PECULIARITIES OF E-COMMERCE FUNCTIONING DURING WARTIME: CHALLENGES AND ADAPTATION STRATEGIES
Abstract
The article explores the specific features of e-commerce functioning in Ukraine under wartime conditions, taking into account macroeconomic, logistical, security-related, and behavioral changes caused by full-scale armed aggression. The purpose of the study is to identify the key challenges faced by electronic commerce under wartime risks and to define effective adaptation strategies that ensure its operational resilience. The relevance of the topic is determined by the urgent need to develop new economic models in the digital sector, aimed at rapid response, flexible risk management, process localization, and the social responsibility of business. The methodological framework of the study is based on general scientific and special methods: systems analysis, comparative analytical approach, generalization of empirical cases from Ukrainian e-commerce platforms, as well as the interpretation of statistical data and industry reports published in 2022–2024. Particular attention is paid to analyzing structural shifts in consumer behavior, transformations in logistics, cyber risks, and digital solutions that have enabled businesses to maintain functionality under critical infrastructure disruption. The results indicate emerging trends in logistics localization, digitalization of management processes, the growing role of socially oriented strategies, active implementation of multichannel communication formats, and cybersecurity tools. It is established that the most effective behavioral models are demonstrated by businesses that have integrated crisis planning into their organizational structures and adapted their commercial offers to humanitarian, defense-related, and basic consumer needs. The practical value of the article lies in the generalization of the adaptive experience of Ukrainian online businesses as a potential model of digital resilience for countries operating under wartime or other systemic threats. The proposed conclusions can be applied in state-level strategic planning, business analytics, policy development for supporting small and medium-sized enterprises, as well as in designing resilient models of the digital economy in the post-war period.
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