DEVELOPMENT OF THE E-COMMERCE SEGMENT: GLOBAL DIMENSIONS

Abstract

The article deals with the issues of the development of the e-commerce segment at the current stage of the world economy. A comparative analysis of the positions of leading scientists on the essence and characteristics of the concept of “electronic commerce” is carried out. The reasons that determine the difference in the interpretations of the essence of e-commerce are identified. In any case, all definitions of e-commerce emphasize the important role of network technologies and information in the development of this sector. An analysis of the definition of e-commerce, which is fixed in the national legislation of Ukraine, is carried out. The advantages and threats of the development of e-commerce for the world economy are highlighted. It is emphasized that the rapid growth of quantitative indicators of the e-commerce sector is a controversial process in which positive and negative factors have accumulated. The key challenges associated with the scaling of e-commerce, in particular, in terms of technological components, are considered. Among other things, e-commerce is associated with the possibility of cyber threats, various cases of payment card fraud, technological equipment failure, and the need for constant software improvement. It has been established that one of the key factors determining the trends in the development of e-commerce is technological competition both in national and global markets. On the one hand, digital technologies make it possible to significantly reduce barriers to market entry; on the other hand, they lead to a significant increase in competition. Based on data on the development of e-commerce in European countries, key trends in this area have been identified. In particular, significant differences between the indicators of different countries have been identified, and the factors that determine them have been described. An important role for the development of e-commerce is played by: the level of development of technological infrastructure in the country, economic and political stability, financial literacy, and the financial knowledge of the population. The main priorities and market segments in which e-commerce is developing, and the prospects for maintaining existing trends in the medium term, have been determined.