ТЕОРЕТИЧНІ АСПЕКТИ ВИБОРУ ТЕХНОЛОГІЙ ЕЛЕКТРОННОЇ КОМЕРЦІЇ

Abstract

The rapid growth of digitalization processes in all sectors of the domestic economy dictates the conditions for the constant growth of informatization of society, which leads to the deepening of globalization processes. The development of communications between enterprises takes place through e-commerce technologies, so managers and top managers should consider this factor as a necessity in increasing the level of competitiveness. Today, worldwide, there is a rapid increase in the number of trade transactions concluded via the Internet, as well as sales, so businesses that do not use e-commerce technology are becoming less competitive, losing previously gained market position. The main consumers are the younger generation, which actively uses modern gadgets. In Ukraine, the use of e-commerce technologies is a phenomenon that is gaining momentum, and the issue of choosing e-commerce technologies is particularly acute. Studies of the scientific literature have shown that the analysis of theoretical aspects of the terminology that characterizes e-commerce, as well as the legal aspects that form the rules of e-business written a lot of scientific papers. However, in our opinion, the question of the choice of e-commerce technologies remains little studied. The introduction of e-commerce technologies allows the company to gain new competitive advantages, become a leader in the use of information technology, take an active position in the implementation of new business ideas and projects, but e-commerce is so unpredictable, and its analysis should be permanent and monitoring systems E-commerce requires innovation and regular improvement. To improve the business environment using e-commerce technologies, it is necessary to improve the regulatory framework concerning the interaction of enterprises with each other, with consumers and government agencies. E-commerce technologies such as B2B, B2C and C2C are widespread in Ukraine. However, a significant percentage of trades are conducted by buyers through foreign rather than domestic sites. This is due to the difference in prices set by manufacturers. Thus, modern business without the effective use of the Internet has no future.