Ефективність використання інструментів e-commerce в розвитку маркетингової діяльності підприємств

Abstract

The aim of the article is the theoretical and methodological substantiation of the use of e-commerce tools in the development of marketing activities of enterprises in turbulent economic conditions. According to the results of the carried out study, the volume of e-commerce trade is identified. Global e-commerce turnover amounts to approximately $6 trillion. This is 20-odd percent of the world’s total retail trade. Due to the different level of development (penetration) of information technology in each of the European countries, taken into consideration the data of the European E-Commerce Report 2023, it is worth noting that the share of online sales has increased significantly. The main factors influencing the difference in the number of sales between countries in the e-commerce segment are: development and application of e-commerce tools; integration of banking technologies into e-commerce; development of a network of logistics delivery centers; legal safeguards to protect consumers. The speed of updates of technologies and methods of their application in the field of e-commerce is high, so there is a necessity for constant monitoring of the functionality and experience in the implementation of innovative products. In order to save money on marketing activities of enterprises in Ukraine, it is recommended to increase the CRR (Customer Retention Rate). The main tools (directions) for improving efficiency in e-commerce are e-mail marketing, messenger marketing, remarketing campaigning using Google Ads, Facebook Ads and other advertising platforms.