Innovative Logistics in E-Commerce: Challenges, Opportunities and Prospects

The article is devoted to defining the role of innovative logistics in modern e-commerce. The history of the formation of e-commerce in Ukraine, its stages of development, and their characteristics are analyzed. The main challenges faced by online stores are identified, and measures for their neutralization are developed. Based on the conducted analysis, the key opportunities and prospects of innovative logistics and e-commerce are revealed. It is established that, despite the complex political and economic situation in the country, innovative logistics is actively developing and requires further research and the implementation of advanced solutions in order to effectively cope with current challenges.