Abstract
The article examines online entrepreneurship as one of the most dynamic directions of transformation of sole proprietor activity in Ukraine. The relevance of the topic is determined by the rapid digitalization of business processes, changes in consumer behavior, the expansion of marketplaces, the spread of cashless payments, the active use of social networks as sales channels, and the need for small businesses to adapt to an unstable economic environment. For many sole proprietors, the online format is no longer only an additional channel for promoting goods or services; it is gradually becoming a basic model for organizing entrepreneurial activity. The study substantiates that online entrepreneurship changes not only sales channels but also the internal logic of sole proprietor activity, including cost structure, customer communication, accounting tools, scaling mechanisms, pricing approaches, and risk management. The main directions of digital transformation of sole proprietors are identified: transition from a local to a network market, use of digital platforms and marketplaces, automation of payments and document flow, development of the entrepreneur’s personal brand, application of digital analytics, integration of delivery services, online payment systems, and software cash registers. The article proposes an author’s model of transformation of sole proprietor activity in the context of online entrepreneurship, which includes organizational, economic, legal, marketing, and technological components. The ecological and economic effect of online transformation is also justified: the transition to the digital environment reduces the burden on transport infrastructure, decreases energy consumption of physical offices, and encourages paperless document flow in line with sustainable development goals. The article identifies the scaling potential of Ukrainian micro-entrepreneurs in international digital markets, which contributes to the integration of Ukrainian small businesses into the European digital space and to foreign currency inflows.
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