E-COMMERCE ІN UKRAINE: TRENDS AND DEVELOPMENT PROSPECTS

Objective. The objective of the study is to analyze the main trends and features of e-commerce in Ukraine and identify prospects for its further development. Methods. To achieve the objective, the following research methods are used: systematic and comprehensive analysis (to identify trends in e-commerce in the world and the domestic economy), comparison and grouping, graphical and tabular methods (for visual representation of statistical material), abstract-logical method (for formulation of proposals and conclusions). Results. The indicators of e-commerce development in the world are analyzed. The main tendencies of the e-commerce market of Ukraine are investigated. Based on the analysis of the dynamics of the volume and structure of the e-commerce market of Ukraine, the growth of indicators in 2015-2021 is established and growth is expected in the future. Assessment of the market structure by major sellers shows that it is dominated by marketplaces. Analysis of the product structure of the Ukrainian e-commerce market shows that the largest segments are electronics and media, fashion, furniture and appliances. According to experts, the market in Ukraine has great potential, because the e-costs of one Ukrainian are far behind the developed world and European countries. The key trends of e-commerce in Ukraine in recent years are summarized. They include: the growing share of mobile traffic, fast payment methods, a variety of payment systems. reviving e-commerce in the regions by improving the logistics network and increasing the level of Internet penetration in the regions, fast and affordable delivery, increasing the number of purchases on credit, the transformation of online stores into marketplaces; provision of additional services, omnichannel, significant influence of social networks, promotion of chatbots, etc. The main problems of e-commerce development in Ukraine are systematized. The trends in the development of the e-commerce market during the war between Russia and Ukraine have been revealed. It is established that the key directions of e-commerce development in Ukraine in the near future will be: maximum process automation, providing range for customers, quality control, omnichannel model of work, development of marketplaces and logistics, increasing filling centers, information touching the customer where it is convenient and appropriate, increasing the share of sales on foreign marketplaces, promotion through social networks, native advertising and publications in the media, the introduction of new technologies, training. Key words: e-commerce, e-trade, development trends, online commerce.