CURRENT TRENDS AND FEATURES OF STATE REGULATION OF E-COMMERCE IN UKRAINE

Abstract

Introduction. The field of e-commerce is one of the most dynamic segments of the modern economy. Digitalization is substantially transforming traditional business models, trade structures, and consumer behavior. In the context of the active proliferation of information and communication technologies, rising internet penetration rates, and accelerating digital transformation, electronic commerce is becoming a driver of economic growth for many economies. Thus, despite crisis phenomena and wartime challenges, Ukraine's e-commerce sector demonstrates sustained growth, intensifies the digitalization of national business, and facilitates Ukraine's integration into the global economic space. At the same time, a number of systemic problems persist: insufficient digital infrastructure, the “shadowing” of the online market, gaps in regulatory frameworks, and cybersecurity challenges. All of these issues hinder the effective development of the industry and require comprehensive scholarly examination.

Purpose. The purpose of the article is a comprehensive analysis of current development trends in e-commerce in Ukraine and the specifics of its state regulation, with the aim of enhancing the efficiency and competitiveness of the e-commerce sector at both national and international levels.

Materials and Methods. The study is built on the integrated use of general scientific and specialized methods: systemic and comparative analysis — to assess e-commerce development trends in Ukraine and at the international level; statistical analysis — to examine quantitative indicators of electronic trade; and the structural-logical method — to substantiate the authors' conceptual framework for changes in e-commerce regulation. The theoretical basis of the study comprises works by leading foreign and domestic scholars on the functioning of e-commerce and state regulation of this segment. The information base of the study draws on data from the State Statistics Service of Ukraine and the Statista platform, as well as analytical materials from UNCTAD, the OECD, and the World Bank.

Results. The findings of the study establish that key e-commerce indicators demonstrate positive dynamics, reflecting the gradual formation of a mature digital market in Ukraine. The number of Ukrainians who regularly make online purchases exceeds 8 million, and the share of the population engaged in electronic commerce continues to grow.

Three groups of key trends have been identified: digital trends (rapid growth in new online shoppers, digitalization of consumer behavior driven by the war, and the rising role of mobile and platform commerce); economic and technological trends (an increasing share of e-commerce in the export structure, development of the IT ecosystem and digital services, and integration into global digital markets); and logistical and security trends (diversification of logistics chains, relocation of warehouses and logistics centers, and adaptation to wartime risks). An authorial approach to improving the regulatory environment has been substantiated, combining legal, institutional, and economic provisions with a focus on harmonizing national legislation with EU directives, strengthening consumer trust in digital channels, and enhancing cybersecurity.

Prospects. The further development of e-commerce in Ukraine requires the implementation of a comprehensive state strategy encompassing legal, institutional, technological, and economic dimensions. Priority directions in the regulatory sphere include: the implementation of EU regulatory standards into national legislation; the development of consumer protection mechanisms; and cybersecurity. The effective combination of state regulation with market mechanisms and international cooperation will enable the formation of a competitive and innovative e-commerce ecosystem capable of ensuring the sustainable development of Ukraine's digital economy.