Development prospects of the electronic commerce in Ukraine

UK: Дослідження присвячено проблемам розвитку електронної комерції в Україні. Встановлено відмінності між категоріями «електронний бізнес», «електронна комерція» та «електронна торгівля». Виявлені тенденції розвитку роздрібної торгівлі та електронної комерції в Україні. Розглянуто проблеми і перешкоди в розвитку електронної комерції в Україні. Доведено, що ринок електронної торгівлі має значний потенціал зростання за умов вирішення існуючих проблем. Визначено головні тренди розвитку електронної торгівлі. EN: Summary. The research is devoted to the problems of e-commerce development in Ukraine. It is determined that information technologies play an important role in the development of entrepreneurship. Differences between categories "e-business", "electronic commerce" and "electronic commerce" were established. The advantages of doing business with the use of information technologies are explored. The tendencies of development of e-commerce in the world are analyzed. The example of China identified the importance of developing e-commerce to ensure a stable growth of the economy. The trends of retail trade and e-commerce development in Ukraine are explored. It was established that in 2007-2016 in Ukraine there is an increase in volumes and the share of penetration of e-commerce. The most popular groups of products purchased on the Internet are determined. It has been established that one of the most promising areas of ecommerce is the sale of food products, and therefore, retailers have significant potential for growth as a result of the transfer of a part of the retail online. The problems and obstacles in the development of e-commerce in Ukraine are considered. Major issues include the lack of legislation in the area of electronic payment systems, taxation issues, customs issues, privacy and security issues; low level of trust in online purchases, fraud cases, poor protection of personal data. The development of e-commerce is hampered by the underdevelopment of logistics and the lack of electronic payment systems. It is proved that the e-commerce market has a significant potential for growth in terms of solving the problems of technological support for electronic trading platforms, ensuring the security of personal and customer data, the further development of logistics networks, and improving the legal security of electronic trading. Among the main trends in the development of the e-commerce market, the development of mobile applications and mobile payments, focus on omnicality, customer centricity and personalization of sales