BUSINESS PROCESS MANAGEMENT IN E-COMMERCE: ADAPTIVE AND HYBRID MODELS

Abstract

Introduction. In the context of the digital transformation of the economy, electronic commerce has become one of the most dynamic segments of economic activity, characterized by a high level of competition, rapid changes in the market environment, and increasing requirements for customer service quality. Traditional approaches to management within the framework of business process management (BPM), based on strict regulation, standardization, and process optimization, no longer fully meet the requirements of the digital environment. Their limitations are manifested in low flexibility, lengthy managerial decision-making cycles, and difficulties in integration with modern information systems. This necessitates the transformation of approaches to business process management through the implementation of adaptive and hybrid models.

Purpose. The purpose of the article is to provide a theoretical substantiation and develop the conceptual foundations of business process management in electronic commerce based on hybrid models.

Materials and Methods. The study is based on theoretical materials from contemporary scientific publications devoted to business process management, electronic commerce, adaptive approaches, and process reengineering. The informational basis was formed through the analysis of scientific articles addressing the integration of BPM with digital technologies, the application of the concept of complex adaptive systems, the impact of e-commerce on business process transformation, as well as approaches to their redesign and automation. The methodological foundation of the study consists of general scientific methods of cognition. In particular, analysis and synthesis were applied to investigate existing approaches to business process management and identify their limitations in the digital environment; the comparative approach was used to compare adaptive and hybrid management models; and the modeling method was employed to develop the conceptual framework.

Results. The study substantiates that the digitalization of the economy and the development of electronic commerce generate new requirements for business process management that cannot be fully satisfied within the classical BPM paradigm. It has been proven that the most effective approach to business process management in e-commerce is the application of hybrid models integrating the advantages of classical BPM and adaptive methodologies. The key scientific result of the study is the development of a conceptual model of hybrid business process management in electronic commerce, based on the systemic integration of strategic, process, operational, analytical, and adaptive management levels. The model provides a clear differentiation of business processes depending on their functional role and degree of dynamism: stable and critically important processes (logistics, order processing, financial operations) are implemented within regulated BPM procedures, whereas dynamic processes (marketing, customer experience management, digital interaction channels) operate on the basis of adaptive mechanisms.

Discussion. Further research should focus on the development of methodological tools for evaluating the effectiveness of hybrid models, the formation of a system of relevant KPIs for different types of business processes, as well as the study of the impact of artificial intelligence technologies on the adaptability and self-regulation of process systems in the field of e-commerce.