Сучасні тенденції та переваги розвитку Інтернет-торгівлі в Україні
State and advantages of e-commerce in Ukraine

Summary/Abstract: Introduction. Along with the development of traditional retail trade, we observe the strengthening of trade via Internet in Ukraine. Ukrainians have increasingly been purchasing electronics and household appliances through on-line stores. Hitherto, the preferences of Ukrainian customer have not changed. Purpose of the article is to study the current state of e-commerce and its infrastructure and to identify opportunities for the principles of sustainable development implementing. Results. Large Internet shops operate in Ukraine. In turn, large retail networks have established their own on-line stores. Traditional retailers are beginning to consider the Internet stores as a serious competitor. In addition to the on-line stores, buyers are using Internet-auctions, sites of free classified ads and price comparison sites. This allows development not only of B-to-C, but also C-to-C trade. Web-portals promote small business development that cannot afford to organize an on-line store and invest in its promotion. The functioning of e-commerce is impossible without a developed infrastructure, on-line payments and logistics. These businesses are also rapidly developing in Ukraine. It is worth mentioning the postal logistics operator providing logistics services in Bto- C and C-to-C segments. Conclusion & Recommendations. E-commerce requires legislation adjustment in order to protect the rights of both sellers and buyers, and Internet development in various regions of Ukraine. It could stimulate not only e-commerce, but also other aspects of socioeconomic development. It should be noted that the development of C-to-C on-line platform stimulates the following important aspects of sustainable development: joint consumption, reuse and extension of product life cycle.

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