Pricing intelligence as tool for increasing competitiveness of Ukrainian online stores

The article defines the concept of e-commerce, analyzes the status and dynamics of e-commerce in Ukraine. The work presents statistical data on the state of Internet commerce in Ukraine, trends for future development. Online stores are under pressure from fierce competition, because of the rapidly growing goods and services volume in the Internet. It causes shops to risk when choosing pricing strategy. Internet market requires automated control of prices, it will help shops to choose the right strategy of selling and customers will significantly save their money. All this justified the relevance of implementation in practice Pricing Intelligence technology. The technology is used by advanced trading platforms in Europe and America. Site Hotline is an Ukrainian analogue of Pricing Intelligence technology, but its functionality is limited considerably. The Site is focused exclusively on customers and the shops falling within the statistics of the site are Hotline's partners. That's why the information is not completely objective. Therefore, it is useful to borrow foreign practice and improve Pricing Intelligence technology further for using it in online shops.