Аннотация
The article examines how digital economy technologies change the living conditions and economic behavior of people. Attention is focused on business behavior and new opportunities in the business environment. In particular, they examine changes in business strategy, competition, new marketing and customer relations opportunities, the emergence of new sources of profit and competitiveness factors. Organizational forms and new methods of doing business in the context of digital transformation and digital economy are analyzed. At the same time, the key elements and features of the digital economy based on the development of information and communication technologies, the Internet and other technologies are being explored. It seems that in the context of evolutionary digitalization, there is a need for a structural transformation of business processes and the search for new models of doing business using digital technologies. The uneven spread of digital business in different countries is determined by the level of readiness of society and the economy for the transition to a new vector of development. In the domestic business environment, there are certain barriers that hinder the growth of digitalization. The article discusses the main problems and ways of business development in the digital economy. At the same time, data on the development of e-commerce as a factor in the development of digital entrepreneurship in the Republic of Kazakhstan are considered and analyzed.