Abstract
The paper examines how e-commerce platforms and technological innovations have transformed traditional services and consumer behavior. New economic models based on digital technologies have emerged because of the accelerated pace of globalization and the advancement of information technology. These models have entirely changed how businesses operate and report to their clients. This paradigm presents digitalization, digitalization, and digital transformation as separate phases of change, each of which plays a complementary role in restructuring operational procedures and adjusting services to new technological realities. The Covid-19 pandemic has sped up the use of digital tools, forcing businesses to rethink their business strategies and create creative ways to engage with customers. Furthermore, the study includes a bibliometric analysis of literature from the period 2014–2024, performed with the help of Scopus, VOSviewer, and XLSTAT. The findings highlight important global networks for collaboration, reference publications, and subject clusters related to service innovation and e-commerce. According to the research, e-commerce has a major role in the development of the services industry and has a big influence on businesses’ competitive strategies and customer interactions.