Introduction. The COVID-19 pandemic has become one of the largest business and economic shocks in modern history. Although it is difficult to assess the long-term consequences of this phenomenon at the current stage, events have already taken place in the economy that have catalyzed a number of changes. And in particular, these systemic innovations are closely related to the digitalization of technological business processes, which most of the market participants cannot ignore. Theoretical analysis. The economic downturn caused by the spread of the new coronavirus infection can be classified as an unpredictable factor that has made the external economic environment aggressive for a large proportion of enterprises, forcing businesses to seek alternative internal growth points. Empirical analysis. Based on the programs and strategies for adapting companies to the new crisis and the digital and operational transformations they have carried out, a number of elements can be identified that are integral to business models both during the period of isolation and after the end of the pandemic. Results. Universal self-isolation has become a unique phenomenon in the economy, on the one hand, manifesting itself as a global economic recession, and on the other, causing accelerated scaling and industrial application of digital technologies.