BUSINESS PROCESS MODELING AND ASSESSMENT OF E-COMMERCE DEVELOPMENT FACTORS IN UKRAINE
Abstract
The article examines the features of the functioning and development of e-commerce in Ukraine under the conditions of the digital transformation of the economy. The business processes of e-commerce are analyzed and modeled using modern functional analysis tools. Business process models are developed to formalize information flows and interactions among participants in the electronic market. In addition, an analysis of the factors influencing e-commerce development is conducted, and economic-mathematical models are constructed to forecast the development of the Ukrainian e-commerce market. The structure of consumer demand and the operational characteristics of leading e-commerce platforms are investigated. A system of factors affecting e-commerce development is identified, including Internet penetration rate, average wages, gross domestic product, consumer price index, number of cashless transactions, unemployment rate, urbanization level, and the impact of military actions. The feasibility of applying an economic-mathematical approach to assess the influence of these factors on the competitiveness of the e-commerce market is substantiated. The study reveals that the key drivers of e-commerce development are the digitalization of society, the expansion of electronic payment systems, and the increasing availability of digital services. The results confirm the high adaptability of the Ukrainian e-commerce market to crisis conditions and demonstrate its significant potential for further development. The practical significance of the findings lies in their potential use to inform management decisions regarding the development of digital infrastructure, the promotion of e-commerce, and the formulation of an effective policy for the digital transformation of Ukraine’s economy.
References
E-commerce Ukraine. Statista. URL:https://www.statista.com/outlook/emo/ecommerce/ukraine#revenue (дата звернення: 10.06.2026)
Ilchuk M., Kyrychenko, F., Vodnitskyi, M. Development of e-Commerce in Ukraine in the War and Post-War Conditions. Science and Innovation. 2023. № 19(3). С. 3–14. https://doi.org/10.15407/scine19.03.003
Taher G. E-Commerce: Advantages and Limitations. International Journal of Academic Research in Accounting Finance and Management Sciences. 2021. №11(1), pp. 153-165.
Voronenko І., Klymenko N., Nahorna O. Priority areas of Ukraine’s innovative potential in the conditions of digital transformation. Financial and Credit Activity Problems of Theory and Practice. 2022. №1(42), С.313–321. https://doi.org/10.55643/fcaptp.1.42.2022.3684
Баула О., Лютак О., Федишин В. Розвиток електронної комерції та її вплив на вітчизняне та міжнародне бізнес-середовище. Економічний простір. 2024. №191. С.285-289. https://doi.org/10.32782/2224-6282/191-47
Дубель М., Барвінченко О. Особливості розвитку електронної комерції в Україні в умовах війни. Підприємництво та інновації. 2023. №27. С.16-22. https://doi.org/10.32782/2415-3583/27.2
Новікова О. Особливості функціонування онлайн-комерції під час війни: виклики та адаптаційні стратегії. Економіка та суспільство. 2025. №75. https://doi.org/10.32782/2524-0072/2025-75-37
Перспективи розвитку інтернет-торгівлі в Україні. URL: http://eztuir.ztu.edu.ua/jspui/bitstream/123456789/6829/1/131.pdf (дата звернення: 10.06.2026)
Пилипенко В. В., Клочко Т. А. Стан та перспективи розвитку електронної торгівлі в Україні. Економічна парадигма. 2026. №4 (108). С. 89–100. https://doi.org/10.25313/3083-7782-2026-4-12
Рейтинг ТОП-15 найбільших ритейлерів e-commerce в Україні. InVenture. URL: https://inventure.com.ua/uk/tools/database/rejting-top-15-najbilshih-ritejleriv-e-commerce-v-ukrayini (дата звернення: 10.06.2026)
Тур О. М., Пригара І. О., Новикова, І. В. Електронна комерція в Україні та ЄС: трансформація, виклики та перспективи. Актуальні питання у сучасній науці. Серія «Економіка». 2025. № 5 (35). С.186–198. DOI 10.52058/2786-6300-2025-5(35)-186-198
Філіппова Л. Л. Електронна комерція: за і проти. Вісник Нац. техн. ун-ту ХПІ. 2013. № 44 (1017). С. 58–65.
