THE IMPACT OF DIGITAL TRANSFORMATION ON REVENUE DIVERSIFICATION IN UZBEK SMALL AND MEDIUM-SIZED ENTERPRISES

In transitional economies, small and medium-sized enterprises (SMEs) face pronounced challenges in sustaining growth and managing risk due to narrow revenue streams and limited market access. In Uzbekistan, ongoing digitalization initiatives offer opportunities for revenue diversification through e-commerce, digital marketing, and fintech adoption. This study examines how digital transformation affects revenue diversification among Uzbek SMEs. Drawing on survey data from 250 SMEs across major cities, qualitative interviews with business owners, and secondary data from industry reports, the analysis highlights that digital transformation significantly enhances revenue diversification when supported by managerial capabilities and institutional frameworks. The study contributes to the literature on SME strategy in emerging markets and offers policy implications for enhancing digital capabilities in Uzbekistan.