Digital transformation today is a widely accepted global business. Without processing the digitalization of the business and further investment in technology, the business of the company is unthinkable. Social networks and digital devices are used today by governments, businesses and other civil society to communicate, collaborate, learn and have fun. People use mobile and interactive tools to decide who to trust, where to go and what to buy. The digitalization of business not only changes consumer behavior but it changes their expectations. Business digitalization is not a process that will be introduced into the company's business in one stage. It represents a carefully designed strategy, then raising the funds needed for its implementation, educating human resources for the changes that will occur after the introduction of digital business. The future of business is based on digitalization, ie on new technologies that are conquering the world and are indispensable for every company for its growth and development. Along with growth and development comes profit, which is one of the main factors in starting a business. It is necessary to look at the broader picture of the investments of certain countries in the process of digital transformation, in this paper we are talking about the countries of Southeast Europe. These are the countries with the lowest GDP in the European Union, while some of them have not yet become members of the European Union. The digital transformation in the companies of the countries of Southeast Europe cannot fully come to life without the help of the state with various financial grants and subsidies. It is extremely important for companies to independently decide to replace their traditional business with a digital one and thus take a step towards strengthening their position in the market. Such a move by the company shows its strength and determination to acquire new consumers, expand into new markets, increase revenue. All of the above leads to the growth and development of an individual economy.