B2C IN E-COMMERCE: EUROPEAN VECTOR OF UKRAINE

The article explores the state and nature of the development of electronic commerce in Ukraine, structural changes under the influence of socio-economic, organizational, innovative and technological factors, as well as the prospects for its growth. The modern tendencies of the world market of Internet trade are investigated: the factors promoting the intensification of Internet trade, the leaders among countries and Internet retailers, as well as the countries that have a positive growth dynamics of this sector are determined. The competitive positions of Ukraine in the field of Internet commerce are estimated, the main problems and prospects of development of Internet trade in Ukraine are determined.