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Global digitization forces modern enterprises to respond to the rapid changes in the external environment and adapt to it. As a result, existing business models are being transformed in the areas of production, promotion, communication, calculations, interaction with partners and consumers. In this context, there is growing scientific interest in exploring theoretical and practical aspects of the economy digitization and its impact on the peculiarities of the economic entities functioning. Features of functioning of classical and digital economic entities on the basis of criterion approach have been investigated, using the following criteria: factors of production, form of business organization, location of workplace, production outcome, economic processes, connection with on-demand economy, methods of payment, relations with other enterprises, professions enhancing the image of the enterprise, communication method between employees, saving and processing of information, company promotion tools and consumer communication. The main statistical indicators of the digitalization impact on the activity of enterprises in the world and in Ukraine in 2018 have been analyzed. The feasibility of using digital economy tools has been outlined. Advantages and disadvantages of the impact of digital transformation space on the enterprise have been identified. Key-Words: economic entity, digitization, business model, digital economy, digital marketing, digital enterprise. Received: January 23, 2020. Revised: May 14, 2020. Accepted: May 29, 2020. Published: June 4, 2020.

Transformation of the Paradigm of the Economic Entities Development in Digital Economy