Keywords
digital entrepreneurship
mobile commerce
social commerce
omnichannel strategy
trade organization
customer-data analytics
digital transformation
How to Cite
Abstract
The relevance of the study lies in the fact that E-commerce 3.0 represents a new phase in the digital transformation of trade and entrepreneurship, driven by the integration of mobile, social, and omnichannel commerce into a unified customer interaction platform. Over recent years, the growing importance of digital channels and shifts in consumer preferences have necessitated the adaptation of modern enterprises to new market demands, where traditional approaches to customer management and interaction are no longer effective. In Ukraine, where the development of e-commerce is gaining new momentum, the integration of modern digital solutions is particularly important for ensuring the competitiveness of enterprises in a global environment. The study aims to substantiate an integrated E-commerce 3.0 model, incorporating mobile, social, and omnichannel solutions for managing customer experience and data analytics. The paper proposes an enterprise readiness assessment system for digital integration. Using analytical, comparative, and structural–logical methods, the study synthesizes academic and industry sources from 2024–2025 and develops a digital maturity matrix of E-commerce 3.0 (dimensions: mobile, social, omni). The results reveal a clear relationship between the level of omnichannel coherence, the sophistication of customer data analytics (CDP/DWH, AI models), and key business indicators: increased conversion rates, repeat-purchase frequency, improved unit economics, reduced service costs, and faster response times. Practical priorities for digital investment are outlined, including mobile interaction, social-commerce tools, and a unified data layer supporting assortment management, pricing, and last-mile logistics. The conclusion is that the integrated E-commerce 3.0 architecture creates a client-centric decision-making system and can serve as a methodological basis for further quantitative studies on the relationship between channel integration and the financial performance of trade and distribution enterprises.
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