PECULIARITIES OF THE ORGANIZATION OF INTERACTION OF INTERNET ENTERPRISES WITH CONSUMERS OF GOODS AND SERVICES

Abstract

The modern development of economic relations, their global nature on the one hand and the development of information and communication technologies, on the other, led to the emergence of a specific form of these relations - e-business and e-commerce. Market participants are rapidly mastering new opportunities for organizing business communications and are actively involved in the electronic business environment. This leads to the fact that access to information technology becomes not just a competitive advantage, but a necessary condition for the functioning of market participants. However, despite the rapid development of electronic business communications, there are many problems that hinder the integration of the national economy into the global economic electronic space. Large corporations with significant exports and large foreign economic ties simply cannot afford to remain outside the space of the modern world market, in which an increasing share is beginning to fall on its electronic part. Large sales volumes allow even in the case of the sale in the early stages of a small part of the products to ensure the economic efficiency of their electronic platforms. To date, the segments of e-commerce - business-to-business (B2B) and business-to-consumer (B2C) are the most developed and are, respectively, the field of electronic business agreements between businesses. The article considers the reasons why the potential of e-commerce in Ukraine is not fully realized and the main factors of growth of Internet commerce in our country. Thus, the share of e-commerce in the economy will increase over time and and the standard of living of society, there will be new opportunities: global presence and global choice; personalization of sales; quick response to demand; cost reduction; new business opportunities; further development of the competitive environment. Thus, the success of e-business largely depends on the implementation of innovative methods and projects based on the use of e-commerce tools, which today is seen not only as an independent direction in marketing, but also as a powerful resource capable of revolutionizing the information economy.