Development Of E-commerce Market Research Articles

Development of new payment services and the role of the fintech sector during the COVID-19 pandemic

Purpose: The purpose of the article is to present both theoretical and practical basis for development of payment services in Poland and in the whole world during the COVID-19 pandemic. Over this time there was a sharp rise in e-commerce along with a fast growth of the number of consumers making online payments. This resulted in changes in adoption of new technologies and payment services. Apart from those which were the consequence of quickening the pace of change in the consumers’ behavior, a crucial role, especially in developing countries, was played by local regulators, who somehow forced financial institutions to create new solutions, which fintech readily made good use of. In numerous countries it fostered radical and groundbreaking quickening of the pace of shifting to electronic payments and creating a new sort of payment services, adjusted to the needs and expectations of younger consumers. Methodology: The paper uses the method of an economic analysis and literature review - mostly electronic sources, descriptive and comparative analyses. Findings: From customers’ perspective, the impact of COVID-19 pandemic on development of new payment services should be acknowledged as positive, or even groundbreaking in some developing countries. Over the years 2020-2021 the number of customers making on-line payments, especially mobile payments, grew rapidly. This was the result of a fast, forced by pandemic, growth in sales in e-commerce. Consequently, it enabled to introduce and widely promote new financial services - based on open banking, and promoting solutions targeted at young consumers, e.g. deferred payments. Even though the pandemic is over, the interest rate rise and the consequences of the war in Ukraine are bound to bring further, dynamic development of such payment services, as well as their popularization on more and more new markets all over the world. Practical implications: The analysis of relations between theoretical and practical bases of widespread adoption of new solutions concerning on-line payments in the world during the COVID-19 pandemic is an important factor in the development of e-commerce market and financial services. The fact that digital forms of payments have become very common brought about the network effect, a situation when the value for the customer depends on the number of users of a particular solution. Due to that, poorer, developing countries could, making use of the solutions based on open banking and the technology provided by fintech, quickly popularize cashless, and electronic payments. Only a few years ago it was estimated that in the countries lacking the standard payment infrastructure it would take decades to reach this level. Also, in developed countries the pandemic contributed to popularization among young consumers of solutions adapted to their preferences, being an alternative to traditional credit cards. Deferred payments are a solution which is commonly used in e-commerce, and their main merits include increasing both conversion rates and average order value. However, it needs to be emphasized that this goes with a less flexible business model of the companies providing such services in high interest rate environment, as well as adverse consequences of broad access to such services. Many countries have observed a growth of customer debt - which effects both credit worthiness and problems to pay off rising debts. This results in imposing formal regulations on deferred payments markets more and more frequently.

서비스 디자인 관점에서 타오바오 앱 사용자 소비 경험 최적화 경로에 관한 연구

The Chinese e-commerce market continues to grow in the digital era, and the user's consumption experience has become very important. This study focuses on the Taobao app and discusses how to apply artificial intelligence technology from the perspective of service design to achieve smart matching of users and outfits to improve the user's consumption experience. The scope of the research covers the key factors related to clothing shopping and user consumption experience on the Taobao app, including service design, app shopping process, search and navigation functions. It focuses on the application of artificial intelligence technologies such as image recognition, user behaviour prediction, data analysis, personalised matching, etc. to enhance user experience. To achieve the research objectives, this study adopts extensive literature review, field observation as research methods. Through these methods, the research deeply understood the needs and expectations of users and put forward practical application suggestions to help e-commerce enterprises better apply artificial intelligence technology and improve users' consumption experience. This study strongly supports the sustainable development of e-commerce market and user satisfaction, and provides e-commerce enterprises with more competitive solutions to meet the needs of modern consumers.

