TRENDS IN THE DEVELOPMENT OF DIGITAL FINANCES IN CONTEMPORARY ECONOMIC REALITIES

The article considers the peculiarities of substantiation of trends in the development of digital finance in Ukraine. Theoretical and methodological basis of the study are modern theories, concepts, hypotheses of digital economy management. Content analysis used. Methodological and informational basis of the work are scientific works, materials of periodicals, Internet resources. It has been proven that digital finance is a component of the digital economy. It is determined that the assessment of the possibilities of digital development of countries is carried out with the help of indices: E-Government Development Index; WEF / WITSA Networked Readiness Index and IMD World Digital Competitiveness Ranking. A SWOT analysis of the development of digital finance in Ukraine has been carried out. Threats to the development of digital finance are divided into two subgroups: external and internal risks. Emphasis is placed on the results of content analysis of trends in the development of digital finance in Ukraine in modern economic conditions. Four groups are substantiated: development of the Internet of Things; digital transformations of business and industries; data becomes the main source of competitiveness; dissemination of business models related to the ideology of the sharing economy. Opportunities and barriers to the development of digital finance in Ukraine are listed for each group. It is outlined that the most optimal scenario for the development of digital finance in Ukraine is forced. The main condition for its implementation is to overcome barriers in a timely manner. It is determined that the prospect of further research is the formation of a model of the impact of digital finance on reducing the level of the shadow economy. The use of passive measures to implement digital finance, namely: making social payments exclusively in non-cash form, tax benefits, installation of trade POS-terminals by small and medium-sized businesses, as well as additional incentives for traders and consumers to make non-cash payments, will significantly increase Ukraine's position as a player in the capital market.