Transforming of traditional commerce into e-commerce: Trends in the world and in Ukraine

Abstract

Given the current circumstances of the late 2010s-early 2020s (pandemic, war) in Ukraine, e-commerce has received a stable basis for even greater growth rates, so the implementation of e-commerce tools in businesses of all levels is especially relevant. The goal of the study was the analysis of the development of commerce in the world and Ukraine and analysis of the current state of e-commerce. To achieve the goal, the methods of analysis, synthesis, projection, expert opinions were used. So, the evolutionary nature of transformational processes in commerce in the world is substantiated, the importance of introduction of e-commerce tools in businesses of all levels is proved. A comprehensive analysis of the latest research on the development of e-commerce, dedicated to the improvement of all stages of online commerce is performed. Reasons for the current formation of global world commerce are identified and structured by social, economic and technological nature, the trend of further development of the trade, namely the growing share of online commerce, is highlighted and substantiated. The assessment of the results of impact of COVID-19 pandemic shock on the state of both traditional and e-commerce is carried out, a forecasted state of commerce in the coming years after the pandemic and the perspective tools to be used in e-commerce are projected. The main factors and features of global processes of transformation of traditional commerce into e-commerce are determined. A comparative analysis of the state of e-commerce in the world and in Ukraine, as well as in different product categories, is carried out. Trends in the development of commerce in the South Korean cosmetics market have been identified on the example of the Ukrainian company Lovely Bunny Group LLC. The functional up-to-date trends which allow increase of traffic and sales are described. The advisability of implementation of innovative tools in e-commerce marketing is substantiated. Study results may be interesting for the businesses of different levels to significantly increase sales efficiency in both the short and medium terms.