ELECTRONIC COMMERCE: CURRENT TRENDS, CHALLENGES AND FORECASTS

Abstract

A comprehensive analysis of the current state and prospects of e-commerce as a driver of the digital economy has been carried out. The work examines the growth of e-commerce in Ukraine, highlighting the increasing share of online trade in the overall retail sales volume and new trends in digital business models. Special attention is given to various models of electronic commerce, such as B2C, B2B, C2C, and C2B, and their impact on market segments and consumer behavior. The paper also analyzes the role of regulatory frameworks both in Ukraine and the European Union in shaping the e-commerce market. The influences of regulations such as PSD2 and GDPR in the EU, and their analogs in Ukrainian legislation, are discussed separately. In addition, technological innovations, particularly artificial intelligence (AI), augmented reality (AR), and Buy Now Pay Later (BNPL) services, are examined for their role in enhancing user experience, improving conversion rates, and reducing risks in supply chains. The paper concludes with a forecast of the future development of e-commerce, including significant market growth and the integration of advanced technologies in the coming years. The necessity for businesses to adapt to changes in the regulatory, technological, and consumer environments to maintain competitiveness is emphasized.