OPTIMIZATION OF REVERSE LOGISTICS IN E-COMMERCE IN NATIONAL AND CROSS-BORDER RELATIONS

E-Commerce activity has been multiplying in recent years.With the increase in sales via the Internet, the number of returned goods from customers is also growing restlessly.Firms that want to break into the Internet business should take planning for reverse logistics seriously.Usually, small companies for weak return policy of products quickly lose both the trust of customers and the customers themselves.The main goal of the article is to create a model of reverse logistics in the conditions of trans-border trading.Different models are used in reverse logistics to create a reverse movement of the goods, but none of them is perfect and univer- sal, and each has its advantages and disadvantages.The proposed model should reduce the cost and time for returning goods from customers, which in turn should increase the satisfaction and confidence of current and potential customers to online purchases and increase their number.