E-commerce market development trend in the retail segment

The unprecedented growth of e-commerce worldwide, along with the expansion of global e-commerce companies to developing countries, including Kazakhstan, requires the improvement of modern state policy in the field of promoting the development of e-commerce in the country. In this aspect, the analytical support of such a policy seems relevant, which would reflect the analysis of supply and demand in the market with the identification of trends in its development, the analysis of consumer preferences and habits, and the identification of regional differences in the practice of e-commerce development. The purpose of the article is to identify trends in the development of the e-commerce market in the retail sales segment based on a quantitative and qualitative analysis of the e-commerce market in the context of its suppliers, intermediaries and consumers. The research methodology involves the application of a systematic approach to the study of trends in the development of the e-commerce market using the methods of generalization, systematization, comparison, statistical and structural analysis. The significance of the results of the study lies in the priority development of the e-commerce market in Kazakhstan, where it is called the driver of the country's economic growth, in accordance with the provisions of the "Roadmap for the development of e-commerce in the Republic of Kazakhstan until 2025" implemented under the state program "Digital Kazakhstan". This research has been funded by the Science Committee of the Ministry of Education and science of the Republic of Kazakhstan (Grant “Formation of institutional environment of electronic commerce market in Kazakhstan, its evaluation and development mechanism” No. AP14871419).

РИНОК ЕЛЕКТРОННОЇ КОМЕРЦІЇ В УКРАЇНІ: СУЧАСНИЙ СТАН ТА ТЕНДЕНЦІЇ ПОВОЄННОГО ВІДНОВЛЕННЯ

This research examines the current state of the electronic commerce market in Ukraine during the war as well as investigates the main barriers and trends of e-commerce market development during the war. During the research, it was identified that up to 2022 there were significant increases in volume and growth rates of the e-commerce market. The beginning of the war disturbed the market significantly. The war led to disruptions and shocks on the supply and demand side and panic among buyers was identified. However, stabilization processes within the e-commerce market become more visible in 2023. Many retail-ers are migrating online and adopting e-commerce technologies to remain competitive, adaptive, and re-silient during the war. Marketplaces, online stores, and social networksremain the most popular business models at the moment. In recent years there is a trend of transformation of key retailers from online stores to marketplaces has become noticeable. Among the trends of future development there are corporate social responsibility; the adoption of additional technological innovations to the core web technologies the en-terprise already operates; omnichannel strategies; the development and dissemination of new business models; the domination of marketplaces within the market; spreading of mobile commerce, and personal-ization of value propositions by retailers. However, the war complicated and intensified a significant num-ber of barriers such as insufficient level of infrastructure development, as well as its partial damage and destruction due to military operations; decreases in purchasing power of consumers; problems with secu-rity and consumer trust; lack of resources to develop the enterprise, particularly in marketing; disruptions in logistics chains, causing problems with thedelivery of goods to end consumers

Анализ рынка маркетплейсов в России и перспективы его развития для финансовой стабилизации экономики

The challenges of Russian economy require entrepreneurial activity increase and technologies extension to develop entrepreneurship. Online trading on electronic marketplaces platforms is one of such factors of successful business development at the startup stage and its promotion. At present, the marketplaces leaders are already successfully operating in the Russian markets. Such marketplaces as Wildberries, Ozon, AliExpress, SberMegaMarket, Yandex Market are among them. The marketplace market is developing. Competent analytics is needed for its effective functioning. Digital marketplace market analytics services are being created in the country, which allow obtaining the necessary data to assess the business functioning and its development prospects. Problems and opportunities, trends and prospects of marketplaces development for financial stability of the country determine the study relevance. The purpose of the article is to review the features of Russian marketplaces functioning, to study the specifics of the marketplaces analysis and to present its analytics, to identify prospects and forecasts of e-commerce market development. Digital analytics, comparative evaluation, and review of information services, research portals and organizations (Data Insight, IContext Group, INFOline, etc.) were used in the article. As a result of the conducted research, the following results were obtained: literary review was conducted to understand the essence of e-commerce, and its advantages and prospects. The largest marketplaces were compared on the sales volume, commission amount and the number of audience to reveal marketplaces leaders. External and internal indicators of the marketplace market were summarized, including financial performance indicators. An overview of analytics services about marketplace markets to obtain data for analysis is given. Trends in the development of e-commerce market were identified.

