STRENGTHENING THE DIGITAL PRESENCE OF UKRAINIAN FRUIT AND BERRY PRODUCERS IN THE ONLINE ENVIRONMENT

Introduction. Solving the problem of the marketing strategy of fruit and berry producers during the period of transformation of economic relations has not been given due attention. Digital technologies, which consumers increasingly use, are not accompanied by corresponding price changes for fruits and berries. Measures to strengthen the presence in the digital space are mainly limited to creating a basic website or opening an Instagram account. Methods. The research methods are based on a marketing analysis of the digital presence of search queries in the Ukrainian space using digital analytics tools NeilPatel and Serpstat. Results. In Ukraine in 2025, using a system of sales channels through websites, social networks (Facebook, Instagram), and messengers (WhatsApp, Telegram) remains a common practice for fruit and berry enterprises. For the study, regardless of regional location, four enterprises were selected that position themselves in digital networks on the domestic market and are registered in Ukraine (FG Gadz, LLC Lvivsky Sad, LLC Family Garden, LLC Dunaysky Agrariy). It was found, that Ukrainian enterprises have an effective search strategy and traffic optimization, but design content does not always attract the target audience to stay on the site. Analysis of the structure of site traffic showed that direct and organic entry channels to the site are dominant. Enterprise websites also have limited potential in attracting a target audience through voice search, mobile applications, and modern email marketing and do not use marketing approaches to build organic search. Discussion. Implementing irregular marketing strategies leads to a decrease in the digital presence of fruit and berry producers. Prospects for further research include studying paid advertising and content targeting, a key channel for online sales in modern conditions. Keywords: digital presence, fruit and berry producers, Serpstat, SimilarWeb, AI breakthrough, online environment, marketing directions.