Digital marketing has emerged as a cornerstone of e-commerce development, offering transformative opportunities for businesses in Uzbekistan. This research explores the adoption and effectiveness of digital marketing tools, focusing on their role in enhancing brand presence, customer engagement, and business growth. Drawing from interviews with industry experts and educators, as well as revealing from leading Uzbek firms, this study identifies critical challenges, such as the digital skills gap and budget constraints, that hinder broader adoption.  Through a combination of data collection, this paper offers a roadmap for accelerating digital transformation in Uzbekistan’s e-commerce sector. The findings emphasize the need for strategic investments in education, public-private partnerships, and influencer-driven campaigns to boost competitiveness.

digital marketing, e-commerce, Uzbekistan, data analytics, influencer marketing, mobile commerce, skills gap, SEO, regional comparisons

Evans, D., & McKee, J. (2022). Digital Marketing in the Age of Data. Wiley Publishing.

Khamidov, S. (2023). E-Commerce Growth and Digital Marketing in Uzbekistan. Uzbek Economic Review, 12(3), 45-61.

Asadov, M. (2022). The Role of Data in Driving Effective Marketing Strategies. Tashkent Journal of Business Research, 10(2), 28-39.

Jaffer, N. (2020). Emerging Trends in Mobile Commerce. Global Business Review, 18(5), 24-36.

Kumar, R. (2021). Influencer Marketing in Emerging Economies. Journal of Digital Strategy, 9(1), 18-27.