Development of a macroeconomic model of the impact of digital technologies on supply and demand

The article discusses the impact of digital platforms on aggregate demand and aggregate supply. The mechanisms of interaction between digital platforms and other economic agents are studied and modeled. The possibilities of reducing the level of transaction costs of economic agents as a result of network interaction are analyzed. It is well known that at the stages of origin and formation, digital platforms are institutions for reducing transaction and some transformational costs for sellers and buyers. Due to this, the parties to market relations have an income effect corresponding to a reduction in the level of costs, an increase in aggregate demand is stimulated. The authors draw attention to the personalized offer as a market management tool from digital platforms. The most significant conclusions and results of the work are based on the application of a systematic and evolutionary approach, as well as the method of graphical modeling. As a result of the conducted research, an economic and mathematical model was constructed that reflects the mechanisms of possible demand reduction under the influence of digital technologies in the short term.