STATE AND PROBLEMS OF UKRAINE’S INTERNET TRADE IN THE CONDITIONS OF WAR

Abstract

In modern conditions, uninterrupted work of business entities of all forms of ownership, aimed at satisfying the population’s needs for vital goods, becomes extremely important. Retail trade, including online trade, ensures the provision of important services, the violation of which can lead to negative consequences for the population, society, socio-economic condition and national security of Ukraine, in particular in the field of food supply. In addition, business entities engaged in trade are considered critical infrastructure objects of II and III criticality categories in accordance with the Law of Ukraine «On Critical Infrastructure», as well as the approved Procedure for classifying objects as critical infrastructure objects. The relevance of the research lies in the need for rapid adaptation of retail and wholesale trade enterprises, including trade via the Internet, to the complicated conditions that arose as a result of the introduction of martial law. Military conflicts and martial law severely limit economic activity, causing problems such as logistical delays, damage to infrastructure, loss of markets, instability of demand, and psychological and social consequences for personnel. In these conditions, trade enterprises must quickly adapt to changes, develop and implement new business strategies, in particular, look for alternative suppliers, refocus on the internal market, use digital technologies to optimize processes and improve interaction with customers. Ensuring the safety of employees and protecting the property of enterprises is also an important aspect. The study of this topic will allow to better understand the specifics of the problems faced by trade enterprises in the conditions of martial law, as well as to develop effective strategies for their solution. The war had a significant impact on online sales. The categories of goods that are sold the most via the Internet have also changed (care products, cosmetics; children’s goods and toys; clothes and shoes; goods for hobbies and handmade, etc.). The results of such research can help strengthen the country’s economic stability, support business development, and provide the population with necessary goods and services in conditions of limited access to resources and disruptions in normal supply chains. Also, the results of such research can be useful for state authorities in the formation of state support policies for enterprises, including financial incentive programs, tax incentives, grants and other mechanisms aimed at supporting trade enterprises. Thus, the relevance of this research topic is determined both by its theoretical importance for scientists and practitioners in the field of economics and management, and by the practical necessity of adapting to the extreme conditions of conducting business under martial law.