Improving Methodological Approaches to Assessing The Effectiveness of E-Commerce in The Service Sector

This article explores the improvement of methodological approaches to assessing the effectiveness of e-commerce in the service sector, with a focus on optimizing business processes, enhancing competitiveness, and supporting strategic decision-making. It highlights the importance of evaluating e-commerce effectiveness to improve resource management, increase service quality, assess return on investment (ROI), enhance customer satisfaction, and mitigate risks. The study identifies key challenges in existing methodologies, including their narrow focus on financial and marketing metrics, insufficient consideration of small and medium-sized enterprises (SMEs), and limited integration of technological advancements such as artificial intelligence and blockchain. A comprehensive classification of assessment methods is proposed, including financial, marketing, operational, customer-oriented, big data analytics, technological, and integrated approaches. The article emphasizes the integration of the innovative development model and PESTEL analysis as a robust framework for assessing e-commerce effectiveness in Uzbekistan’s service sector. This combined approach accounts for technological, economic, political, social, environmental, and legal factors, enabling strategic planning, risk reduction, and enhanced competitiveness. The proposed methodology provides a systematic framework for evaluating e-commerce performance, fostering innovation, and aligning with global and local market demands.