DIGITAL TRANSFORMATION OF A LOGISTICS ENTERPRISE’S BUSINESS MODEL: FROM TRADITIONAL DELIVERY TO AN AI-ORIENTED ECOSYSTEM

Abstract

The article examines the peculiarities of business model transformation within a logistics enterprise in the digital economy, using Nova Poshta LLC as a case study. It considers theoretical approaches to innovative development, business process digitalization, and logistics business modeling. Using the Osterwalder Canvas, the study analyzes the enterprise’s existing business model and identifies key areas requiring innovative renewal, including insufficient service personalization, high resource intensity of operational activities, dependence on the human factor, and limited diversification of revenue sources.
The study outlines the core directions of Nova Poshta’s digital transformation: implementing AI-based logistics flow forecasting, developing an omnichannel CRM platform, scaling the automated parcel locker network, and modernizing infrastructure. Deeper integration of AI technologies is shown to be essential for transitioning from isolated digital solutions to a holistic ecosystem.
A comparative Osterwalder Canvas analysis reveals profound changes across key activities, value propositions, customer relationships, channels, revenue streams, and cost structures. This transformation marks a definitive shift from a traditional logistics-oriented model to a digitally integrated service ecosystem combining logistics, financial, information, and analytical services.
The key characteristics of this transformed model include predictability, personalization, automation, integration, and scalability. The conclusions substantiate that business model transformation in the digital economy requires a comprehensive renewal of value creation mechanisms and a transition to a service-digital model of functioning.