The history of monetary supply in a digital economy is a matter of concern in the paper. In fact, the dynamics of all economy fields provoke monetization and development of new types of money. Furthermore, the opposite interdependent process is also possible, i.e. the diversity of money contributes to the advancing of economy development and society in general. The article dwells upon the development and current situation in introducing electronic money and electronic funds transfer systems in Russia. The authors review the main stages of monetization, its development and current affairs in the context of economic globalization and digital technology development. It proves the necessity to maintain total financial supervision on the part of the government in the society, since electronic money ramps up payment disintermediation that is facilitated by means of information technology at present-day time. The authors point out the facts mentioned above to be the introduction of unique monetary phenomena in modern economy that are worth to be scientifically-based.

In the article, the authors analyze the impact of digital technologies on the reaction of sovereign customers to the goods and services offered at the market. The economy digitalization enables to take into account as much as possible all factors that allow the consumer to make effective decisions aimed at full meeting individuals' needs. The formation of the production pattern to a great extent depends on what needs are, and what level of their meeting is. Consuming some of the benefits and refusing to consume the others the consumer actively influences the production activities of economic agents in the economy. The sovereign consumers' needs, accounted and unaccounted, are the guideline for the development of the production activities of economic agents, structure and quantity of output of necessary goods and services. The sovereign consumers capable of making effective consumer decisions create a new need and an internal encouraging incentive in the economy. The modern economy is fundamentally oriented to the ultimate taking into account the social, cognitive and emotional factors and their influence on making effective consumer decisions by individuals. This influence affects the activities of the economic agents, production of goods and services, the market variables (prices, benefit, and allocation of resources). The sovereign consumers basing on digital technologies strongly influence the manufacturers' choice. In terms of digital transformation, the process of meeting the increasing needs becomes more dynamic and is reflected in the quality of continuous well-being of the society.

The objective of the research is to provide a scientific analysis of the development of the digital economy in the context of sustainable competitive advantage. The methodological basis of the study was the theoretical provisions of fundamental and practical developments in the digital economy, lying at the intersection of various technologies. Under the influence of digital forms of economic activity and the scientific and educational sphere, knowledge and education are turning from a luxury article into a productive force of society. Meanwhile, a global reach of digital technologies in the context of sustainable competitive advantage leads to a change in culture, traditional approaches to education, and serves the interests of the accelerated deployment of the digital economy. Managing the development of human capital as a basic engine for the development of the economic system is an absolute must for the integration of information technologies into modern society. Individuals and effective institutions are becoming a fundamental factor in the productivity, effective development, and formation of the digital economy.

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