DEVELOPMENT OF THE ELECTRONIC COMMERCE MARKET IN UKRAINE AND WORLDWIDE

Introduction. The development of e-commerce in Ukraine is gaining importance, as it is an effective tool that allows many Ukrainian companies to enter the international market, in particular those that provide business services and develop software. Thus, e-commerce has great potential to promote the further development of Internet technologies and the entire financial infrastructure in our country. The purpose of the study is to determine the trends, prospects and conditions for the development of the e-commerce market in Ukraine and the world. Materials and methods. The theoretical and methodological basis of the study was the work of scientists and practitioners on the problems of developing and applying modern methods of doing business on the Internet. The following methods are used in the work: historical-economic method — in the analysis of the theoretical and methodological foundations of the study of the problem; the method of comparative analysis — when analyzing indicators of the dynamics and efficiency of business development on the Internet; monographic method — for evaluating doing business on the Internet; calculation method — to determine the volume of product sales under the conditions of effective use of business methods on the Internet; abstract-logical — to develop recommendations for the modernization of methods used by business entities to conduct business on the Internet. The results. It has been established that this type of commerce has a tendency to develop in Ukraine. This can be seen on the example of the spread of various online stores in the domestic segment of the network. The growing use of Internet technologies in business has led to the emergence of new opportunities for employment, both directly and indirectly. E-commerce opens up employment opportunities for people with disabilities, students and retirees, and also facilitates the creation of flexible work schedules. Creating and regularly updating a corporate page on Facebook is a powerful tool for companies to describe and consider. Another important aspect is that online shopping is generally more profitable, since the owner of an online store does not have to bear the cost of renting a retail space in a prestigious area of the city and therefore does not need to pay salaries to salespeople and other staff. Prospects. Ukraine has significant potential for the development of e-commerce due to the following prospects and trends: the growth of the number of Internet users; expanding the availability of the 3G network and the introduction of 4G, which leads to an increase in the popularity of mobile commerce; increasing trust in e-commerce and payment systems; great popularity of products; using a personalized approach that takes into account all the wishes of the buyer.