РОЗВИТОК ЕЛЕКТРОННОЇ КОМЕРЦІЇ ТА ЇЇ ВПЛИВ НА ВІТЧИЗНЯНЕ ТА МІЖНАРОДНЕ БІЗНЕС-СЕРЕДОВИЩЕ

Abstract

In the era of globalization and rapid development of information technologies, electronic commerce has become an integral part of the international economic system. Its dynamic growth over the past decades has had a significant impact on world trade, investment, consumer behavior, and the overall structure of the global economy. The development of e-commerce is also accompanied by a number of problems in the international business environment (the need for legal regulation of the e-commerce sphere; personal data protection and cyber security; development of logistics and infrastructure; the impact of e-commerce on employment and the labor market; imperfect competition). The article examines the conceptual foundations of electronic commerce through the prism of advantages and challenges in the international business environment and domestic practice. The article examines the factors that stimulate the development of electronic international trade (global presence; round-the-clock work; a wide range; equal opportunities for all participants in the eCommerce market; access to financing), the peculiarities of the activities of eCommerce participants in the international business environment. The eCommerce market significantly affects international trade by changing its volume, structure, competitive environment, employment and consumer behavior. In addition, access to the world market for small and medium-sized enterprises becomes more accessible. ECommerce makes consumers more informed and demanding. E-commerce not only has the potential to significantly increase the volume of international business, but it is also a breeding ground for cybercrime. The article examines the e-commerce sector in Ukraine, its volumes (including forecasts) and structure; as well as outlined promising trends in the development of the domestic and international eCommerce market (increasing the volume of mobile commerce; development of social commerce – selling goods and services through social networks; personalization – the use of artificial intelligence to personalize offers for buyers; voice shopping – the use of voice assistants for making purchases; omnichannel experience – a combination of online and offline sales channels to create a seamless access for customers).