1Candidate of Economic Sciences, Associate Professor, Dean of the Faculty of Management, Entrepreneurship and Law, Department of Finance, Accounting and Auditing, Khmelnytskyi Cooperative Trade and Economic Institute, Khmelnytskyi, Ukraine
2Candidate of Economic Sciences, Associate Professor, Head of the Marketing Department, Academy of Labour, Social Relations and Tourism, Kyiv, Ukraine
3PhD in Economics, Associate Professor of the Department of Finance, Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine
4Doctor of Sciences (Economics), Associate Professor, Professor, Department of Economic Theory, Macro-and Microeconomics, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
5Doctor of Economics, Docent, Head of Department of Accounting and Economic, Melitopol Institute of Public and Municipal Administration of the “Classic Private University’, Melitopol, Ukraine
The digital economy is revolutionising financial markets, changing their structure and content through the introduction of fintech innovations. Analysing these trends is not only relevant but also critical for understanding the prospects for the development of the financial sector in the digital age. In this context, the purpose of our research is to review and analyse the key aspects of this process and to reveal how the digital economy affects the structure and content of financial markets globally and in Ukraine. The study used a variety of methods, including a monographic analysis of the literature and a systematic approach to the development of terminology. Additionally, inductive and deductive methods were used to formulate hypotheses and conclusions, as well as graphical and tabular data visualisation. As a result of the study, the main ways in which technology affects the financial sector are considered. It is noted that digital innovations are revolutionising the way financial institutions operate. It is found that digital transformation in the financial services market involves not only the use of the latest technologies but also the use of qualitatively new approaches to information interaction between providers and users of financial products or instruments. The study also points to the positive impact of new technologies, such as artificial intelligence, blockchain, the Internet of Things, virtual reality, etc. on the future landscape of technology and digitalisation. It also identifies the main areas of development of Ukrainian Fintech. The article concludes that the development of digital technologies is significantly transforming the financial sector, making it more accessible, efficient, and innovative. The results and methods of the study are of practical importance, as they provide an opportunity to better understand the impact of the digital economy on financial markets. This will help businesses, governments, and academic institutions make informed decisions about the development of financial systems in the digital age and the use of the latest technologies to improve financial stability and access to services.
⓿ The development of the digital economy requires appropriate regulation to ensure security, data protection, and the prevention of financial crime.
⓿ For successful integration of digital technologies in the financial sector, it is essential to ensure the availability of skilled professionals.
⓿ To ensure the widespread adoption of digital technologies in financial services, information campaigns, and educational activities should be conducted among the population on the benefits and opportunities of these services.
Digital Economy, Fintech Innovations, Digital Transformation of Financial Markets, Impact of Technology on the Financial Sector, Innovations in Ukrainian Fintech, Digital Technologies