E-commerce Ukraine. Statista. Available at: https://www.statista.com/outlook/emo/ecommerce/ukraine#revenue (accessed June 10, 2026).
Ilchuk M., Kyrychenko F., Vodnitskyi M. (2023) Development of e-Commerce in Ukraine in the War and Post-War Conditions. Science and Innovation, vol. 19(3), pp. 3–14. https://doi.org/10.15407/scine19.03.003
Taher G. (2021) E-Commerce: Advantages and Limitations. International Journal of Academic Research in Accounting Finance and Management Sciences, vol. 11(1), pp. 153–165.
Voronenko I., Klymenko N., Nahorna O. (2022) Priority areas of Ukraine's innovative potential in the conditions of digital transformation. Financial and Credit Activity Problems of Theory and Practice, vol. 1(42), pp. 313–321. https://doi.org/10.55643/fcaptp.1.42.2022.3684
Baula O., Liutak O., Fedyshyn V. (2024) Rozvytok elektronnoi komertsii ta yii vplyv na vitchyzniane ta mizhnarodne biznes-seredovyshche [Development of e-commerce and its impact on the domestic and international business environment]. Ekonomichnyi prostir, no. 191, pp. 285–289. https://doi.org/10.32782/2224-6282/191-47 (in Ukrainian)
Dubel M., Barvinchenko O. (2023) Osoblyvosti rozvytku elektronnoi komertsii v Ukraini v umovakh viiny [Features of e-commerce development in Ukraine under wartime conditions]. Pidpryiemnytstvo ta innovatsii, no. 27, pp. 16–22. https://doi.org/10.32782/2415-3583/27.2 (in Ukrainian)
Novikova O. (2025) Osoblyvosti funktsionuvannia onlain-komertsii pid chas viiny: vyklyky ta adaptatsiini stratehii [Features of online commerce during the war: challenges and adaptation strategies]. Ekonomika ta suspilstvo, no. 75. https://doi.org/10.32782/2524-0072/2025-75-37 (in Ukrainian)
Perspektyvy rozvytku internet-torhivli v Ukraini [Prospects for the development of Internet commerce in Ukraine]. Available at: http://eztuir.ztu.edu.ua/jspui/bitstream/123456789/6829/1/131.pdf (accessed June 10, 2026).
Pylypenko V. V., Klochko T. A. (2026) Stan ta perspektyvy rozvytku elektronnoi torhivli v Ukraini [Current state and prospects of e-commerce development in Ukraine]. Ekonomichna paradyhma, no. 4(108), pp. 89–100. https://doi.org/10.25313/3083-7782-2026-4-12 (in Ukrainian)
Rating TOP-15 naibilshykh ryteileriv e-commerce v Ukraini [TOP-15 largest e-commerce retailers in Ukraine]. InVenture. Available at: https://inventure.com.ua/uk/tools/database/rejting-top-15-najbilshih-ritejleriv-e-commerce-v-ukrayini (accessed June 10, 2026).
Tur O. M., Pryhara I. O., Novykova I. V. (2025) Elektronna komertsiia v Ukraini ta YeS: transformatsiia, vyklyky ta perspektyvy [E-commerce in Ukraine and the EU: transformation, challenges and prospects]. Aktualni pytannia u suchasnii nautsi. Seriia "Ekonomika", no. 5(35), pp. 186–198. https://doi.org/10.52058/2786-6300-2025-5(35)-186-198 (in Ukrainian)
Filippova L. L. (2013) Elektronna komertsiia: za i proty [E-commerce: pros and cons]. Visnyk Natsionalnoho tekhnichnoho universytetu "KhPI", no. 44(1017), pp. 58–65. (in Ukrainian
Copyright (c) 2026 Наталія Клименко, Наталія Рогоза
This work is licensed under a Creative Commons Attribution 4.0 International License.
