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The article defines the essence of e-commerce, as well as the factors that determine its popularity among entrepreneurs, retailers and consumers around the world. The factors that identified the dynamic development of e-commerce in almost all regions of the world have been identified. E-commerce opens up significant opportunities for both the average consumer and business – the rapid development of logistics, the openness of borders, and an almost unlimited contact audience. The article analyzes the trends in the development of this sphere of business in the context of regions of the world is carried out, a ranking of countries by the share of retail sales of e-commerce is presented. It is established that China occupies the leading position, whose share in online trading was 52.1%. In general, it should be noted that the Asia-Pacific region is striking in its pace and scale of development of e-commerce. Stable dynamics of online sales also demonstrate the United States. In Latin America, the e-commerce market is poorly developed and uneven. Only six countries demonstrate sustainable results and transaction volumes (Brazil, Mexico, Colombia, Argentina, Chile, Peru). As for Africa, the e-commerce market is just beginning to grow and is currently significantly behind the world leaders. The main obstacles to the dynamic development of e-commerce are as follows: limited possibilities of logistics of goods, insufficient distribution of the Internet among the population, lack or restriction of access to online payment services and lack/insufficient level of trust in online trading. The rapid development of e-commerce has also gained in European countries. The article determines that in the context of the countries of the world, e-commerce develops disproportionately, there are main players that determine trends and influence the rules of electronic commerce. The dynamic development of e-commerce in Ukraine began in 2016. After joining the Free Trade Area with the EU. The development of e-commerce provides unprecedented means and opportunities for the development of world trade. The study considers indicators for assessing the level of readiness of the country for e-business: the state of basic infrastructure and technologies in the country; availability of the necessary infrastructure; distribution channels and development of other sectors; the level of use of the Internet by private business; awareness and availability of consulting services; quality of specialist training; state regulation. It is specified that the social position of e-commerce should consist in harmonious coexistence, interaction and constant dialogue with society, participation in solving social problems.
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