Innovation and Sustainability

The article considers the use of modern innovative information technology (IT) in general in the digital economy and in e-commerce, as its most sensitive part. First of all, the paper shows that since the beginning of the XXI century one of the main trends in the economy and society in general is the penetration of innovative information technologies in various fields of human activity, which entails global digitalization of both economy and society as a whole. E-commerce, as part of the digital economy, has been shown to be a driving force in accelerating global economic development and creating new markets. E-commerce also opens up new opportunities for inclusive and sustainable innovation growth. It is argued that the rapid development of ecommerce became possible only after the percentage of global Internet penetration exceeded some critical level, which led to its availability to the general public. In turn, the emergence of more and more new users on the Internet, the widespread use of various social networks and the rapid growth of internet of things (IoT) has led to the data explosion and the emergence and spread of technology such as Big Data. The main advantages of using Big Data in modern analytics in comparison with traditional methods are considered in the work. The place and role of Big Data technologies and tools in the digitalization of the Ukrainian economy are analyzed. It is proved that the intensive development and spread of the use of Big Data in all spheres of modern society leads to the active use of innovative IT. Based on the analysis, the main areas of use of Big Data are identified, namely: credit scoring, segmented or personalized services, risk management, anti-fraud system and using blockchain technology. The use of these technologies, in turn, will minimize customer effort and increase the efficiency of B2B and B2C models in both the digital economy and e-commerce

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