Електронна комерція в контексті розвитку міжнародного рекламного менеджменту

The paper is devoted to the analysis of the scientific approaches to e-commerce concept understanding; it was made the analysis of the trends of modern e-commerce market development and there were given the practical tips concerning the own business development in this sphere. There were structured the main features of e-commerce, particularly: electronic payment systems using as the analogue of real money; making agreement thank to ICT; operations uniformity and possibility to do audit by provider or another organization; property rights and assets are kept as in the traditional form and electronic one. The barriers to the development of electronic commerce in Ukraine were structured: limit access to the Internet, especially villagers; Internet-shops oversaturation by extra information what provokes potential customers loosing; low level of education of staff who work in the Internet (in particular, the lack of special knowledge required for this sphere). It was calculated the prognosis of the dynamics of e-commerce international market to 2030, which presents the stable growth. There were presented practical tips how to do business in the sphere of e-commerce.