Peculiarities of electronic commerce as a form of companies entering the foreign market in modern conditions

The author analyzes the transition of business to the online environment as a key characteristic of the modern global economic system, especially in the context of the consequences of the COVID-19 pandemic. It is mentioned that companies that were not present on the Internet either closed down or suffered significant losses. The importance of developing online sales channels in the retail sector is emphasized, as this segment is growing rapidly. Electronic commerce (eCommerce), as an integral part of modern business, includes all trading operations carried out using electronic means of communication. The article highlights the competitive advantages of e-commerce participants, such as accelerating business processes, expanding the audience, reducing costs and the possibility of round-the-clock sales. It is mentioned that e-commerce opens up new business opportunities, improves its efficiency and contributes to the development of the global economy, especially in developing countries. At the end, the transition to online commerce in the Middle East and the impact of this process on various sectors of the economy where B2C (business consulting) models are being formed are described. Thus, e-commerce is seen as a powerful tool for economic growth and sustainable development, which is important for entrepreneurs and governments in today's digital world.