Growing of e-commerce in global economy: reasons and leading trends

Abstract

The article is devoted to the analysis of the development of commerce in the world. The reasons for the current formation of global trade are identified, the trend of its further development is singled out and substantiated, namely the growing share of e-commerce. The impact of the shock from the COVID-19 pandemic on the state of traditional and e-commerce was determined, and a theoretical forecast was made on the state of commerce in the future years after the pandemic. A comparative analysis of the state of e-commerce in the world and in Ukraine, as well as in different product categories is performed. The functional trends in the use of e-commerce in the near future are presented. The use of innovative tools in e-commerce marketing is substantiated, the implementation of which allows businesses of different levels to significantly increase sales efficiency in both the short and medium terms.