Trends in the Development of E-Commerce in Ukraine

The article examines trends in the development of E-commerce in Ukraine and the world. The main institutional features and challenges faced by national online stores are identified, such as personalization and changes in consumer demand, macro factors of influence - the growth of competition, the Covid 19 pandemic and the war with russia. Summarized are the main trends in the development of Internet trade. It has been proven, that today, thanks to the rapid development of modern information technologies and logistics companies, the scaling and availability of online payment, when online orders can be made from almost anywhere in the world, as well as the openness of borders and almost no restrictions, the field of E-commerce has completely transformed the retail market. E-commerce acts as a powerful engine for the development of both the national economy of Ukraine and the world economy, since it is thanks to E-commerce that the national labor market is continuously developing and transforming, and new jobs are constantly being created, including in newly created sectors of the economy. It has been proven that thanks to the development of the E-commerce sphere, the national Ukrainian business, regardless of its size, gained the ability to scale, which contributed to the growth of export volumes, an increase in the average level of qualification of the employed population of Ukraine, and an increase in the total amount of taxes paid to the state and local budgets. The dynamics of global Internet trade in recent years have been analyzed. Has been studied the forecasting of the development of the E-commerce sphere in Ukraine and the world. There were proposed possible ways of further development of the E-commerce sphere in Ukraine. The conducted analysis can be used in the future as a basis for researching prospects for the development of the E-commerce sphere, determining global trends in its development.