Conceptualization of system management of e-commerce enterprises

The modern information stage of business development is characterized by digitalization of all processes, primarily commodity and money exchange. This reinforces the trend of dynamic growth in the number of electronic commerce (EC) enterprises, which is naturally accom­panied by an increase in the volume of turnover, intensifying market competition between manu­facturers, sup­pliers and sellers, expansion and improvement of product offers, implement­tation of artificial intelligence technologies in these processes. There is an objective need for a flexible and adaptive response of the corporate management of EC enterprises to permanent market changes in order to strengthen their own competitive advantages, as well as to develop a theoretical model of effective system manage­ment of an enterprise operating in such conditions. Such a model should be based on fundamentally new approaches to the system management of EC enterprises. Ukraine’s par­tici­pation in the formation of the global information society requires the development of the domestic EC segment, which involves the improvement of business processes in produc­tion and trade, the expansion of sales channels, the transformation of the labor market and the human capital mana­gement system. Such a necessity is intensified against the background of Russia’s war against Ukraine. Despite the economic crisis caused by the war, the improve­ment of management approaches by EC enterprises should increase the efficiency of their business processes and lead to an increase in the competitiveness of the domestic economy. The aim of the article is to develop the conceptual foundations of system management of e-commerce enterprises. Based on the methods of scientific analysis and synthesis, the essence of e-commerce, e-commerce enterprise is determined and the classic McKensey 7S mo­del is developed in the case of system manage­ment of an e-commerce enterprise. Internal and external determinants of system management of EC enterprises are highlighted. The develop­ment of the classic McKensey 7S model and the analysis of the system management determinants of EC enterprises made it possible to concept­tualize it and reveal the need for a scientific rethinking of management approa­ches at the level of domestic enterprises. This will contri­bute to the leveling of barriers to the effective introduction of new management approaches into management practice.