The activity of electronic trading, carried out through social networks and other online platforms, continues to gather momentum in various countries of the world. Experienced entrepreneurs find their audience, offering a diverse range of goods and services online. This form of business is particularly relevant in the conditions of the COVID-19 pandemic, when many consumers prefer to shop online, avoiding trips to stores. However, for electronic trading to provide stable income, attention must be paid not only to the quality of goods or services but also to the reputation of the seller. Additionally, to gain the trust of potential clients, online store owners need to actively engage with users, responding to their inquiries and establishing two-way communication. An important aspect of business development is also the use of targeted advertising and marketing tools to attract new buyers. Creating a user-friendly and intuitively understandable online store also contributes to increasing conversion rates and sales. Mastering e-commerce technologies, analyzing market trends, and competitors allows entrepreneurs to stay updated on the latest changes and adapt accordingly. In turn, consumers are increasingly demanding convenience in ordering and delivering goods, service quality, and payment security. Electronic trading provides the ability to choose from a multitude of goods and compare prices, which also influences consumer preferences. Therefore, the development of online trading requires constant improvement and adaptation to the changing market conditions.
