Mikhail N. Dudin – Doctor of Economics, Professor, Deputy Director of the Market Economy Institute of Russian Academy of Sciences, SPIN-code: 8139-4337 / ORCID 0000-0001-6317-2916) (Russia, Moscow), E-mail: dudinmn@mail.ru

Zarema K. Omarova – Doctor of Economics,  Associate Professor, Principal Researcher of the Market Economy Institute of Russian Academy of Sciences, SPIN-code: 3221-1290 / ORCID: 0000-0003-4335-6982 (Russia, Moscow), E-mail: omarova@ipr-ras.ru

 Abstract. The article clarifies the essence of digital entrepreneurship, which is developing at an exponential rate, radically changing the essence of business, revealed its impact on the conditions of management and management of enterprises. The article defines the characteristics of entrepreneurship in the digital economy, analyzes the dynamics of e – Commerce around the world during 2015-2017. On the basis of the study, the main directions of development of digital entrepreneurship in the field of trade and services sector are proposed. Purpose of article. The purpose of this article is to analyze the level of digital transformation of trade and services in Russia and abroad; research and substantiation of the directions of digital transformation of the domestic retail sector and services sector based on the analysis of promising digital technologies. The object of research is digital entrepreneurship. The subject of the research is the essence and benefits of digital entrepreneurship development in trade and services sector.  The methodological basis of the study were such General scientific methods as analysis, synthesis, comparison, generalization.

The article defines that digital entrepreneurship can help enterprises, in particular small and medium-sized enterprises, to overcome obstacles to their expansion; in addition, it is an opportunity for small enterprises to participate in various business activities, provided equal opportunities for cooperation and innovation.

Keywords: digital entrepreneurship, digital trade, e-Commerce, digital economy, trade and services, digital economy, entrepreneurship.

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