DEVELOPMENT OF E-COMMERCE IN THE INTERNATIONAL MARKET

Abstract

The article deals with an urgent issue for domestic business, the peculiarities of the development of Internet commerce in the international market. The purpose of this study is to identify the features and prospects for the development of Internet commerce in the international market. The article comprehensively describes the main aspects of the spread of Internet commerce, identifies its most important advantages for both entrepreneurs and buyers. The author identifies problems with high-speed Internet, lack of trust, fraud, disregard for consumer rights, etc. as the reasons for the slowdown in the spread of e-commerce. The key trends in the development of e-commerce (in particular, globalization, blurring of borders, use of modern technologies, artificial intelligence, etc.) were also identified. A comprehensive assessment of the e-commerce market, which is growing as a result of increased consumer confidence in online sales, is made. Attention is also paid to the main players of the Internet market, united in the Interactive Advertising Bureau (IAB Ukraine), whose activities are aimed at developing media and marketing in the context of digitalization. The main trends in the development of e-commerce in Ukraine are systematized and certain expectations of online sales in the global practice are outlined. Certain problematic issues in the development of e-commerce during the war (logistical disruptions, changes in customer preferences, change of individual partners, infrastructure problems, cybersecurity threats) are identified. The author recommends approaches to improving the development of e-commerce, in particular, through national support, infrastructure improvement, combating online fraud, addressing the problem of trust and exchange of goods, improving e-commerce web resources, optimizing content, developing the interface and conversion elements, introducing the latest technologies into the Internet system, etc. The recommendations presented in this paper on organizing the process of promoting products via the Internet to foreign markets can contribute to the effective development of international trade of domestic business organizations, increase their security and competitiveness.