DIGITAL TRANSFORMATION OF THE ECONOMY AND ITS EFFECTS ON CONSUMER MARKET DYNAMICS IN UZBEKISTAN

Abstract

The digital transformation of the economy has become a crucial factor in reshaping consumer market dynamics around the world, especially in emerging economies. This article examines the impact of digitalization on the development and structural change of the consumer market in Uzbekistan. The study analyzes how the expansion of digital technologies, such as e-commerce platforms, digital payment systems, online retail services, and data-driven marketing, has changed consumer behavior, market access, competition, and efficiency. The study results show that digital transformation has contributed to increasing market transparency, reducing transaction costs, expanding consumer choice, and enhancing the role of small and medium-sized enterprises in the consumer market. At the same time, the study identified persistent challenges related to digital inequality, infrastructure gaps, and regulatory adaptation. The article concludes that a sustainable digital transformation, supported by targeted policy measures and institutional reforms, is crucial for building a competitive, inclusive, and resilient consumer market in Uzbekistan.