On the Development of Chinese e-Commerce Market

The article is devoted to the process of development of the Chinese e-commerce market in the structure of the Chinese economy. The process of formation and development of the Chinese e-commerce market is researched and analyzed, and the main events of the new stage of the Chinese e-commerce market are considered. At the same time, a justification is given for distinguishing two stages in the development of this market. The reasons for the successful development of Chinese companies in the field of e-commerce were identified, and China’s leading platforms in three types of e-commerce were studied: B2C, B2B, C2C. The study showed the great importance of e-commerce in the development of the Chinese economy, as it contributed to solving the most important tasks such as eliminating poverty, raising the living standards of both the urban and rural population.Aim. To explore the process of formation and development of Chinese e-commerce market.Tasks. To study and analyze the formation and development of e-commerce market, as well as to consider main events of a new stage of its development in the structure of the Chinese economy.Methods. In this work, we used such empirical methods as comparative analysis, such theoretical research methods as deduction; the method of historical analysis was used, as well as statistical methods and general logical methods (analysis and synthesis).Results. The study showed the great importance of e-commerce in the development of Chinese economy. It contributes to solution of such critical tasks as raising the living standards of both urban and rural populations, eradicating widespread poverty, etc. China is the world’s leader in terms of retail e-commerce. «Alibaba Group» has been the leader in B2B, B2C and C2C for many years. Today, Chinese companies are leaders in the global e-commerce markets. Results of the study are based on the analysis of information obtained from various available sources, including official statistics.Conclusion. The importance of e-commerce in the development of the Chinese economy in the 21st century is great. And this, in our opinion, is the merit of Chinese government, which supports development of the country’s technical progress, including development of e-commerce. Moreover, China’s transition to mobile Internet has accelerated development of e-commerce. At the same time, important factors in accelerating the development of this industry are active competition of companies in this area, support from private entrepreneurs in other countries and, most importantly, support from Chinese government. And all this has contributed to the fact that the Chinese e-commerce market has developed faster than e-markets of other countries.

Impact of Online Business Model on Indian Economy

Indian economy is fastest growing economy in whole world and the largest market in whole world. In context to this there is a wide scope for development of offline and online market. Since last 15 years use of internet and smart phone are increased and playingkey role in development of e-commerce market. Essential infrastructural features like convenient payment method, cash on delivery, fast delivery of product, costumer oriented attractive schemes, easy method to return product etc. play vital role in development in ecommerce. Government’s different policies like Digital India and Start-up also give motivation to people for online shopping. In India, the online business market was 3.9 billion US$, which increase and reach to 12.6 billion US$ in 2013 and 38.5 billion US$ in 2017. This paper focuses on the impact of online business model on the Indian economy.

Prospects for the development of electronic commerce in Russia in the conditions of digital economy

E-commerce is a form of running business using information and communication technologies. E-commerce objects include not only traditional types of services and goods, but also informational ones. In general, the trends in e-commerce development in Russia can be regarded as positive. The ongoing coronavirus pandemic affects everything, including spending money and interaction of firms in the marketplace. Current trends indicate an acceleration in digitalization, both in the private and public sectors. Therefore, in the future, only the online seller will have success whose business will be digitized and optimized as much as possible. At the same time, the transition of firms and consumers to the electronic segment is associated with certain costs and risks. This aspect requires serious attention from both academic economists and authorities; competent, but not excessive, intervention is required. In this article, the authors reveal both the positive and negative aspects of running e-business from the point of view of sellers and buyers, and also offer their own views on the e-commerce market development in the context of mass digitalization accelerated due to the coronavirus crisis. Provided that the rate of Internet penetration in the regions remains at the same level, e-commerce in Russia will be able to maintain the current growth rate and realize its potential as an important trading platform for both domestic and foreign economic agents.

