E-commerce trends: Challenges and capabilities

Based on a review and analysis of the scientific literature, the essence of the «e-commerce» concept is revealed, and the classification of the e-commerce types is formed and characterized. Based on this, the trends in e-commerce development in the world and in Ukraine are identified. The analysis of the e-commerce development in Ukraine is performed because of a bivector approach, i.e. from the standpoint of consumers and business entities. The obtained results of the analysis formed the basis of the author's conclusions and recommendations on the challenges and opportunities for e-commerce development in Ukraine in the context of global trends. At the study the following methods are used: a content analysis when analysing the scientific literature, in particular on the essence of the «e-commerce concept», as well as when identifying trends in e-commerce in the world; systematization and generalization during identifying vectors of the e-commerce development by domestic entrepreneurs and researching the challenges and opportunities for the e-commerce development in Ukraine in the context of global trends; expert assessments during the analysis of consumer activity in the e-commerce market in Ukraine. It is proved that e-commerce development is based on certain universal principles that are characteristic of all types of e-commerce. Nowadays the trends in the e-commerce development in the world and in Ukraine are identified. They are active researching and adapting business entities to consumer behaviour in the conditions of COVID-19; intensifying the e-commerce development based on B2C technologies; growing exports of goods on the basis of e-commerce opportunities; significant increasing in marketplaces compared to online stores; growing electronic number of fulfilment centres in the market; growing competition between marketplaces and social networks, etc.