MODERN TRENDS OF ELECTRONIC COMMERCE DEVELOPMENT IN THE CONDITIONS OF SOCIETY DIGITALIZATION

Abstract

The article is devoted to determining the role of electronic commerce in the modern conditions of the of digital transformation implementation in Ukraine; substantiation of the need for wide use of Internet marketing opportunities in order to attract consumers of goods and services, as well as market partners for the implementation of business projects for the successful promotion of products on online platforms. In the article has been identified the significant role and importance of an electronic commerce tools using, especially in the complex social and political conditions of development, thereby proving the need to use innovative technologies in order to increase the trade enterprise’s efficiency for the long term. In the research has been determined that traditional consumer markets, being prone to deep structural transformations associated with the strengthening of the Internet technologies’ influence, began to refer to Internet-dependent markets to a greater extent. That is why, in the conditions of constant growth of the number of Internet users and the accelerated development of Internet technologies, a key element in the management of e-commerce is the choice of the optimal Internet platform for attracting target consumers. It has been proven that in order to use modern ecommerce tools in order to attract targeting consumers and promote products in the target market, the manufacturer and retailer should take into account the level of competition of own and acquired media channels of the advertising campaign, the fact of a constant increase in the number of advertising placements in Google, as well as the ever-growing need for own mobile applications As a result of the study, potential prospects for the development of e-commerce in modern conditions were identified, which are primarily related to the need for the digital technologies’ development, overcoming the digital divide, as well as the integration of small and medium-sized enterprises into the global Internet space.