For Ukrainian SMEs, digital transformation has long ceased to be a competitive advantage — it is now a matter of survival. The world is evolving rapidly: automation, e-commerce, data analytics, and artificial intelligence. Large companies adopt digital solutions one after another, but for SMEs, the process often feels like a game of roulette: “What if this CRM works for us?” or “Maybe we should launch a chatbot — everyone else is doing it.”

This kind of approach leads to common pitfalls:

• implementing tools in a chaotic way, without a systematic strategy;

• automation that complicates operations instead of simplifying them;

• copying “trendy” solutions without addressing actual business needs;

• lack of analytics to evaluate the effectiveness of digital tools — businesses simply don’t know what’s working and what isn’t.

The result is lost money, team demotivation, and growing distrust in digitalisation as a whole. In contrast, companies that take a systematic approach to digital transformation begin to see real changes quickly. They no longer get lost in the chaos of the market; instead, they become agile and, in a positive sense, more predictable. While others are still trying to navigate the new conditions, these businesses are already able to offer new services or improved products. Customers notice this — and choose them because speed and service quality become clear competitive advantages.

This is supported by international sources as well. According to the World Economic Forum, digital readiness is the key factor that determines which businesses can adapt and grow amid global instability. Moreover, the Draghi Report on EU Competitiveness highlights that the future of the European economy depends directly on the level of digital and green maturity of small and medium-sized enterprises. In other words, the question is no longer whether to digitalise, but how to do it effectively — because mistakes here can be very costly.

The Basics of Digital Transformation

Before choosing any digital tools, it’s essential to understand what we’re actually dealing with. Below are key concepts that can help entrepreneurs navigate the foundations of digital transformation. 

Digitalisation is the process of using digital technologies to collect data and carry out business processes with the aim of improving productivity, quality, transparency, and adaptability. It’s not just about automation. It’s about better visualisation and management of a company’s entire business logic. One component of this process is the conversion of analogue information into digital form (e.g. scanning documents or entering records into a database).

Digital transformation goes a step further. It’s a deeper process that redefines the company’s business model. It involves strategic decisions that reshape how the business operates, interacts with clients, organises internal processes, and enters new markets. In other words, digital transformation is not about installing a few software tools — it’s about changing the way the business thinks and functions.

Digital maturity reflects how ready an organisation is to effectively use digital technologies. It goes beyond the availability of tools — it also considers how well they are integrated into business processes, the digital skills of staff, data management practices, levels of automation and IT use, innovation capacity, and environmental responsibility (green digitalisation).

According to the Digital Maturity Assessment (DMA) methodology developed by the Joint Research Centre (JRC) — the European Commission’s science and knowledge service — digital maturity is evaluated across six categories:

1. Digital business strategy

2. Digital readiness (hardware and IT infrastructure)

3. Human-centred digitalisation (training and staff engagement)

4. Data management (collection, storage, analytics)

5. Automation and artificial intelligence

6. Green digitalisation — using digital technologies to enhance environmental sustainability

A digital maturity map is like a medical diagnosis before treatment: it helps identify where your organisation stands and what really needs improvement. Most importantly, it ensures you don’t overspend on “trendy” solutions that won’t deliver meaningful results for your business.

How to Assess Your Digital Maturity?

Digital transformation begins with a single — yet critical — step: assessment. Just as a doctor wouldn’t prescribe treatment without a proper check-up, businesses should not implement digital solutions blindly. Luckily, assessing your company’s digital maturity today is both simple and free.

• Digital Speed Test

A brief online questionnaire from the European Commission that takes only a few minutes to complete. It offers a quick snapshot of where your business stands on the digital scale and whether you’re ready for the next step.

• Digital Maturity Assessment (DMA)

A more in-depth self-assessment tool that analyses six key dimensions of digital performance — from strategy to environmental sustainability. After completing the questionnaire, you’ll receive a detailed report with tailored recommendations for your company’s development.

• DMA together with an expert WIN2EDIH

If you’d like to get the most out of the assessment, you can complete it in an interview format with specialists from the Win-Win European Digital Innovation Hub. The process takes up to 60 minutes and yields not just a score but a customised digital-transformation roadmap for your business, along with:

• A list of relevant digital solutions;

• Free support services offered by WIN2EDIH;

• Guidance in planning and implementing digital changes.

These assessments are conducted by experts from hub partner organisations. In particular, Zhytomyr Polytechnic State University, one of the WIN2EDIH consortium partners, is responsible for the “Test Before Invest” direction. The university team leads the digital maturity assessments and develops digital transformation roadmaps in close collaboration with businesses. This ensures that businesses receive not just general advice, but a realistic and actionable plan tailored to their specific context — one that can actually be implemented.