The article presents the term diversification, its history and definitions given on this subject by european, russian, uzbek scientists, and the author also gives a definition. The role, significance and types of diversification in the service sector in the process of globalization are analyzed. It explains how diversification can help in a competitive market, thanks to which you can achieve financial stability, have your own place in the market, be able to assess risks, and be able to correctly allocate resources. , it is mentioned in detail that it can withstand the economic downturn, addressing the problems associated with the sector. The article provides information on the possibility of increasing customers and achieving their loyalty through diversification of services.

This paper presents an empirical analysis of Uzbekistanʼs export structural diversification during 2017–2024. Horizontal diversification is measured by the number of exported products and the Herfindahl–Hirschman Index, while vertical diversification is evaluated through average unit export values. Regression results reveal that an increase in the number of exported products significantly boosts export volume, especially for trade with neighboring countries. For distant markets, both product variety and higher value-added goods play an important role, emphasizing the need to promote vertical diversification. The study also finds a high dependency on a limited number of export items, particularly gold. Given Uzbekistanʼs landlocked position and high transport costs, shifting toward processed, value-added, and technologically advanced exports is essential for sustainable growth.