INTERACTION OF INTERNET ENTERPRISES WITH CONSUMERS OF GOODS AND SERVICES IN MODERN CONDITIONS OF GLOBAL CHALLENGES

Abstract

The modern development of economic relations, their global nature on the one hand, and the development of information and communication technologies, on the other, have led to the emergence of a specific form of these relations - electronic business and e-commerce. Market entities quickly master new opportunities for organizing business communications and are actively involved in the electronic business environment. This leads to the fact that access to information technologies becomes not just a competitive advantage, but a necessary condition for the functioning of market entities. However, despite the rapid development of electronic business communications, there are a large number of problems that hinder the integration of the national economy into the global economic electronic space. Large Ukrainian corporations with significant export volumes and extensive foreign economic ties simply cannot afford to stay outside the space of the modern world market, in which its electronic part is beginning to account for an increasing share. Large sales volumes allow, even if a small part of the manufactured products is sold at the first stages, to ensure the economic efficiency of their electronic platforms. It has been established that e-commerce is a type of economic activity, the essence of which is to carry out various business transactions between business entities, business activities in cyberspace, ie the use of the Internet and other interactive functions. The development of e-commerce is becoming increasingly important in the context of globalization of economic processes, due to the possibility of achieving a global presence and economic activity worldwide, global choice of goods and services regardless of geographical location, optimization of trade flows, reducing costs for servicing the operation, which, in turn, leads to lower prices, the emergence of new goods and services (remote banking, insurance, brokerage services). Unfortunately, in Ukraine, the field of e-commerce is inferior to many developing countries, primarily due to the high level of distrust and low public awareness of the e-business sector, insufficient level of modernization of information and telecommunications technologies. Today in Ukraine, the segments of e-commerce - business-to-business (B2B) and business-to-consumer (B2C) are the most developed and represent, respectively, the sphere of concluding electronic business transactions between business entities. The article examines the reasons why the potential of e-commerce in Ukraine is not fully realized and the main factors of the growth of Internet commerce in the country.