E-commerce, which covers all types of trade via the Internet, has become a promising area for modern interactive business in a highly competitive environment. The use of B2B (Business-to-Business) and B2C (Business-to-Consumer) e-commerce models is extremely important for crisis-free development of business entities. The aim of this study is to prove the need for organisational, production, and management innovations that involve the introduction of B2C and B2B e-commerce models, as well as to identify the main sources of funding for such innovations in enterprises in crisis. To study the specifics of the use of B2C and B2B e-commerce models as an important area of anti-crisis management of industrial enterprises, such research methods and techniques as a systems approach, analysis and synthesis, induction and deduction were implemented. The process of managerial activity, such as making managerial decisions, is also used. The study proves that development, implementation and use of B2B and B2C e-commerce models can be seen as an integral part of business management under the threat of bankruptcy. In practice, insolvent enterprises have very limited opportunities to implement B2B and B2C e-commerce models, so in such a situation it is very important to set priorities and find their own reserves. The priority of internal sources of financing activities in the field of e-commerce of enterprises in crisis is also due to the following: domestic sources can be mobilised in a short time and, as a rule, do not require significant capital expenses; mobilisation of internal sources reduces the company’s dependence on external creditors, partners and counterparts. The main way to identify internal sources of funding for projects for the development, implementation and use of B2B and B2C e-commerce models is collecting information about the organisation, results of its activities, financial condition and trends, analysis of financial indicators. The world economic development shows that those enterprises that do not pay proper attention to e-commerce do not have a chance to stay on the market for a long time. The development of e-commerce models causes a change in the structure of the economy. Effective development, implementation and use of B2B and B2C e-commerce models determines the company’s ability to quickly adapt to changing external environment and stay on the market for as long as possible

Keywords: anti-crisis management, e-commerce, B2B e-commerce model, B2C e-commerce model