The growth of market competition, its transition to regional and international levels, the development of information technologies as well as dramatic changes in consumer behaviour determine the development of global market trends, which necessitates the study of a methodology to form distribution channels, from the viewpoint of digital connectivity and transition to a more complex global system. The paper discusses the conceptual framework for creating a digital business ecosystem as a combination of three components: the consumer’s ecosystem, the producer’s ecosystem and the communicative connecting core. The object of research is a distribution system that operates in a market environment. The research is based on the application of the descriptive-analytical and comparative methods as well as the method of semantic and structural analysis, the method of monitoring the content of terminology in theoretical and applied papers within the chosen field of study. Significant development trends have been identified in the theory of global value chains and supply chains, the strategic goal of which is not to dominate, but to keep the balance that generates added value. The ecosystem formation theory terminology is enriched by introducing the concept of “a digital ecosystem” into the scientific circulation. The role of the consumer as a full participant in the business ecosystem, who is engaged in the process of creating additional consumer value, is determined.

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