FORMATION OF ELECTRONIC COMMERCE DEVELOPMENT STRATEGY IN UKRAINE IN THE CONTEXT OF EUROPEAN INTEGRATION PROCESSES

Abstract

The e-commerce market in the world is growing at a rate of 23-25%, which is much faster than traditional retail stores. The Ukrainian e-commerce market is growing at a rate of more than 30%, ranking secoOnd in terms of pace in Europe. At the same time, similar rates can be maintained for a long time, since the share of online sales in retail trade in Ukraine in general is 3.2%, while on average in Europe it is 8.8%, and in Britain it is 17.8%. A significant number of studies of the features of e-commerce on the domestic market were conducted, while the strategic directions of the development of e-commerce in Ukraine in the context of European integration processes do not have proper scientific justification, which determines the relevance of the chosen research topic. У статті проаналізовано диинаміку обсягу ринку електронної комерції в Україні за останні роки. The algorithm for the formation of the Strategy for the development of e-commerce in Ukraine was considered. The following features of the development of the e-commerce development strategy of Ukraine are highlighted, which distinguish it from other development strategies: the e-commerce development strategy must be consistent with the current strategy of the country's economic development, individual strategies of its innovative development, as evidenced by the experience of developed countries; e-commerce development strategy should take into account the current state of the formation of the digital economy in society, the peculiarities of the mental space of perception of innovations by the population; the e-commerce development strategy should be built taking into account world experience both in terms of creating similar strategies and in terms of the specifics of the real consequences of the development of digital technologies in developed countries; the strategy for the development of electronic commerce should have in its structure a national vector of support for specific directions in the field of information and communication technologies, in which Ukraine gradually plans to take leading positionsin the world.It was determined that the harmonization of e-commerce proceduresinUkraine with EU legislation is particularly relevant. Such harmonization is an important aspect of Ukraine's accession to the European Union. In the course of the research, it was established that the most effective and systematic tool of state influence on the development of e-commerce, in addition to legislative regulation, is the formation and implementation of the Strategy for the development of e-commerce. This study proposes a scientifically based strategy formation algorithm, the use of which will have a positive impact on the system of state regulation of electronic commerce and trade in general.