Uman National University | today: 12/28/2025
| Author(s) |
Соколюк С. Ю., , , Prokopchuk O.T., Candidate of Economics, , Uman National University of Horticulture, Ukraine |
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|---|---|---|---|
| Category | Economics | ||
| year | 2025 | issue | Issue 107 part 2 |
| pages | 111-119 | index UDK | 339.1 | DOI | 10.32782/2415-8240-2025-107-2-111-119 (Link) |
| Abstract | In today's era of global digitalisation, e-commerce has become a powerful driver of transformation in traditional retail. In Ukraine, this process has become particularly relevant due to a combination of technological, economic and social factors. The COVID-19 pandemic has significantly accelerated the transition of consumers to online shopping, and the full-scale war of 2022 has further changed consumer behaviour, particularly due to limited access to physical stores and damage to infrastructure. Accordingly, businesses have been forced to adapt to the new conditions by implementing digital technologies to remain competitive. Thus, e-commerce is gradually becoming a key factor in the transformation of traditional trade in Ukraine, changing the structure of the retail market and consumer preferences. The study aims to identify the main trends in the development of online commerce, determine the factors that stimulate its growth, and identify the barriers that hinder the digitalisation of businesses. Based on the research conducted, the following conclusions can be drawn: 1. E-commerce is a powerful factor in the transformation of traditional trade in Ukraine. Over the past five years, the share of online sales in the retail sector has grown by approximately 45%, indicating accelerated digitalisation and changing consumer behaviour. 2. Key factors stimulating the development of e-commerce include widespread internet coverage (over 80% of households are connected to the network), active use of mobile devices for shopping, and growing confidence in cashless payments. 3. The main barriers to the digitalisation of traditional businesses include insufficient digital competence of staff, limited financial resources for the implementation of modern technologies, and unregulated legislation on online payments. 4. The integration of e-commerce into traditional trading models contributes to increased sales efficiency, expansion of the customer base geography, and optimisation of logistics costs. Further research should focus on mechanisms to support digital transformation and the adaptation of small and medium-sized enterprises to a changing market. Thus, the results of the study confirm that e-commerce is a key factor in the transformation of traditional trade in Ukraine, contributing to increased business efficiency and adaptation to modern economic and social challenges. | ||
| Key words | Е-commerce, digitalisation, traditional trade, e-commerce, business transformation | ||