Relevance of the research topic. Internet marketing plays an important role in the process of economic globalization, as it expands opportunities for companies from all over the world to access information, financial, production and labor resources, and significantly simplifies the development of e–commerce. Formulation of the problem. The fast pace of development of Internet marketing is an effective tool for doing business, satisfies information needs and creates an effective system of relations between enterprises and consumers. Setting goals and objectives of the study. These are the conceptual foundations of Internet marketing and its tools, the role of the Internet in the processes of globalization of business and is gaining important scientific and practical importance. The development of information technology, the rapid growth of e–commerce as the basis for the emergence of a new direction in the modern concept of interaction – Internet marketing. Research methodology. In this work, we used the dialectical method of scientific knowledge, the method of analysis and synthesis, the comparative method, and the method of generalizing data. The results of the study. This article defines the role of Internet marketing as an effective tool that intensively increases the pace of application and takes e–commerce to a new level and is a method of expanding the target audience with resource optimization. Scope of the results. E–commerce is widely used in industries, manufacturing and services. Conclusions on the article. The results of the study led to the following conclusions: the effectiveness of tools to increase the effectiveness of electronic commerce was proved.