Development of e-commerce in Ukraine under digital transformation and war challenges

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Analysis reveals changes in consumer behavior and payment trends during digital transformation and war in Ukraine.

E-commerce has become a key driver of Ukraine's economy amid unique challenges from the COVID-19 pandemic and war.
The growth of mobile transactions and digital wallets highlights significant shifts in consumer behavior in Ukraine's e-commerce landscape.
The study evaluates the effectiveness of personalized communication strategies, leading to increased conversion rates and repeat purchases.
Strategic guidelines for post-war recovery focus on leveraging international support and strengthening internal economic growth sources.

Denysenko et al. (2025) studied this question.

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