PECULIARITIES OF E-COMMERCE MANAGEMENT IN UKRAINE

Abstract

The article examines the key aspects of e-commerce management in Ukraine, focusing on legal frameworks, payment systems, logistics, and marketing strategies. E-commerce has grown exponentially in recent years, accelerated by the COVID-19 pandemic and the ongoing full-scale war in Ukraine, which have compelled businesses to shift to online platforms. This paper highlights the dynamic nature of this sector and the challenges that Ukrainian entrepreneurs face in adapting to a digital economy.
A comprehensive analysis is provided of the legal regulations governing e-commerce in Ukraine, such as the Law on E-commerce, the Law on Consumer Rights Protection, and provisions concerning electronic signatures. These laws are pivotal in ensuring secure transactions, safeguarding consumer rights, and fostering trust in online services. The article also delves into the advancement of payment systems like LiqPay, WayForPay, and Fondy, which enhance transaction efficiency and user experience.
The logistics sector’s role in the success of e-commerce is discussed, emphasizing the contributions of companies such as Nova Poshta, Ukrposhta, and Meest Express in providing reliable and swift delivery services. Furthermore, marketing approaches tailored for the Ukrainian market, including search engine optimization (SEO), social media advertising, and email campaigns, are analyzed.
Emerging trends, such as mobile commerce and omnichannel strategies, are also explored alongside persistent challenges like logistical barriers and limited consumer purchasing power. The study concludes by offering recommendations to address these issues and support sustainable growth in Ukrainian e-commerce. This research aims to provide actionable insights for policymakers and industry stakeholders to strengthen Ukraine’s digital economy in challenging times.