Аннотация: Digitalization of all areas of human activity opens up new opportunities for entrepreneurship and brings tangible benefits to all consumers of digital economy products. At the same time, the development of the information system will lead to an aggravation of competition in the markets, will change the requirements for professional competencies of specialists, will lead to job cuts in many sectors of the economy. In this study, the authors substantiate the relevance of the development of the digital economy in modern conditions. The article presents the characteristics of global shifts in the world economy under the influence of the development of the digital economy. The analysis of the features of social representations of users about the products of the digital economy in a number of industries and in the labor market is carried out. It is concluded that the most significant benefits from using the products of the digital economy will be received by enterprises with a high level of human capital. It is established that digitalization will have a significant impact on the social perceptions of users about the products of the digital economy in all spheres of production.