THE ROLE OF E-COMMERCE IN THE DEVELOPMENT OF THE COUNTRY'S ECONOMY

The article defines the role of e-commerce for business. The article examines the theoretical aspects of e-commerce development and its directions, which are quite relevant today. The authors have studied, systematized and clarified the concept of “e-commerce” on the basis of a comparative assessment of the definitions of different scholars. The article formulates the purpose of the study and defines the role of e-commerce in the economic development of the country. The history of e-commerce development is presented. The contribution of scientists to the study of theoretical aspects of e-commerce is analyzed. The features of the impact of e-commerce on the development of economies of different countries are specified. The features and problems of e-commerce are studied. The legislative framework for the development of e-commerce is considered. The types of activities related to e-commerce are specified. Effective measures aimed at integrating the national economic system into the pan-European system, including the use of digital economy tools, are identified. Attention is focused on the role of mobile devices used in commercial activities, which leads to the spread of such a way of participating in it as mobile e-commerce (m commerce). The place of social e-commerce as a type of e-commerce is determined. The indicators of social commerce by age for the last two years are presented. The main factors that stimulate the development of e-commerce are outlined: the growth of consumer confidence in online shopping, the expansion of digital infrastructure and the improvement of logistics systems. It is emphasized that despite the ongoing war, Ukraine's digital economy remains resilient, and e-commerce plays a key role in the country's economic recovery. The author characterizes the challenges of the e-commerce market in Ukraine in recent years. It is noted that the advantages of e-commerce are global scale, round-the-clock business hours every day of the year, personalization, fast launch of goods to the market, and automation. The significant impact of e-commerce on the growth of the economy as a whole is outlined. A comparison of the development of e-commerce in Ukraine and in the EU countries is made. The global trends in the development of e-commerce in comparison with Ukrainian trends are characterized.