GLOBAL MARKETPLACES IN THE DIGITAL ECONOMY AS A DRIVER OF UKRAINIAN EXPORT DEVELOPMENT AND BUSINESS GROWTH

The article analyses the global development of e-commerce and its impact on international trade. It has been found that the spread of digital technologies, the growth of Internet access, and changes in consumer preferences have led to a significant increase in online trade. The countries with the most developed e-commerce markets are identified. It was found that China is the leader in this area, dominated by platforms such as Alibaba Group (Taobao, Tmall, AliExpress) and Pinduoduo. The United States of America holds the second position, thanks to the activities of leading platforms such as Amazon, eBay, and Etsy. The European market also shows high growth rates, especially in the UK, Germany, and France, with significant potential for further development. The authors have shown that e-commerce creates new opportunities for Ukrainian producers, in particular in entering international markets and selling products far beyond national borders. Thanks to global marketplaces such as Amazon, Etsy, and eBay, Ukrainian businesses can access a wide audience in the US, Europe, Canada, and other countries. The article focuses on the key barriers that prevent Ukrainian businesses from integrating into the global market: economic and political instability, high competition, restrictions related to the policies of international platforms, and the insufficient level of digitalization of business processes. The authors of the article also highlight factors that can help overcome these difficulties: quality products at affordable prices, uniqueness of Ukrainian goods, high motivation of entrepreneurs to develop and support the country’s economy, and a large number of educational and grant programs to support entrepreneurs. Based on the SWOT analysis, the article identifies strengths, weaknesses, opportunities, and threats for Ukrainian enterprises planning to enter international platforms. The article provides recommendations on how to overcome the existing challenges, in particular by increasing the level of digitalization, developing marketing strategies, and optimizing business processes for successful operation in global e-commerce markets.