, small and medium-sized businesses face challenges in their digital transformation process, including a shortage of qualified personnel and the need for substantial investments. The author provides recommendations for the effective use of digital platforms, such as active participation in online events, investment in employee training, and the utilization of analytical data. These measures can help local businesses enhance their market position and increase their competitiveness in a rapidly changing economic landscape. Conclusions: digital platforms present fundamentally new opportunities for regional entrepreneurs to scale their businesses in the context of market technological transformation. Companies that embrace advanced technologies and promptly adapt to external changes gain sustained competitive advantages, contributing to their long-term success.

online sales, social media marketing, access to new markets, process automation, data analytics, cost reduction, increased competitiveness