SEGMENTATION OF THE MARKET FOR DIGITAL PRODUCTS AND DEVELOPMENT SERVICES IN UKRAINE

Abstract

The article analyzes the structure and segmentation of the Ukrainian IT market by company types, services, client categories, and regional concentration. It examines in detail the classification into product-based, service-based, hybrid, and outstaffing companies, their specializations, business models, and integration into global value chains for digital solution creation. The growing share of product companies focusing on innovative, high value-added solutions is emphasized, as it helps reduce dependence on outsourcing. Special attention is paid to technological diversification. The dominance of the B2B segment in the digital products market is demonstrated, where Ukrainian IT companies primarily serve foreign clients across industries such as finance, healthcare, insurance, telecommunications, retail, and defense technologies. Simultaneously, the development of B2C areas—mobile applications, educational platforms, media projects—is outlined, along with the strengthening cooperation with the public sector within the framework of national digitalization programs. The article also explores regional shifts in the IT industry, particularly the redistribution of specialists and companies from frontline areas to western regions such as Lviv, Ivano-Frankivsk, Ternopil, and Zakarpattia. The impact of business relocation, the emergence of new IT hubs, and support for local clusters is analyzed. Special attention is given to the influence of martial law on workforce mobility, domestic demand, and public-private partnerships through initiatives such as Diia.City, MilitaryTech, and innovation infrastructure projects. Marketing strategies in the IT sector are also discussed, including product policy in a context of limited domestic demand and competition for international clients. The findings confirm the adaptability, innovation, and strong export orientation of the Ukrainian IT industry, ensuring its resilience during economic instability and creating a foundation for strategic growth in the post-crisis period. The conclusions presented may serve as a practical guide for IT companies, investors, and public authorities in developing policies to support and expand Ukraine’s digital sector.