DEVELOPMENT PROSPECTS OF UKRAINIAN ONLINE STORES ON THE EUROPEAN MARKET

The main problems of e-commerce and the drivers of its prospective development at the current stage of the Ukrainian economy are identified. An analysis of scientific literature and relevant publications related to e-business in Ukraine was carried out. It is shown that in modern conditions, the main reference point for the formation and implementation of integration processes in the digital economy of Ukraine is the EU Digital Single Market Strategy. A research of modern trends in the development of e-commerce in Ukraine in modern conditions was carried out. The potential for Ukrainian business development and its promotion abroad was determined. The advantages of the European e-commerce market for the Ukrainian entrepreneur in the context of Ukraine's integration into the Digital Single Market are revealed. Trends in the development of e-commerce in Ukraine during the war were studied. The main problems and difficulties of exporting Ukrainian goods abroad were identified. The peculiarities of the entry of Ukrainian Internet stores into European markets are analyzed. Practical cases of successful Ukrainian online stores, which today operate on European markets, in particular, Poland, Romania, and Moldova, have been studied. The main problems and prospects for the further promotion of Ukrainian Internet business on European markets are revealed. The main factors affecting the success of Ukrainian online stores entering foreign markets have been determined, in particular, adaptation of the web-site for the local consumer, transparency of pricing, convenience of placing an order, paying for goods on the web-site, and convenient delivery. The directions for the introduction of the innovative technologies and marketing digital tools, which contribute to the growth of business competitiveness and consumer loyalty, are substantiated. It is shown that Ukrainian Internet stores should not only be adapted to European legal norms of doing business when entering international markets, but also use Internet marketing and demonstrate their competitive advantages. It has been proven that the entry of Ukrainian enterprises into foreign markets requires effective measures to analyze the market and target audience, take into account regional specifics, implement technological innovations, and also use Internet marketing tools.