FEATURES OF THE DEVELOPMENT OF ELECTRONIC COMMERCE IN THE CONDITIONS OF THE DIGITAL ECONOMY

DOI: 10.31673/2415-8089.2025.028034

Abstract

This article explores the current trends and specific features of e-commerce development
in the context of the digital transformation of the economy. Particular attention is paid to the impact
of digital technologies on the transformation of traditional business models, the evolution of
consumer behavior, and the emergence of new online retail formats. The authors provide a
comprehensive assessment of internal and external factors that either promote or hinder the growth
of e-commerce in Ukraine, taking into account both national circumstances and international best
practices.
The study systematizes key barriers to the development of e-commerce, including underdeveloped
infrastructure, fragmented regulatory frameworks, and rising cybersecurity risks. Strategic
opportunities for integrating Ukrainian businesses into the global digital marketplace are identified,
particularly through the expansion of digital literacy, logistics and payment infrastructure, and the
implementation of innovative technologies such as artificial intelligence, blockchain, and cloud
services. The article offers policy recommendations focused on supporting small and medium-sized
enterprises, improving the legal and regulatory environment, and enhancing digital security. The
practical value of the research lies in shaping a strategic vision for e-commerce as one of the leading
sectors of Ukraine’s digital economy.
The article presents a comprehensive analysis of the development of e-commerce in the context of
the digital transformation of the global and national economy. It explores how rapid technological
progress, particularly in the fields of ICT, artificial intelligence, big data, and blockchain, has
fundamentally reshaped traditional business operations and consumer interactions. E-commerce is
considered not merely as a sales channel, but as a core element of the digital ecosystem that influences
supply chains, business models, consumer expectations, and market competition.
Special emphasis is placed on the Ukrainian context, where the growth of e-commerce is evident
but challenged by infrastructure gaps, uneven digital inclusion across regions, limited digital literacy
among certain population groups, and weak regulatory frameworks. The article identifies key
obstacles to the sustainable development of e-commerce in Ukraine, such as insufficient logistics
support, a lack of competitive national online platforms, cybersecurity threats, and distrust in online
payments. At the same time, it highlights significant growth opportunities through public-private
partnerships, digital upskilling programs, tax and financial incentives for SMEs, and alignment with
EU digital regulations.
Using a combination of methods—including system and structural-functional analysis,
comparative studies, SWOT analysis, and statistical data aggregation—the study provides evidencebased insights into the current state of the e-commerce sector and offers strategic policy
recommendations. These include the development of a national digital trade strategy, support for
infrastructure modernization, the advancement of digital education, and increased integration with
the European Digital Single Market.
The findings underscore the importance of coordinated efforts by the state, business community,
and educational institutions to create a secure, inclusive, and innovation-driven environment for e-commerce development. The study has practical relevance for policymakers, entrepreneurs, investors,
and scholars interested in the intersection of digitalization, trade, and economic modernization.
Keywords: e-commerce, digital economy, internet trade, online business, digitalization,
innovations.

References
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