INNOVATIVE SOLUTIONS TO STIMULATE ONLINE TRADE MARKET IN THE CONDITIONS OF VIRTUALIZATION OF ECONOMIC PROCESSES
Abstract
The creation and use of advanced digital technologies in various spheres of socio-economic life of society requires a conscious understanding of the effects, opportunities, and challenges that these technologies can provoke.The aim of the article is to study the variety of financial instruments, services used by individuals, to study the structure of sales in the field of e-commerce, and to establish a connection between the development of the online services market and the availability of consumer services, goods. The methodological apparatus of the study includes methods of analysis and synthesis, comparison, and generalization. The result of the scientific research was an analysis of the dynamics of changes in the share of the adult population that owns and uses various financial products, and services in 2021 and 2024, which made it possible to assess the level of financial and digital literacy and awareness of the population. A review of the dynamics of sales volumes in e-commerce by individual categories of consumer goods in 2021-2023 was carried out, which made it possible to outline the priority of purchases for consumers through online services and the prospects of the online services market. The value of scientific research is emphasized by the identified reasons for the dynamic growth in the volume of online service orders and the indicated ways of strengthening economic security in the virtual world. In conclusion, in order to achieve sustainable economic development, it’s advisable for Ukraine to deepen the country’s technological stability, develop production capabilities, implement innovative developments and digital technologies, adhere to the principles of environmental friendliness and inclusiveness in the course of economic activity, and try to consistently transform the economic thinking of the population towards constructiveness, scale, and high efficiency. Promising areas of further research should be the study of changes in the structure of the country’s economy under the influence of achievements of scientific and technological progress and digital transformation.
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