THE IMPACT OF DIGITALIZATION ON THE COMPETITIVENESS OF ENTERPRISES IN THE DIGITAL ECONOMY

The article examines the impact of digitalization on enterprise competitiveness in the digital economy, focusing on the relationship among the level of digital technology implementation, the effectiveness of business processes, and enterprises' ability to adapt to modern market conditions. The purpose of the study is to identify the relationship between the level of digital activity of organizations, in particular, the share of enterprises that carry out online orders and receive orders via the Internet, and their competitive advantages. The study uses analytical, statistical, and economicmathematical methods, including correlation analysis, calculation of average annual growth rates, and regression modeling. The results of the analysis confirmed the existence of a strong direct relationship between digital indicators – an increase in the share of organizations making online orders by 1% leads, on average, to an increase in the share of organizations receiving online orders by 2.122%, indicating the multiplicative effect of digitalization. Digital technologies contribute to productivity growth, cost reduction, increased process transparency, and improved customer interactions, which together enhance the competitiveness of enterprises. The study's conclusions emphasize that digitalization is a systemic factor in the development of the national economy, forming new mechanisms for competitive advantage and creating conditions for sustainable growth, innovation, and Kazakhstan's integration into the global digital ecosystem.

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