РИНОК ЕЛЕКТРОННОЇ КОМЕРЦІЇ В УКРАЇНІ: СУЧАСНИЙ СТАН ТА ТЕНДЕНЦІЇ ПОВОЄННОГО ВІДНОВЛЕННЯ

Abstract

This research examines the current state of the electronic commerce market in Ukraine during the war as well as investigates the main barriers and trends of e-commerce market development during the war. During the research, it was identified that up to 2022 there were significant increases in volume and growth rates of the e-commerce market. The beginning of the war disturbed the market significantly. The war led to disruptions and shocks on the supply and demand side and panic among buyers was identified. However, stabilization processes within the e-commerce market become more visible in 2023. Many retail-ers are migrating online and adopting e-commerce technologies to remain competitive, adaptive, and re-silient during the war. Marketplaces, online stores, and social networksremain the most popular business models at the moment. In recent years there is a trend of transformation of key retailers from online stores to marketplaces has become noticeable. Among the trends of future development there are corporate social responsibility; the adoption of additional technological innovations to the core web technologies the en-terprise already operates; omnichannel strategies; the development and dissemination of new business models; the domination of marketplaces within the market; spreading of mobile commerce, and personal-ization of value propositions by retailers. However, the war complicated and intensified a significant num-ber of barriers such as insufficient level of infrastructure development, as well as its partial damage and destruction due to military operations; decreases in purchasing power of consumers; problems with secu-rity and consumer trust; lack of resources to develop the enterprise, particularly in marketing; disruptions in logistics chains, causing problems with thedelivery of goods to end consumers