Forecasting the impact of digital innovations on changing the structure of the consumer market

Abstract

Technological innovations, particularly digital platforms and artificial intelligence tools, are radically changing the market structure and consumer behaviour, which presents new requirements for the development of marketing strategies. The purpose of this article is to analyse the impact of digitalisation on the transformation of the consumer market's structure. Methods. The study employed methods of critical analysis of scientific sources, synthesis, and the method of scientific abstraction to systematise modern approaches to the digital transformation of the consumer market. Results. It was established that digital transformation has radically reformatted the global consumer market, making e-commerce the dominant sales channel. The share of online sales in the global retail market has become significant, and this trend is irreversible and sustainable. In Ukraine, the growth of online trading also confirms the shift in consumer priorities from physical points to digital platforms. It is noted that mobile commerce has become the new standard of consumption, as the vast majority of online sales are carried out via mobile devices, contributing to the formation of an omnichannel behaviour model. In addition, social commerce, which demonstrates rapid growth in sales volumes, is highlighted as a significant factor in structural change, increasingly performing the functions of full-fledged trading platforms. It is noted that digital innovations have led to a shift in the locus of market power from traditional manufacturers to digital platform operators, which effectively use network effects and accumulate data. At the same time, digital platforms have become a key catalyst for economic inclusion, lowering barriers to entry into global markets for small businesses. It has been proven that traditional consumer loyalty is giving way to situational loyalty, where the primary competitive advantage lies in the personalisation of offers based on artificial intelligence and big data analytics. Conclusions. Digital transformation has completely changed the structure of the consumer market, making it decentralised, omnichannel, and personalised, where competition is determined not by geographical barriers but by technological capabilities, speed of response, and quality of digital interaction.