DETERMINING ENTERPRISE PRODUCT DISTRIBUTION CHANNELS IN THE CONDITIONS OF DIGITAL ECONOMY DEVELOPMENT

Abstract

Problem Statement. In the context of modern digital transformation, the structure of enterprise distribution channels is undergoing significant change. The development of e-commerce, marketplaces, social commerce, and digital platforms is forming a new ecosystem of interaction between manufacturers, intermediaries, and consumers. Traditional channels are becoming less effective without the integration of digital tools, which necessitates the revision and modernization of enterprises’ distribution policies. The purpose of the article is to explore enterprise product distribution channels in the digital economy, taking into account the differences between B2B and B2C models and identifying key factors for their optimization. Research methods: analysis, systematization, comparison, classification, graphical interpretation, and structural-functional analysis. The research hypothesis assumes that a rational selection of distribution channels in the context of digitalization increases the effectiveness of distribution policy and reduces conflicts among stakeholders. Presentation of the main material. The study examines the specifics of distribution in the digital economy and summarizes the main channels characteristic of the B2B and B2C segments. It is established that an effective distribution system is a combination of direct, indirect, online, and offline channels. Conflicts among key stakeholders manufacturers, distributors, marketplaces, and end consumers have been systematized. A classification of distribution channels is provided, along with key directions for their optimization. Originality and practical significance lie in identifying approaches to optimizing distribution channels with consideration of digital tools and stakeholder interests. The results may be used by enterprises to develop a modern distribution strategy. Conclusions. The optimal distribution channel in the digital economy is an integrated model that ensures market coverage, personalization, and effective pricing. Aligning the interests of distribution system participants helps reduce conflicts and enhance enterprise competitiveness. Further research should focus on quantitative assessment of channel efficiency and the development of models for integrated omnichannel systems.