The Development and System Construction of the Cross-border E-commerce Market in China

Purpose - This paper analyzes factors and issues which comprise the legal system relative to the spread of cross-border e-commerce in China and for the development of the e-commerce market. Design/Methodology/Approach - This paper mainly collects data through literature review and interview, and conducts qualitative analysis on such data. By systematically collecting and analyzing the research papers on cross-border e-commerce at home and abroad, this paper tries to extract the legal factors that restrict the cross-border e-commerce in China. Findings - The cross-border e-commerce market in China has grown with the support of government policy, but it still needs to be established at an international level integrated institutional system to solve blind spots such as unfair acts and transaction disputes that hinder the sound development of the market. Research Implications - The development of the cross-border e-commerce market in China is closely related to the government’s policy support. The improvement of the cross-border e-commerce system can minimize the obstacles relative to the sound development of the market with some enlightenment in the system restructuring of trading methods using O2O fusion system and Social Networking Services.

The Digital Transformation of the EU Market The Digital Single Market Strategy in the Context of E-Commerce Development Diversification in Czechia, Poland and Slovakia

Purpose: The paper aims to assess differences and similarities between e-commerce development in Czechia, Poland and Slovakia in the context of the EU’s Digital Single Market strategy. The theoretical framework of the paper is based on synthetic considerations related to the digital transformation and development of the EU digital economy. The DSM strategy identifies the barriers to e-commerce market development in the European space and sets directions for legal changes, creating favorable conditions for building a strong e-economy including e-commerce and a modern digital society in all EU member states. Design/methodology/approach: The empirical part of the paper presents differences in e-commerce development in three countries: Czechia, Poland and Slovakia. The research was based on the analysis of the literature and secondary sources. The former allowed for the identification of the consequences of the DSM strategy for the development of e-commerce in the EU member states, the latter allowed for a comparative assessment of e-commerce development in the three surveyed countries. The adopted research method allowed for the assessment of the size, structure and dynamics of the development of the e-commerce market in the three countries covered by the research. Findings: The presented analysis describes the status, conditions and development trends in e-commerce in Czechia, Poland and Slovakia. The three analyzed countries are – to a large degree – uniform in terms of cultural, historical and economic aspects. The development of e-commerce in these countries is similar, but it is also characterized by considerable differences. The similarities refer to the level of informatization, the socioeconomic characteristics of users and e-consumers, development projections until 2023, and the social acceptance of online shopping. Simultaneously, the analyzed countries have diversified industry structures of online markets, they differ in the values of ARPU indices and record considerably lower values of online shopping per capita as compared with average EU standards. Limitations in developing transborder trade are due to similar factors as in other EU member states. Research limitations/implications: The article, by its nature, has its limitations. They result from the concentration of considerations on the formal side of DSM – assessment of the DSM project architecture, its priorities and identification of opportunities and conditions of its implementation in each member country. The problem of diversifying e-commerce development in three countries is general and limited in the space of analysis. The limitations apply to the use of one research method, which is nonetheless important and adequate to the problem. When designing future research, we indicate the need to use methodological triangulation. An important and interesting direction of future research will be detailed studies of e-consumers, e-commerce strategies of enterprises and the extension of research to other countries, to the international environment. Originality/value: The presented comparative analysis is significant from the perspective of its cognitive value. It combines an approach of management sciences with the macro- and microeconomic perspective. The former represents a platform of corporate functioning and its development in the environment of networks, new business models and new consumer characteristics, behaviors and assessments of companies’ marketing offerings. The other perspective is expressed by a new macro- and microeconomic environment, the character of regulation, transborder online competitive mechanisms, continuous processes of digital transformation and e-economy development. The results of the research can lead to further research of corporate management and transborder strategies in the environment of the digital transformation and creation of the digital single market across Europe.

