The global economy has undergone changes over the past ten years to such an extent and at a rate as never before. The European Union literally digitizes its economy, anticipating an increase in the global impact of cutting-edge technologies and increasing profits from e-commerce, data exchange and services. The realities of the global world dictate precisely the following conditions for the modernization of economies and the creation of clear rules of a new era of innovation. Adapting and transforming business through digital technology is a major challenge in meeting world market challenges. Information technology enables any company to change its own business model to differentiate itself from the entire world market. Digital transformation itself is an imperative for the innovative development of business structures. In view of the relevance of this issue, the article considers the main barriers and drivers of the transformation of the "data economy" in Ukraine. The external and internal prerequisites and challenges of digital transformation of domestic business structures are analyzed. The main tasks of the integration of our country into the Single Digital Market of the EU (according to the Digital Agenda of Ukraine 2020) are outlined and the results of their implementation are analyzed.