Сучасні тенденції та перспективи розвитку ринку інтернет-торгівлі: міжнародний досвід та національна практика

Abstract

Досліджено сучасні тенденції світового ринку інтернет-торгівлі: визначено фактори, що сприяли інтенсифікації інтернет-торгівлі, лідери серед країн та інтернет-ритейлерів, а також країн, що мають позитивну динаміку зростання цього сектору. Проаналізовано підходи до трактування понять «інтернет-торгівля» та «електронна комерція». Оцінено конкурентні позиції України у сфері інтернет-торгівлі, визначено основні проблеми та перспективи розвитку інтернет-торгівлі в Україні.

In the article the current trends of the worldwide market for Internet trading are researched. The approaches to the interpretation of the "Internet trading" concept and "e-commerce" are analyzed. The factors that contributed to the rapid growth of Internet trading, the main of which is the development of information technology, are determined. Leading countries of the market development for Internet trading and modern Internet retailers are determined. It is proved that the world market leaders in the Internet trading are from the US, China, UK. India market has positive growth trends. Among the leaders of the Internet business in terms of sales, Amazon.com stands out as the world's largest online retailer. Competitive positions of Ukraine in the field of the Internet trading are researched, and the main problems and prospects of the Internet trading development in Ukraine are determined. It is proved that the competitive positions of Ukraine according to international ratings are unsatisfactory. It is found that the main reasons slowing down the Internet trading are the limits within the most popular electronic payment systems (such as Pay Pal, Apple Pay, Google Wallet, etc.), the imperfection of the legislative framework (despite the adoption of the "Law on electronic commerce"), and economic situation in the country (because of the war in the East, Crimea annexation etc.), which resulted in the reduction of the living standard and purchasing ability of the population in general. It is proved that the most dynamic sectors of the Internet trading in Ukraine are B2C (business-to-consumer) and B2B (business to business). A number of proposals concerning the stimulation of the Internet trading in Ukraine are provided. The main of which include logistic infrastructure improvement; the Internet trading development; active use of mobile technologies, i.e. activ e use of mobile devices for online-shopping.