The article examines the impact of the digital economy on online commerce, noting the growth of its popularity and competitiveness. The author highlights key changes in the field of online commerce, such as the emergence of new business models, increased use of Artificial Intelligence and personalized offers for customers. The article emphasizes the importance of continuous learning, adaptation and innovation for successful business in this area, and also suggests strategies for managing online commerce in the context of digitalization. The author discusses the growth of the e-commerce market in Russia, highlighting the dynamics of its development, taking into account factors such as changes in consumer behavior and modern technologies. At the end of the article, the emphasis is placed on the importance of innovation, automation and personalization for the successful development of online commerce. Thus, the main idea of the article is the need for effective use of digital technologies, data analysis, building a strong brand and providing high-quality service to customers in a digital economy.