Digitisation and E-commerce Impact on the Microeconomic Theory
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Abstract
The article is focused on the processes of digitisation and development of e-commerce seen from the perspective of microeconomics. The author’s aim is to analyse selected changes in microeconomic theory caused by digitisation, in particular by e-commerce. In order to do so, the author looks at microeconomics textbooks and analyse changes in the behaviour and characteristics of the main market participants. In addition market structures are discussed. It is observed that not only theory but also statistical standards applied to measuring of economic activity should catch up with swift digital transformations of economy and market driven by rapid technological progress.
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