MODERN TRENDS OF ELECTRONIC COMMERCE DEVELOPMENT IN THE DATA DRIVEN SOCIETY

DOI: 10.31673/2415-8089.2024.032733

Abstract

The article is devoted to determining the role of electronic commerce in the modern conditions of the implementation of digital transformation in Ukraine; substantiation of the need for wide use of Internet marketing opportunities in order to attract consumers of goods and services, as well as market partners for the implementation of business projects for the successful promotion of products on online platforms. This article presents the main indicators and analyzes the development trends of both the global and domestic e-commerce markets. The analysis of statistical data made it possible to identify the country’s leading in the volume of global electronic trade. The significant role and importance of the use of electronic commerce tools, especially in the complex social and political conditions of development, is determined, thereby proving the need to use innovative technologies in order to increase the efficiency of trade enterprises for the long term. In the research has been established that the domestic e-commerce market has not yet reached maturity and is at the stage of its formation. The article highlights the advantages of e-commerce compared to traditional trading methods, examines its features and defines the main directions of development of the national e-commerce market. As a result of the study, potential prospects for the development of e-commerce in modern conditions were identified, which are primarily related to the need for the development of digital technologies, overcoming the digital divide, as well as the integration of small and medium-sized enterprises into the global Internet space. It has been established that the domestic e-commerce market has not yet reached maturity and is at the stage of its formation. The article highlights the advantages of e-commerce compared to traditional trade methods, examines its features and defines the main directions of development of the national e-commerce market. As a result of the study, potential prospects for the development of e-commerce in modern conditions were identified, which are primarily related to the need for the development of digital technologies, overcoming the digital divide, as well as the integration of small and medium-sized enterprises into the global Internet space.