THE DEVELOPMENT OF TRADE IN UKRAINE IN THE CONTEXT OF THE DIGITALIZATION OF THE ECONOMY

Abstract

The article examines current trends in the development of trade and e-commerce under conditions of martial law, economic digitalization, market globalization, and increasing competition. The dynamics of trade development are analyzed, including changes in market volumes, the share of online sales in the overall structure of retail trade, and the transformation of consumer behavior in the context of the active implementation of digital technologies. It is established that the rapid growth of e-commerce is driven by the development of internet infrastructure, mobile technologies, digital platforms, and logistics innovations. Special attention is paid to the impact of digital transformation on the business models of trading enterprises, which are increasingly shifting to omnichannel strategies by integrating online and offline sales channels. It is substantiated that the efficiency of modern enterprises largely depends on their ability to implement innovative technologies, including supply chain management systems, big data analytics, process automation, and tools for customer experience personalization. The article identifies key trends in the development of trade and e-commerce, including the growing role of marketplaces, the development of mobile commerce, the automation of logistics processes, the implementation of artificial intelligence, as well as the increasing importance of fast and high-quality last-mile delivery. It is proven that digital technologies are a critical factor in ensuring the competitiveness of enterprises in the e-commerce sector. The specific features of e-commerce development in Ukraine under conditions of economic instability and martial law are also considered, which necessitate business adaptation to new challenges, including  supply chain disruptions, changes in demand, and infrastructure constraints. It is determined that the further development of trade and e-commerce is associated with deeper digitalization, increased flexibility of business models, and a stronger customer-oriented approach. The practical significance of the study lies in the possibility of using the obtained results by enterprises to develop effective development strategies, enhance competitiveness, and adapt to modern market conditions.