Abstract
The article presents an overview of the current state of the flower market and the factors affecting the formation of the market in Ukraine, the study of the main trends and prospects for development. Given the demand for flower products, it has been proven that the floriculture in the local market has good opportunities for development thanks to the use of modern marketing support tools, including the use of online technologies. In the conditions of European integration processes, increasing the competitiveness of floristic enterprises is gaining more and more importance. The purpose of the article is to study the essence and content of floriculture and production features and factors of competitiveness of enterprises growing floriculture products in Ukraine and the world. To achieve the goal of the article, the following tasks are identified: to characterize the development of the flower industry and the presence of demand for flower products on the world market and the market of Ukraine; carry out an assessment of the profitability of the floristic business and the possibility of expanding logistics routes using IT technologies; outline the influence of the terms of passing customs procedures and customs clearance on the effectiveness of the sale of floriculture products. Information on domestic participants in the flower industry is provided and problems related to the development of flower growing in Ukraine and the sale of finished products are identified. The Ukrainian flower business cannot be considered a new industry for Ukraine, but it is highly profitable and has a steady growth trend.
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