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The article is devoted to the study of trends in the development of electronic commerce in Ukraine. Scientific approaches to the interpretation of the term «e-commerce» have been studied. In order to study the completeness of the legal field of regulation of the functioning of electronic commerce, the norms of the current legislation were worked out, where, in particular, the definition of the term «electronic commerce» is presented, the principles of legal regulation in this area are established, the subjects of electronic commerce, their rights and obligations, the procedure for committing electronic transactions and dispute resolution are defined. The following forms of economic activity are classified as electronic commerce by the UN Commission on International Trade Rights: electronic information exchange, electronic capital movement, electronic trade, electronic money, electronic marketing, electronic banking and electronic insurance services. Based on the results of the processing of scientific literature and analytical data, the main advantages and threats of electronic commerce were determined. Considerable attention is paid to the development trends of e-commerce models, which are classified depending on the participants of the business agreement (B2B (business for business), B2C (business for consumer), C2B (consumer for business), C2C (consumer for consumer), B2G (business for the state), G2B (state for business), C2G (citizens for the state), G2C (state for citizens), G2G (interaction of state bodies with each other). The authors analyzed e-commerce models, determined the advantages and threats of each model, and considered practical examples. Each of the e-commerce models fulfills its tasks, has sales specifics and a promotion strategy. The article also examines the types of e-commerce popular in Ukraine, which include retail and wholesale Internet trade, dropshipping, online services, digital products and crowdfunding. The field of e-commerce also includes educational platforms, online consulting, coaching, Internet banking, payment systems, etc. In the legal field and in practice, the general rule applies - if the transaction takes place online, then it is electronic commerce. According to the results of the conducted research, it was determined that today in Ukraine the e-commerce market is developing dynamically, providing significant opportunities for business development, improving the quality of consumer service and making public services more accessible. The development of the e-commerce market is facilitated by the mass use of the mobile Internet, the development of logistics and fast delivery, convenient payment systems, the development of the habit of buying online, business digitalization, support for marketplaces; pandemic and war, which contribute to the migration of trade into the online space; high level of adaptability of Ukrainians to modern technologies.
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