Development of the Ukrainian E-Commerce Market in the Face of Uncertainty and Risks

The article identifies and analyzes the main factors influencing the formation and development of e-commerce in Ukraine in the context of uncertainty and risks, analyzes the audience of online shoppers on the largest Internet platforms, and the distribution of traffic by information sources used by domestic consumers when making online orders. Attention is paid to the peculiarities of e-commerce development in the context of the COVID19 pandemic and Russia’s full-scale invasion of Ukraine, the market dynamics are studied, and the typology of successful e-commerce business models in Ukraine, such as a manufacturer’s website, electronic bulletin board, e-shop, marketplace, electronic order table, is allocated. Methodological proposals for the implementation of the considered tools for the development of e-commerce business models in the current conditions of uncertainty have been developed.