The purpose of the article is to analyze the features of the world experience in the management of e-commerce enterprises as subjects of innovative entrepreneurship and study their content. Methodology. The study used generalizations, comparisons and systematic methods. Results. In the article the specifics of the world experience in the management of e-commerce enterprises as subjects of innovative entrepreneurship are analyzed. The experience of this topic in the leading countries of the world is studied. The list of features of this question is defined. Practical meaning. It is argued that the significant reorientation of world trade to online sales channels due to the impact of quarantine restrictions associated with the coronavirus pandemic in 2020 could significantly affect the real level of sales in 2020, adjusting it upwards. It is noted that the industrial revolution turned agrarian societies into production centers and changed people's work and the standard of living they could expect. The digital revolution has also changed the way people communicate, shop and work. Referring to the experience of e-commerce companies, which are directly affected by the digital transformation on the nature and intensity of their activities in both strategic and operational dimensions, it should be noted that digital business strategies continue to review traditional retail through multichannel capabilities. Prospects for further research. Statistics show that mobile commerce, especially the use of mobile applications, is becoming increasingly important in the development of online sales strategies. Yes, Amazon is the leading mobile application for online stores in the United States. At the same time, Amazon singles out a list of development risks that are quite obvious to all retailers operating in the e-commerce environment, primarily related to the implementation of international transactions, which the author cites in the article. The author gives an example of successful European experience in managing an e-commerce company, namely the company “C&A” – a Belgian-German-Dutch network of retail clothing stores. Also interesting is the Chinese e-commerce platform Aliexpress, the international online platform Alibaba (aliexpress.com), which was launched in 2010, and Taobao, the online platform Alibaba C2C (taobao.com), which was founded in May 2003. It is noted that almost 80% of small and medium enterprises consider sales on social networks as a proven strategy to increase revenue.