Adaptability and sustainability of e-commerce

Abstract

The rapid digitalization of the economy is trans­forming the principles of business operations, parti­cularly for e-commerce enterprises, increasing their dependence on the effectiveness of information technology infrastructure. Under conditions of growing market turbulence and technological competition, it is precisely investments in information technologies that determine companies’ ability to maintain business continuity, quickly adapt to external changes, and ensure financial stability. This highlights the need for a quantitative assessment of the impact of such investments on the financial performance and business resilience. The study hypothesis is the assumption that the development of information and technology infrastructure is a key factor in enhancing the financial efficiency, adaptability, and competitiveness of an enterprise. The purpose of the article is to empirically verify this relationship using the example of the Allegro company. The methodological basis of the study combines dialectical, analytical, and quantitative-economic approaches: analysis of financial state­ments for 2017–2024, comparison of revenue and expen­diture dynamics, as well as multifactor regression modelling, which made it possible to assess the strength and direction of the influence of techno­logical, marketing, logistics, and personnel resources on financial outcomes. The obtained results confirm a statistically significant positive effect of IT invest­ments on company revenue and demonstrate that the development of digital infrastructure enhances mana­gerial efficiency, operational flexibility, and long-term business resilience. The practical significance of the findings lies in defining the prioritization of techno­logical investments as the foundation for financial stability and strategic development of e-commerce enterprises.