Electronic commerce in the pharmaceutical industry: development of electronic trade and mechanisms for minimizing economic risks

Abstract

The article examines the features of the development of electronic commerce (e-commerce), including online trade as its component, in the pharmaceutical industry in the context of economic digitalization. It identifies the main econom-ic risks associated with the functioning of digital sales channels, including financial, legal, logistical, and reputational risks, and analyzes their impact on the operational efficiency of enterprises in the sector. The study highlights the specif-ics of risk formation during the online distribution of pharmaceutical products, emphasizing that failures in logistics, regulatory compliance, or digital security can directly affect consumer safety and trust. The necessity of a comprehensive approach to risk management is substantiated, combining digital technologies, regulatory tools, and quality control mechanisms to ensure the stability and competitiveness of pharmaceutical e-commerce platforms. The article also pro-poses practical directions for risk mitigation, taking into account the industry’s characteristics, such as the critical im-portance of product safety, regulatory compliance, and the integrity of supply chains. Special attention is paid to the in-tegration of blockchain technologies, digital identification systems, and cybersecurity measures as key mechanisms to enhance transparency, prevent fraud, and protect consumer data. The findings demonstrate that an effective risk man-agement framework not only reduces the likelihood of negative events but also strengthens customer confidence, sup-ports sustainable business development, and promotes the long-term efficiency and competitiveness of pharmaceutical enterprises in the digital economy. This research contributes to the understanding of risk dynamics in the online phar-maceutical market and provides recommendations for industry practitioners, regulators, and digital platform managers.