The research aims to analyze the potential of digital solutions in business model innovations and an assessment of the empirical experience of digitalization of organizations in the Rostov region of Russia. This region was chosen due to a relatively high level of socio-economic development and digital transformation, as well as a fairly typical regional profile for the specified country. The study was conducted on the basis of theoretical analysis and a questionnaire survey of company executives. The research has shown that digital solutions have a significant role in business model innovation. With regard to enterprises and organizations in the Rostov region of Russia, the study showed that most managers understand the need to change business models due to digital transformation, but cutting-edge technologies are only minimally utilized, and a small number of participants in the survey plan to completely change the business models of their organizations. This made it possible to determine the importance of greater dissemination of the digital economy technologies themselves and attention to ecosystem innovations of business models for integrating resources and neutralizing possible risks.