Digital transformation provides an increasingly competitive business environment, and companies are developing new products based on data and devising more efficient ways to communicate with the customers. Development of digital platforms, such as social networks hosting small and medium-sized businesses, pose a certain threat to companies pursing a classic business model. Will social networks become the main platform for business creation and for whom? What business opportunities will appear in the near future? Can social media compete with various marketplaces and online stores? Can social network-based payment systems, such as VK Pay, pose an alternative to bank cards?