Uman National University | today: 06/19/2025
| Author(s) |
Zharun E. V., PhD in Economics, , Uman National University of Horticulture Бленда Н. О., , , Nepochatenko E.A., Candidate of Economics Sciences, , Uman National University of Horticulture, Ukraine Дріга А. С., , , Савунін О. С., , , Цвик В. В., , , |
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| Category | Economics | ||
| year | 2025 | issue | Випуск 106 Частина 2 |
| pages | 356-363 | index UDK | 339.1 | DOI | 10.32782/2415-8240-2025-106-2-356-363 (Link) |
| Abstract | The article examines the peculiarities of e-commerce development in Ukraine under the conditions of full-scale war (2022–2025). The research analyzes the main trends in the transformation of e-commerce, changes in consumer behavior, and the adaptation of business models to new conditions. The dynamics of online sales growth and changes in the structure of demand and supply are determined based on statistical data. The study identifies significant regional shifts in e-commerce activity, with Western Ukraine demonstrating a 7.2 % increase in online orders, while the share of Eastern and Southern regions decreased by 3.8 % and 2.6 % respectively, reflecting large-scale population migration due to security risks. Business adaptation strategies included diversification of logistics routes, development of proprietary delivery services, and decentralization of warehouse facilities, resulting in a 61.5 % increase in pick-up points and a reduction in average delivery time from 5.8 to 2.6 days. Consumer behavior has transformed toward more rational purchasing decisions, with 76 % of respondents indicating more deliberate shopping compared to the pre-war period. Despite infrastructure challenges, energy crises, and security risks, the e-commerce sector has demonstrated remarkable resilience, with market volume increasing by 52.7 % from 2022 to 2024 and the share of e-commerce in total retail growing from 12.3 % to 21.3 % by mid-2025. The study outlines the main challenges and prospects for industry development during wartime, emphasizing the acceleration of digital transformation processes and the importance of implementing innovative technologies such as augmented reality, blockchain, and artificial intelligence in the post-war recovery period. | ||
| Key words | e-commerce, internet trade, martial law, digital economy, logistics, marketplaces, business adaptation, wartime economy, consumer behavior, supply chain resilience. | ||