Prospects for the development of e-commerce: opportunities and risks

This article is dedicated to the development of e-commerce in the Russian Federation. The relevance of this topic is substantiated by the growth rates of this segment of commerce. The goal lies in analysis of the prospects for the development of e-commerce, taking into account the potential opportunities and challenges for the consumers, retail businesses and national economy overall. The subject of this research is the process of development of the e-commerce market. The research employs institutional approach, which implies consideration of a wide range of noneconomic factors (social, scientific-technical, technological, etc.) in the theoretical analysis of the evolution of e-commerce. The information base contains the data from the Association of E-Commerce Companies, National Association of Mail Order and Distance Selling Trade, and the works of Russian and foreign scholars. The author offers a hierarchy of concepts: e-business, e-commerce, and online trade. Tracing the history of evolution of the forms of commerce proves that e-commerce is a type of distance trading. The proposed by the author stages of development of distance trading reveals the historical peaks of its development, including separation of e-commerce. The results of analysis of e-commerce market led to the following conclusions: 1) e-commerce is one of the dynamically developing sectors of the economy, which generates new job opportunities and tax revenues; 2) the key prerequisites for the active development of e-commerce market consist in processes of digitalization and globalization of the economy; 3) the COVID-19 pandemic became a catalyst for the development of e-commerce. The development of e-commerce creates a range of opportunities and risks for all parties involved: the state, business entities, and consumers. The opportunities and risks outlined by the author may contribute to elaboration of measures aimed at utilization of opportunities and mitigation of risk caused by the development of e-commerce, which would determine its development prospects.

The effect of digital technology development on economic growth

The article simulates the impact of the digital technologies’ development on economic growth, which makes it possible to find ways to improve the quality of various spheres of life and identify areas of the economy, the accelerated digitalization of which will ensure an increase in gross domestic product (GDP). The research used groupings of economic activities that directly influence the development of the digital economy. Using the data of regression models, the coefficients of GDP elasticity from the development of the studied sectors were calculated and used to forecast GDP under the development influence of the studied sectors while maintaining the existing trends. The dynamics of the e-commerce market development in Ukraine, the dynamics of production volumes of products (services) of the main types of economic activities in the field of digital transformation of the economy in Ukraine, the dynamics of financial results of enterprises in the information and telecommunications sector in Ukraine, the dynamics of capital investments in the field of information and communications of Ukraine, the dynamics of foreign investment in the development of the type of economic activity “information and telecommunications” in Ukraine, the dynamics of the development of the main areas of digitalization of the Ukrainian economy in 2010-2018 and the dynamics of GDP in actual prices were revealed. A correlation and regression analysis of the impact of the main indicators of the digital technologies sectors development on Ukraine's GDP is also carried out. The forecast extrapolation trend of production growth volumes of products and services in the information sector of Ukraine was built. A forecast of GDP growth in Ukraine has been constructed, taking into account the processes of digitalization of the economy in accordance with certain trends. The forecast dynamics of changes in GDP under the influence of the IT sector development until 2023 was also illustrated. It was found that Ukraine lags significantly behind most developed countries in terms of the level of industrial production development of information and communication technologies and equipment, Ukraine is completely import-dependent in this area. It has been proved that stimulating the development of information and communication technologies has significant prospects for activating digitalization processes in all spheres of the economy and society and increasing GDP.

Електронна комерція в контексті розвитку міжнародного рекламного менеджменту

The paper is devoted to the analysis of the scientific approaches to e-commerce concept understanding; it was made the analysis of the trends of modern e-commerce market development and there were given the practical tips concerning the own business development in this sphere. There were structured the main features of e-commerce, particularly: electronic payment systems using as the analogue of real money; making agreement thank to ICT; operations uniformity and possibility to do audit by provider or another organization; property rights and assets are kept as in the traditional form and electronic one. The barriers to the development of electronic commerce in Ukraine were structured: limit access to the Internet, especially villagers; Internet-shops oversaturation by extra information what provokes potential customers loosing; low level of education of staff who work in the Internet (in particular, the lack of special knowledge required for this sphere). It was calculated the prognosis of the dynamics of e-commerce international market to 2030, which presents the stable growth. There were presented practical tips how to do business in the sphere of e-commerce.

