Currently, e-commerce is developing rapidly and is becoming an increasingly important component of the modern economy. Under the influence of this growth, there is a need to improve the legislation regulating this area, as well as to create new legal mechanisms aimed at protecting the interests of both consumers and businesses. The research is aimed at analyzing the economic and legal aspects of the functioning of digital technologies in the field of electronic commerce, as well as studying the impact of these technologies on the efficiency of processes and their interaction with various aspects of legislation regulating the field of electronic commerce. In the course of the research, literary sources, legal acts and statistical data were analyzed, as well as generalization and systematization methods were used. The results of the research confirm that e-commerce in Ukraine plays an important role in the digital economy, ensuring efficiency and profitability for businesses. An analysis of the e-commerce market showed the growth of the use of the Internet for shopping, even in difficult socio-political conditions. Therefore, despite the challenges facing the country, e-commerce remains a sustainable and powerful tool for business development and consumer activity. The implementation of digital technologies in e-commerce undoubtedly has a significant impact on all aspects of this segment. It is important to develop a comprehensive approach

that will cover both economic  nd legal aspects, ensuring the effective development of the sector in the conditions of the digital economy.