OPTIMIZATION OF PERFORMANCE INDICATORS FOR ELECTRONIC COMMERCE MANAGEMENT UNDER DIGITAL TRANSFORMATION: THE CASE OF UZBEKISTAN

Abstract

In the context of active digital transformation of economic processes, the issue of enhancing the efficiency of managing electronic commerce entities has gained significant relevance. This article examines conceptual frameworks and practical mechanisms for optimizing managerial performance indicators of enterprises operating in the e-commerce sector of the Republic of Uzbekistan. The study analyzes the institutional environment, the level of digital maturity, and the technological infrastructure of electronic business, and identifies key barriers hindering its development. Special attention is given to the need for implementing an integrative management model focused on digital analytics, business process automation, consumer interaction personalization, and the use of advanced platform-based solutions. Based on comparative analysis with international practice, specific recommendations are proposed for improving performance evaluation systems for e-commerce actors, taking into account the national context. The findings can be applied in shaping state policies supporting digital entrepreneurship and developing strategies for sustainable growth of electronic commerce.