• Halyna Kis Ivano-Frankivsk National Technical University of Oil and Gas



e-commerce, "Internet of things", information technology, industry 4.0.


The purpose of the study is to analyze the features of the use of information technologies in industry 4.0 "Internet of Things" in e-commerce. The study hypothesizes that the use of Industry 4.0 technologies contributes to the development of modern marketing, data analysis and ensures the security of transactions between consumers on online platforms, which is a driver for the creation of innovative business models, which, in turn, ensure the effective development of business and e-commerce.

The study determined that IoT technologies, big data and analytical capabilities have become an integral part of the development of retail at the present stage. With technological advances in a consumer-centric economic system, market participants can interact with customers through more diverse and effective means. In addition, businesses in the economic system can also optimize their operations and management, allocate and efficiently use resources based on consumer demand and quickly and accurately meet the desired demand by offering optimal goods and services. It is concluded that, as drivers of continuous innovation and transformation of the retail industry, enterprises should consider the technological innovations of Industry 4.0 with an open mind and actively apply them in their strategic transformations. That being said, it is very important to invest in marketing as well as research and innovation in order to achieve faster growth and a more solid position in the e-commerce market.

Modern business models of e-commerce with using Industry 4.0 technologies that contribute to the development of modern marketing, data analysis and secure relationships between consumers on online platforms are identified. Industry 4.0 technologies drive the creation of innovative business models that enable the development of business.


Industry 4.0. Challenges and Solutions for the Digital Transformation and Use of Exponential Technologies. (2020). Deloitte. Available at: ch/en/pages/manufacturing/articles/manufacturing-study-industry-4.html#

Industrie 4.0. Smart Manufacturing for the Future (2013). Berlin: Germany Trade and Invest Gesellschaft für Außenwirtschaft und Standortmarketing mbH, 39 p.

Internet of Things: Next major disruptor for retail (2013). Available at: http://www.the–future–of–

Duginecz G. V. (2018). Koncepciya "Internet rechej" v globalnomu vyrobnycztvi: dosvid dlya Ukrayiny [The concept of "Internet of Things" in global production: experience for Ukraine]. Ekonomika i region [Economy and region]. № 1(68). P. 127–133. Available at:

Opanasyuk V. (2017). Іndustrіya 4.0: mіstse Ukraіni v mіzhderzhavnіy kooperatsіі і spetsіalіzatsіya [Industry 4.0: Ukraine's place in interstate cooperation and specialization]. Naukovі zapiski Natsіonalnogo unіversitetu "Ostrozka akademіya". Serіya "Ekonomіka" [Scientific notes of the National University "Ostroh Academy". "Economy" Series]. № 4(32). P. 67-71.

E-Commerce Impacts Global Trade (2018). Available at:

Orendorff A. (2019). The plague of e-commerce return rates and how to maintain profitability. Available at:

Unpacking E-Commerce: Business Models, Trends and Policies (2019). Paris: OECD Publishing.

Mazaraki A., Duginets A. (2016). Essence of international production networks: institutional analysis. Contemporary issues in economics, business and management. Conference Proceedings. PRESSIA ltd. Belgrade, P. 265-270.

Global e-commerce 2019. (2020). Available at: https://www.

Global manufacturing competitiveness index – 2016 (2017). Available at: articles/global-manufacturing-competitivenessindex.html

Communication technologies for the Internet of things in agriculture (Agro IoT) and the role of telecom operators (2018). Report 2017. J’son & Partners Consulting. Available at: _analytics_view/communication-technologies-for-the-internet-of-things-inagriculture-agro-iot-and-the-role-of-telecom-operators

Shipp S., Scott J., Weber C., Finnin M. (2012). Emerging Global Trends in Advanced Manufacturing. Alexandria, VA: Institute for Defense Analyses. Available at:

Voigt K. (2012). China looks to lead the Internet of Things. Available at: things/

Manyika J., Chui M., Bisson P. Woetzel J., Dobbs R., Bughin J., Aharon D. (2015). Unlocking the potential of the Internet of Things. Available at:

Skіtsko V. І. (2016). Іndustrіya 4.0 yak promislove virobnitstvo maybutnogo [Industry 4.0 as an industrial production of the future]. Іnvestitsії: praktika ta dosvіd [Investments: practice and experience]. № 5. S. 33-39.

Jaruzelski B., Schwartz K., Volker S. (2015).Innovation’s New World Order.. Available at:

WТО. Available at:

Dijkman R. M., Sprenkels B., Peeters T., Janssen A. (2015). Business models for the Internet of Things. International Journal of Information Management. Vol. 35, P. 672-678.

Osterwalder A., Pigneur Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. 1st ed. John Wiley and sons, 288 p.



How to Cite

Kis, H. (2020). THE USE OF INFORMATION TECHNOLOGY INDUSTRY 4.0 "INTERNET OF THINGS" IN E-COMMERCE. Scientific Bulletin of Ivano-Frankivsk National Technical University of Oil and Gas (Series: Economics and Management in the Oil and Gas Industry), (2(22), 81–86.