MODELS OF DIGITAL INCLUSION OF E-COMMERCE ENTERPRISES IN UKRAINE: ADAPTIVE STRATEGIES AND IMPACT ON COMPETITIVENESS
Abstract
The rapid digitalisation of Ukraine’s economy and society, intensified by the war and the need to maintain resilience, has strengthened the role of e-commerce while revealing structural gaps related to infrastructure quality, digital skills and trust in online transactions. These disparities restrict the inclusion of vulnerable consumer groups and limit the competitive potential of SMEs. Although international studies show that a strategic focus on omnichannel services can reduce the negative effects of the digital divide, empirical evidence for transition economies such as Ukraine remains insufficient. The article aims to develop a conceptual and methodological framework for assessing digital inclusion of e-commerce enterprises and to justify adaptive strategies that enhance competitiveness while reducing consumer-level digital inequality. The research builds on the Resources and Appropriation Theory, which views digital inequality as successive barriers of motivation, access, skills and usage. The study integrates a desk review of international and Ukrainian publications with analysis of statistical data from ITU, UN and national sources for 2021–2024. The results show high internet penetration (≈79–80%), broad 3G/4G coverage (92%) and strong positions in global e-government rankings, combined with rapid expansion of the e-commerce market (UAH239 billion in 2024). A conceptual model with four interconnected levels is proposed: digital infrastructure and regulation; business digitalisation and DESI-based indicators; internal capabilities of enterprises; consumer inclusion. A methodological approach to constructing an enterprise-level Digital Inclusion Index is presented. The paper formulates adaptive strategies for SMEs, including development of mobile-first and accessible interfaces, inclusive service options, investment in digital skills and integration of state digital tools. Unlike previous research centred on fulfilment strategies, this study proposes a comprehensive model tailored to a transitioning, war-affected economy.
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