The article presents a conceptual model of the integrated ERPI (E-commerce Readiness & Performance Index) focused on improving public administration of ecommerce in Uzbekistan. A key feature of the methodology is a stimulating, incentivebased approach based on supporting and developing entrepreneurs. This approach is based on a humanistic management paradigm that emphasizes the importance of internal motivation, constructive choice, and growth stimulation. ERPI includes an assessment of digital readiness, operational efficiency, and compliance levels, forming mechanisms for positively motivating businesses to engage in official activities and exit the shadow sector. The methodological framework is based on institutional and managerial principles and incentive management methods, as well as international standards for the digital economy. The proposed model ensures the transparency of the digital market, stimulates innovation, improves the quality of government support instruments, and contributes to the sustainable development of e-commerce in Uzbekistan.