E-COMMERCE: CURRENT STATE AND DEVELOPMENT STRATEGIES

The article is devoted to the analysis of the state of e-commerce in Ukraine in the pre-war period and during the war and the definition of the main vectors of development. Strengthening the competitiveness of modern business is achieved through the active introduction of digital innovations, in particular in the forms of organization, business collaboration, the formation of close interaction with customers and the expansion of foreign markets. The norms of the current legislation regarding the interpretation of the term «e-commerce» and the definition of e-commerce subjects are considered. The structure of e-commerce, which should include information electronic services; electronic movement of capital; e-commerce; Supply chain management electronic money; electronic marketing; electronic insurance services; electronic banking. At the present stage of development in Ukraine, the following e-commerce models have been formed: V2V (business for business); V2S (business for the consumer); V2G (from business to government); S2V (from consumer to business); S2S (from consumer to consumer); S2G (from consumer to government); G2V (from government to business); G2S (from the authorities to the consumer); G2G (power to power). The essence of the specified models is defined. Until 2022 the Ukrainian e-commerce market had a steady dynamics of development, for the period 2018–2021. market volumes grew by more than 2.3 times. In the first months of the war, there was a rapid «subsidence» of the market almost 12 times, which is due to a violation of logistics, significant destruction, the active phase of the movement of population and business to safer regions and many other unfavorable factors for business development. However, from mid-March 2022 the market began to adapt, the structure of demand underwent significant changes. The growing popularity of e-commerce contributed to the growth of the advertising market in this segment, while optimizing advertising budgets. With regard to the formation of strategies for the development of the e-commerce market, a common rule for all business should be observed, post-war recovery should be based on economic recovery, and financial assistance should not replace it. Grants (from $1,000 to $270,000) also became an opportunity for starting, scaling and developing a business. USA), Ukraine has quite a lot of such programs, both from international and state donors. In order to maintain market positions and gain customer favor, entrepreneurs apply creative approaches and introduce innovations, market expansion (including the introduction of expansion strategies for foreign markets), networking, business collaboration and digitalization in combination with cloud solutions, it is this focus of domestic business development that will increase competitiveness, reduce corruption, ensure access to the most modern services.