DIGITAL SINGLE MARKET INNOVATION

Based on the strategy for the Digital Single Market (DSM) adopted by the European Commission, having in mind also the European Parliament and the Council directive (EU) Regulation No. 910/2014 from 23 July 2014 regarding electronic identification and trust services for electronic transactions in the internal market, the European Commission emphasizes the need for development and understanding the digital single market's impact on the economy, market environment and society as a whole. The paper tries to examine how the development of standardization, interoperability, digital and data economy will affect changes in the level of market transparency, reduction the asymmetry of information, competition, pricing and benefits of products and services, the level of trust and entrepreneurship values in the digital market on performance characteristics of the market environment. The research will be based on data from the real environment.