ЗАСАДИ ФУНКЦІОНУВАННЯ ПІДПРИЄМСТВ Е-КОМЕРЦІЇ НА РИНКАХ ПОСЛУГ

The article examines the theoretical and practical principles of the functioning of e-commerce enterprises in service markets under the conditions of digital transformation of the economy. The essence of service e-commerce is defined, its specific features are identified, and the main types of services that can act as independent objects of electronic purchase and sale are systematized. Particular attention is paid to the characteristics that distinguish e-commerce in services from electronic trade in tangible goods, including the intangibility of services, the simultaneity of production and consumption, the impossibility of storing unused capacity, personalization, the global nature of digital interaction, and the critical role of digital platforms. The study systematizes the main risks faced by e-commerce enterprises, including cyber, technological, legal, reputational, financial, competitive, marketing, and operational risks. The economic specificity of service e-commerce is associated with the combination of service intangibility, the decisive role of digital platforms as an environment for interaction, and a high level of information asymmetry between sellers and consumers. The importance of mechanisms for preliminary verification of service providers, standardization of service quality criteria and contractual conditions, payment and personal data protection, documentation of service delivery, guarantees, and alternative dispute resolution is substantiated. The study also emphasizes the importance of customer trust, transparency of digital transactions, and the availability of reliable feedback mechanisms, which directly affect consumer decision-making and the long-term sustainability of service providers in digital markets. It is concluded that the efficiency and competitiveness of e-commerce enterprises depend on their digital maturity, management quality, adaptability, and ability to implement innovative technologies. Further development is associated with artificial intelligence, business process automation, and the creation of integrated digital ecosystems.