E-commerce tools and their role in the implementation of startup

<jats:p>E-commerce tools and their role in the implementation of startup # 77 435-438View full article УДК 339.3 DOI: https://doi.org/10.36887/2415-8453-2026-3-77 Ruda Tetyana, PhD in Economics, Senior Researcher, Associate Professor, Associate Professor of the Department of Economic Theory, Entrepreneurship and Trade, Khmelnytskyi National University, https://orcid.org/0000-0001-6934-6796 JEL classification: L21, L23, L81, F10 The article outlines the role and importance of e-commerce tools in modern business conditions. The essence, main tasks, and functionality of e-commerce tools are defined. The advantages that business gains from the practical application of e-commerce tools are indicated, the most important of which are the breadth and speed of market coverage, the ability to optimize costs, improve the organization of core business processes through automation, obtain primary information on the main trends in the state and development of the business environment, and establish communication with customers. The typology of e-commerce tools is presented, namely: e-commerce platforms (marketplaces), content creation, internal communications and organization of core business processes, the trading process and logistics, marketing, customer service and the formation of a sustainable system of interaction with them, evaluation of efficiency and effectiveness through the implementation of analytical tools. The essential characteristics are also revealed, along with the advantages and disadvantages of their practical application. In particular, the features of using crowdsourcing and crowdfunding to secure financial support for implementing business ideas are identified. It is also determined that, in modern conditions, the use of artificial intelligence (principles of virtual and augmented reality) is becoming increasingly relevant and, according to experts’ forecasts, is one of the most promising tools for the development of e-business. The characteristics of e-commerce tools with customized forms are provided, namely Wix, Weebly, FlipSnack, ShippingEasy, Drip, Constant Contact, Squarespace, Shopify, BigCommerce, and Zyro, which serve as a powerful basis for the development of e-business and the expansion of the e-commerce market. Each of these platforms has its own functionality that can be adapted to the needs of business structures and the requirements of the modern market, taking into account entrepreneurs’ initial financial capabilities. Keywords: e-commerce, e-business, startup, e-commerce tools, business idea.</jats:p>