ANALYSIS OF THE ATTRACTIVENESS OF E-COMMERCE OPERATIONS IN UKRAINE AND GERMANY

The article investigates the key factors influencing the growth of e-commerce and the challenges encountered in this process. A system of 13 criteria for assessing the convenience and profitability of e-commerce in different countries is proposed: 1) infrastructure comfort level, 2) healthcare services, 3) availability of housing and the possibility of purchasing it, 4) development of small business, 5) climatic conditions, 6) consumer basket size, 7) tax and fine levels, 8) quality and safety of roads, 9) internet quality, 10) freedom of choice, 11) life safety,12) right to information, 13) development and speed of delivery. Using this system, a comparative analysis of e-commerce in Ukraine and Germany was conducted, focusing on its state, convenience, profitability, and growth prospects. The analysis was based on personal experience of living in both countries, with experts evaluating the criteria and assigning specific “weights” to each. After normalizing the scores and weights using a weighted averaging method, overall quality criteria for e-commerce in each country were established. The results show that e-commerce is more attractive in Ukraine compared to Germany due to lower taxes, greater business freedom, better mobile connectivity, faster delivery, and higher internet speed. The article suggests extending this comparison to other countries using the proposed methodology, provided researchers have practical experience, to ensure accurate results. Furthermore, it was found that comparing the effectiveness of e-commerce in different countries can help identify key aspects of government policy and economic strategy that contribute to the development of this sector in individual countries, as well as highlight opportunities for improving infrastructure and services that ensure the effective functioning of e-commerce. The growth of innovative technologies, which can significantly improve service quality and reduce costs, is particularly important, as this opens up wide prospects for business. In light of these factors, strategic investments in e-commerce could become a crucial driver of economic growth on a global scale.