PROSPECTS AND MAIN TRENDS OF THE E-COMMERCE DEVELOPMENT IN UKRAINE IN B2С SECTOR IN CONDITIONS OF WAR

Abstract

The current economic situation in Ukraine requires market entities to review the priority directions of marketing activities and sales organization, since in order to achieve success, it is necessary to take into account the requirements of the digital environment. One of the ways to achieve this is the effective implementation of e-commerce. The purpose of the study is to describe the current state, dynamics and trends in the development of the e-commerce market in Ukraine. The article discusses the content, tools and current trends in the e-commerce market in the B2C sector. It was found that the dynamics of the development of e-commerce in Ukraine was positive, with the exception of a sharp decline at the beginning of 2022. Since 2023, the recovery of the Ukrainian e-commerce market has been observed, which indicates its potential and importance for manufacturers and consumers. The development of the e-commerce market in Ukraine was influenced by significant changes in customer behavior patterns that began during the Covid-19 pandemic, and the war caused their final formation. We have highlighted the factors that affect the purchasing activity of Ukrainians online, in particular, the level of real incomes, economic expectations; availability of goods; simplicity and convenience of communication; speed and convenience of delivery. It was found that the online sales strategies of companies of various sizes and locations are based on the concept of affiliate marketing and the СРA model, which provides for payment for targeted action. The main factor of competition in the e-commerce market is the strength of existing competitors, which is based on the effect of scale, possession of high-tech equipment, modern software, and highly qualified personnel. Features of the B2C segment of e-commerce in Ukraine during the war are the increased attention of consumers to the social responsibility of business, as well as a decrease in the number of users with an increase in the frequency of purchases. Based on e-commerce trends in other countries, we have highlighted the conditions for the effective development of Ukrainian e-commerce, in particular, mobile shopping, personalization, customization, micro-segmentation, active work in social networks, emphasis on environmental friendliness and responsible consumption, fast delivery and fast return, ethics and social responsibility of brands, visual merchandising, use of AI and augmented reality technologies.