E-commerce as a modern paradigm of formation and use of marketing tools

E-commerce is a big part of the economy and extremely important for businesses that sell their products or services online. Thanks to e-commerce, have opportunity reach more customers, because, due current global economic challenges, quite lot people shop online, which fastest-growing retail market. Therefore, digital marketing allows expand target market increase sales effectiveness communications with customers. In this article, we considered theoretical aspects main types e-commerce researched tools, analyzed development trends basis digitalization, accelerated was mostly caused by Covid-19 pandemic, during trade played an role both society as whole. On conducted study in European countries, enterprises are offered various activities, implement innovations rethink interaction communication consumers.