E-commerce in Ukraine: Current State, Challenges and Development Prospects under Digital Transformation

Abstract

This article analyzes the current state and trends of e-commerce development in Ukraine amidst global digital changes. The research examines the impact of macroeconomic factors and the challenges posed by the war on the online retail sector. Key barriers to growth are identified, including the shadow market, logistical disruptions, and the need for legislative adaptation to EU standards. The study highlights promising trends such as social commerce, AI integration, and mobile trading. Proposals are formulated to improve the regulatory environment and digital infrastructure to ensure the industry's sustainable growth in the post-war period.