Abstract
This research takes a deep look at the resilience concept which plays a vital role in building and ensuring the economic and social renewal of Ukraine during the war and postwar periods by providing considerations of key trends for strategic resilience of the e-commerce market in Ukraine. It is proposed to perceive resilience as an attribute that can be formed, secured, and developed. Resilience also can bring several advantages to enterprises, namely: overcoming and/or recovering from shock, increasing productivity, obtaining options for development, seizing new opportunities, and realizing tangible and intangible advantages. The paper points out the potential of e-commerce technologies to enable small businesses to achieve long-term resilience. The author proposes to define strategic resilience which is proposed to be understood as a dynamic process and result of the enterprise's adaptation to the negative impact due to ensuring functioning, obtaining new development opportunities, acquiring new qualities, and transitioning to a more favorable state of functioning. The development of Ukrainian e-commerce market is promising due to the increase in growth rates and volumes of online purchases, as well as the opportunities to enter foreign markets and offer cross-border online purchases of goods and services. The research allowed identifying the following tendencies of the current development of Ukrainian e-commerce market, in particular: growth of volumes and rates of use of e-commerce as a means of supporting the activities of enterprises; continuous adaptation of e-commerce enterprises to changes in consumer behavior; personalization of goods and services; spread of omnichannel commerce; spread of innovative e-commerce business models; increase of social commerce; dissemination of technological innovations; increasing role of sustainable development and social responsibility of small and medium businesses. However, there are still a number of inhibitors that slow down Ukrainian e-commerce market evolution, particularly: damage and destruction of infrastructure; disruption of logistics chains; insufficient development and monopolization of the payment services market; as well as security and data privacy issues.
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