ANALYSIS OF GLOBAL ELECTRONIC COMMERCE GROWTH TRENDS

Technology is driving funding and deal activity in the e-commerce space. As commerce continues to move online, new solutions and M&A strategies are coming to the fore. Headless e-commerce and marketplace aggregation are two of the prime examples. The rapid growth of development of innovative Internet technologies has significantly changed the approaches to the organizatіon of retail and trading activities in the face of the challenges of the digital economy. Therefore, in the modern economy, e-commerce should be considered as an innovative form of retail trade and, as a result, should be managed in accordance with modern trends. The research аnalyzеd the main global trends of e-commerce development, identified ten key differences of modern e-commerce from the traditional concept of retail trade, in particular: transparency and environmental friendliness, deterrence of goods return, regional taxation, Progressive Web App (PWA), social networks, artificial intelligence, labelіng with QR code, online stores-marketplaces, a segment of customers-motorists, syndicated content. The main trends in the development of e-commerce in Ukraine are revealed, ten key directions of development in modern conditions of the digitalizatіon economy are identified, in particular: AR and VR technologies, cashless development, electronic document securіty, online reliability testing services, trade-in services, mobile search for stores, feedback services, drop shipping business models, own trade brands, loyalty programs in the CRM.