The purpose of the research is to reveal the features of the virtual museum and its potential.Research methodology. The choice of research methods was determined by the purpose of the article and the subject of the study, in particular, a systematic approach was applied to the processing of works on the problems of digitalization of culture, museum practice, and the method of comparative analysis was also applied (concerning the functioning of traditional and virtual museums in the logic of similarity / difference).Scientific novelty. The issues of the virtual museum problems under the influence of digitalization are touched upon.Conclusions. The virtual museum, firstly, is phenomenologically relevant to digital culture, and secondly, it creates digital artefacts accessible to any person, copies of which differ in intraspecific features. As a form of developing interactivity in the work of traditional museums, a virtual museum is an important addition, a means, expands the practice of creative communication of museum workers, and also contributes to their involvement in increasing their own digital competencies.