E-commerce, as a subject of innovative entrepreneurship, represents a key element of the modern business environment that increasingly relies on digital infrastructure and technology. This form of entrepreneurship is transforming the traditional way of doing business, enabling companies and individuals to establish global trade links and provide their products or services online. One of the main advantages of e-commerce is its ability to overcome geographical barriers and provide access to a global market. Through online business, entrepreneurs can reach a wide range of consumers around the world, which opens up new opportunities for business growth and expansion. In addition, e-commerce provides the ability to personalize and customize products or services according to the needs and preferences of each customer, which can result in increased customer loyalty and satisfaction. Technological advances play a key role in the development of e-commerce, with mobile technologies, data analytics, artificial intelligence and blockchain technology being just some of the tools driving innovation in this sector. This final work will be approached using a variety of scientific methods, including descriptive analysis, generalization, identification of advantages and disadvantages, inductive and deductive approaches, as well as methods of analysis and synthesis. Purpose of final thesis is to investigate E-commerce as a subject of innovative entrepreneurship.