The introduction of technical components into the processes of concluding and executing contracts contributes to the optimization of models of economic interaction: overcoming the territorial remoteness of counterparties, increasing commercial activity, reducing transaction costs. In order to increase the effectiveness of contractual relations, it becomes obvious that there is a need for effective legal regulation and harmonization of legal mechanisms for the protection of e-commerce participants, including at the international level.The author considers four global organizational and economic models of e-commerce and tries to reveal the legal essence of e-commerce.
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