Abstract
<jats:p>The article analyzes the development trends of e-commerce in modern times and the main factors influencing this process from a scientific point of view. The study examines the role of technological innovations in the development of e-commerce and the impact on the transformation of business models. Changes in consumer behavior, especially the formation of purchasing decisions in the digital environment, the emergence of transparency and the increasing importance of personalized experiences, are emphasized. The article evaluates the digital transformation processes within the framework of the Azerbaijani economy. The initial stages of digital changes in our country, the development of online sales platforms, the spread of C2C and B2C models, as well as the expansion of mobile commerce opportunities are analyzed. In addition, the increasing popularity of foreign e-commerce platforms such as “AliExpress”, “Amazon”, “Trendyol” and “Temu” among Azerbaijani consumers, and the impact of this trend on the domestic market are generally commented on. These approaches serve to systematically understand the current state of e-commerce, identify future development trends, and substantiate theoretical results for practical discussions, and provide methodologically useful generalizations for scientific research and create directions for future research. Keywords: e-commerce, technological innovations, business model transformation, consumer behavior, digital transformation.</jats:p>