ОНЛАЙН-РИНОК ХАРЧОВИХ ПРОДУКТІВ: ТЕНДЕНЦІЇ ТА ПЕРСПЕКТИВИ РОЗВИТКУ

Abstract

Home market of retail and online-trade tendencies are determined in the article. Providing of sales for market places took place in Ukraine by means of partner shops, services of cashback, web-sites of contents, context advertisement, mass distribution, coupons, social medias and messengers. The basic types of services, that is presented the electronic commerce by foodstuffs in Ukraine, are certain: services of delivery from key offline-shops; services of delivery of the prepared meal; online-shops of producers of food products; online-shops on the sale of commodities, including foodstuffs. It is set that on activation of sale in home online-space such basic drivers are influenced, as an increase of the amount of Internet users, transformation of digital technologies, comfort of payment and increase the strength of digital payments security, migration of classic retail in on-line-space, automation of shops and whorehouses. It is shown that online-shops that realize food products have differences in their behavior depending on the type of market and target audience that is why local, regional, national and international behavior of online-shops is distinguished and gone into details. The row of events for improvement of marketing behavior of the enterprises of retail on the online-market of food products, providing and further maintenance of their competitive benefits, in particular: realization of commodities delivery with maintenance of temperature condition taking into account commodity neighbourhood and transporting in the special heat-resistant containers; activation of the partner marketing programs; investing in advancement in Google, increase of investments in SEO and own brand; development of omnichannel and creation of comfortable applications for mobile telephones, improvement of usability in e-shops; introduction of new and perspective technologies in internet-sale (in particular, chat bots, VR/AR virtual and complemented reality, virtual helpers and others); attracting of consumers of senior generation to active online shopping; digitalization, personalization by the use of BigData, giving grants to the consumer to do a choice among similar commodities; speed of treatment and delivery are offered.