E-business trends in the new realities

The article considers the trends of e-business in the current conditions of military aggression against Ukraine and the consequences of the coronavirus pandemic. The urgency of the issue of e-commerce development under the conditions of maximum adaptation to changes in the external environment both in Ukraine and in the global space has been studied. The main advantages and disadvantages of e-commerce as a key element of doing business are emphasized. The total value of sales via the Internet in Ukraine and the world is analyzed, it is determined that e-commerce is one of the fastest growing markets in the world; the most attractive areas of e-business expansion are identified. It was studied that important global trends that will affect the further development of domestic e-business include: control of all means of communication with consumers, work with existing customers and buyers, maximum automation of business processes, the ability to “move” Internet shoppers offline-stores, interactivity of sites or pages in social networks, growth of purchases by subscription, gradual increase of direct sales on sites of direct manufacturers as alternatives of multi-brand marketplaces for consumers. It was found that e-business in the world is somewhat deviating from the strategy of attracting new customers. It is quite expensive and long. A new trend is research and collection of information about current consumers. It is investigated that a number of e-business development projects were launched in Ukraine, which took into account and were based on new world trends in this field. However, initially the coronavirus pandemic, and now Russia’s military aggression against Ukraine, significantly affected domestic e-commerce. If the impact of the pandemic can rather be described as a push for business to shift the focus towards digitalization, the war, on the contrary, destroyed the opportunities for many new projects and dramatically slowed down the development of domestic e-business.