Prediction on VLBP-based online tourism E-commerce market

With the improvement of economic living standard and the development of Internet, the demand of online tourism is also growing. The increasing number of tourists and the upgrading of consumption stimulate the growth of the transaction scale of the online travel market. With the demand of accurate development of e-commerce market, a reasonable quantitative mathematical model is an effective means of resource integration. In this paper, VLBP is used to analyse the development of China’s online tourism market by establishing a nonlinear relationship model between online tourism market transaction volume and various influencing factors to predict the future market transaction volume, so as to provide quantitative reference for the development of China’s online tourism e-commerce marketing.

Development of the electronic trade market in the world economy and in the macroeconomic conditions of Ukraine

Relevance of the research topic. This article reveals the features of the development of the e-commerce market in the world economy and in Ukraine. The analysis of the state of the e-commerce market is carried out: the main players of the e-commerce market are highlighted, sales volumes are analyzed. It was determined that e-commerce is a relatively new type of economic activity, which is rather actively developing in Ukraine. Particular attention is paid to the structure of e-commerce. The problems and directions of development of electronic commerce in Ukraine are also indicated. Formulation of the problem. The problem of e-commerce market development in the world economy and in Ukraine is its structure and new directions of e-commerce development. Analysis of recent studies and publications, which began to solve this problem. The current state of functioning of the e-commerce market in Ukraine in recent years has been studied in the scientific works of N. Apatov, L. Glinenko, Yu. Dainovskiy, A. Maslov, S. Malovichko, A. Chubukov, R. Tsarev and others. In the works of domestic scientists, the analysis of market trends in the electronic market is not considered deeply enough. This problem requires research and affects the development of relations in the Ukrainian e-commerce market. The allocation of previously unresolved parts of the general problem, which the article is devoted to, should be attributed as a result containing an element of scientific novelty, it is possible to position a comprehensive analysis of the current state of the e-commerce market in Ukraine and the world, its structure, features, main problems and development directions. Statement of the problem, the purpose of the study is to study the main characteristics of the modern world and Ukrainian e-commerce market, therefore, the purpose of this article is a comprehensive analysis of the e-commerce market in Ukraine and the world. Method or methodology of research: in the article, the study is based on the theory of scientific knowledge, a systematic approach to the problems under consideration, the study of their relationship and development. Presentation of the main material (results of work). Substantiated what e-commerce is. Proposals on the problems and directions of development of e-commerce in Ukraine. Conclusions in accordance with article. The article notes the positive economic effect of electronic commerce, which is recognized by the world and Ukrainian markets, which is confirmed by the indicators for the Ukrainian electronic market.

Tripartite evolutionary game analysis for “Deceive acquaintances” behavior of e-commerce platforms in cooperative supervision

In the growing e-commerce market, “deceitful pricing for acquaintances” has increasingly attracted widespread attention from all walks of life. To protect the rights of consumers and maintain the sustainable development of e-commerce market, an evolutionary game model in accordance with PT-MA (Prospect Theory and Mental Account) is developed from the perspective of cooperative supervision between the government and consumers. Through theoretical derivation and simulation analysis, it is suggested that the evolution game of participants’ strategy does not have stable equilibrium point. Increasing the cost reference point and reducing the valance reference point can quickly reduce the probability of “deceitful pricing for acquaintances” and non-supervision. The greater the punishment will be, the e-commerce platforms are more likely to adopt the strategy of “non-deceitful pricing for acquaintances”. Increasing cooperative income and commission coefficient can encourage the government to adopt supervision strategies and make consumers participate in supervision. The results can guide the participants to make better decisions on e-commerce market.

