Сучасні тенденції та перспективи розвитку електронного підприємництва в умовах європейської інтеграції України

Abstract

Досліджено особливості ведення, організування та перспективи розвитку елек- тронного підприємництва в умовах імплементації Угоди про асоціацію між Україною та ЄС. Оцінено ефективність діяльності підприємств, що здійснюють електронну комерцію комплексними факторами рівня забезпечення доступу населення до Інтернету, налагодженості механізму оплати та доставки, зручності сервісів поштово-логістичних фірм. Сформовано основні переваги імплементації Угоди про асоціацію у сфері ведення електронного підприємництва, які полягають у гармонізації інституційних заходів щодо діяльності електронної комерції на вітчизняному та європейському ринках, підтримці розвитку вітчизняного електронного бізнесу та розширенні потенційних ринків збуту за рахунок залучення мешканців ЄС, стимулюванні розвитку електронної бізнес- інфраструктури.The e-commerce as an integral process of e-business every year plays a more significant role in everyday life of a society. Today it is not only an information retrieval tool, but also a new way of producing, redistributing and marketing goods and services. The development of e-commerce in Ukraine is extremely important as it is an effective means to enter the global market, and in particular the European one, for many Ukrainian companies. This will give an impetus to the further development in Ukraine of both Internet technologies and the entire e-business infrastructure. Comprehensive solution to all problems and elimination of the causes of obstacles to the development of e-commerce in Ukraine will make it possible to reduce the gap in the growth rate of e-commerce in the world as well as in the national economy. In order to solve a complex of problems in the field of conducting and organizing e-business in the article, the peculiarities and prospects of the development of e-business in the context of the implementation of the Association Agreement between Ukraine and the EU were studied. The direct impact of the Agreement on the field of e-business has been established through the implementation of a permanent regulatory dialogue to stimulate the development of e-commerce, the recognition of certificates of e-signatures, the continuous process of protecting the interests of consumers, and ensuring the confidentiality of users of e-commerce systems. The main advantages of implementing the Association Agreement in the field of e-business are formed, which consists in harmonization of institutional measures on e-commerce activity on the domestic and European markets, support of the development of domestic e-business and expansion of potential markets by attracting EU residents, stimulating the e-business infrastructure development. The impact of such factors as: growth potential, saturation of the goods and services market, the share of people using the Internet for business operations in the network, the level of use of bank cards, e-money and payment systems, e-commerce infrastructure, readiness for cooperation with European partners, solvency of the population, etc. were evaluated. The dynamics of sales volumes and their growth rates on the Internet, structure of online purchases are investigated. The current global trends of e-commerce development are analyzed in order to ensure the growth of the Ukrainian segment of e-business. It is proposed to determine the complex criteria of the number of pages viewed per visit, the time of stay on the site, the volume of goods turnover for the possibility of full and thorough research of e-business. A comparative analysis of world and Ukrainian e-commerce leaders has been conducted. The key aspects of prospects of development of e-business in Ukraine in the conditions of European integration are substantiated.