Аннотация
The pattern of development of the modern world market is characterized by the growing share of e-commerce. This is due to many factors. The key role is played by technological development, innovative technologies in the field of creating and disseminating the capabilities of artificial intelligence, in general, the digitalization of all spheres of human life. The advantages that e-commerce provides to a real business allow it to multiply its competitive advantages and expand its sales markets almost limitlessly. In the presented study, the authors show the possibilities for developing and strengthening the potential of the subjects of the food market in Kazakhstan, through the active introduction of elements of the e-commerce market. An analysis of the state of the e-commerce market was carried out and an assessment of the factors of its development was given. The purpose of the presented study is to substantiate, based on an assessment of reality, the possibility of developing e-commerce in the sector of production and sale of food products and developing measures for their active implementation. The study was conducted using the methods of analysis, synthesis, and comparative evaluation of statistical data.