THE IMPACT OF DIGITAL TRANSFORMATION ON THE COMPETITIVENESS OF SMALL AND MEDIUM-SIZED ENTERPRISES (SMES)

This article analyzes the impact of digital transformation on the competitiveness of small and medium-sized business entities. In the context of globalization and economic digitalization, the adoption of innovative technologies has become a key factor in ensuring sustainable development and achieving market advantage for small and medium-sized enterprises. Within the framework of the study, the relationship between the level of digital transformation and competitiveness indicators was assessed based on empirical data. The results of the statistical analysis confirm that an increased level of digital technology adoption has a positive effect on enterprise revenue growth, cost efficiency, and market share. In addition, the role of e-commerce, automation, and digital marketing tools in shaping competitive advantages was identified. The findings of the study highlight the need to develop digital strategies for small and medium-sized enterprises and to improve state support mechanisms in this area.