E-commerce adoption in Russia: Market- and store-level perspectives

E-commerce market development depends on the configuration of factors which both enable its further development, but might as well hinder its adoption by consumers. In particular, emerging markets provide numerous opportunities for e-commerce; however, they are also associated with specific barriers, limiting the potential for fully exploiting these opportunities. With an Internet audience of 93 mln people, the Russian emerging market represents the largest online audience in Europe, stimulating substantial e-commerce growth over the last decade. The main objective of this paper is to explore consumer perception of e-commerce adoption factors on two levels — the first are the macro-level factors, associated with the overall environment, institutional factors and trust; the second one is store-level factors, or factors associated with real consumer experiences. This multi-level approach reflects the complexity of consumer thinking about the market — both in terms of the evolving environment, offering opportunities to make decisions and make purchases; and real experience, where the factors are influencing particular consumer decisions and are weighted by consumers as pros and cons. Our study is based on a survey, using a sample of 3 387 respondents representing the consumer perspective. The findings reveal the structure of the driving and limiting factors, highlighting the core role of the trustworthiness and transparency of the e-commerce market players, delivery conditions and store-related risks.

Features of e-business development in the construction industry

The research aims to develop a set of measures for planning long-term financial security and stability of the electronic business in the construction industry. The article determines the role of e-commerce and e-business for development of the national economy, structures investment and innovative approaches to national economic development. Currently, electronic commerce is the main activity of electronic business. The level of its development determines the degree of penetration of electronic business into other sectors of the national economy. The authors determined the range of problems of current e-commerce market development. On the basis of statistical data, e-commerce development trends up to 2020 were described. Based on the study, the authors proposed a model of relationships between participants of the e-business sector for developing an innovation component, including the one applied in the construction industry. According to the authors, to develop the e-commerce market, it is necessary to introduce investment-innovative tools. E-commerce will contribute to the innovative economy development, in particular the development of e-business. E-business will increase competitiveness and reduce financial and time resources, etc.

STUDY OF MULTICANAL FORMATS OF TRADE AS A PERSPECTIVE OF THE DEVELOPMENT OF MODERN RETAIL

The analysis of the growth dynamics of mobile users of Internet shopping in Ukraine has been carried out. It was determined that Ukraine ranks second in terms of the growth rate of e-commerce in Europe, and today's active formation of the electronic business environment is the result of the dynamic development of the information industry and the emergence of innovative trade channels. Internet technologies are increasingly being used to carry out specific business operations in the format of e-commerce, m-commerce, f-commerce, s-commerce, etc. Globally, this niche is growing by 17% annually. The Ukrainian market in the context of growth and prospects of these formats is one of the most attractive. Concretized the development of multi-channel trade formats as a strategic direction of the company, which operates in the retail market. The main advantages of ebusiness are detailed and the main problems that require a certain response, focusing on their minimization or complete elimination are indicated. A sociological study was conducted regarding the influence of motivating factors in the implementation of the “consumer-seller” contact and the purchase of goods / services. The role of motivating factors on the effectiveness of the development of the e-commerce market has been determined. It has been established that for certain motivating factors, there is a certain discrepancy between their main criteria and the general - global trends in the growth of the impact of information Internet technologies on the minds of network users and their level of trust in trading formats, which significantly limits the boundaries and rates of e-commerce market development. It has been specified that the e-commerce market in the multichannel trade format is the basis for the formation of an enterprise strategy, the implementation of which will ensure the expansion of sales channels for retail. The results of the study indicate a significant potential of the Internet - the focus of business activities of modern business structures in the field of trade.

РОЗВИТОК МОДЕЛЕЙ ЕЛЕКТРОННОЇ КОМЕРЦІЇ ТА ЇЇ ПРОБЛЕМИ НА СУЧАСНОМУ ЕТАПІ

Стаття спрямована на дослідження розвитку моделей електронної комерції та її проблем на сучасному етапі. Метою даної статті є дослідження особливостей використання моделей, форм та інструментів електронної комерції та визначення її основних проблем на сучасному етапі розвитку світової економіки. Проаналізовано сучасний стан розвитку ринку електронної комерції в світі та Україні, що дозволило визначити як його основні тенденції зростання мобільної комерції та транскордонної торгівлі онлайн. Проаналізовано діяльність провідних світових маркетплейсів та здійснено їх порівняльну характеристику. Визначено основні модифікації моделей електронної комерції та основні проблеми даної сфери, що дозволить підвищити ефективність діяльності вітчизняних підприємств в Інтернет.