INNOVATIVE MODEL FOR THE DEVELOPMENT OF E-COMMERCE IN FOODSTUFFS IN UKRAINE
DOI:
https://doi.org/10.15407/scine22.03.117Keywords:
e-commerce, food sector of the economy, innovative approach, descriptive conceptual model, development scenarios, consumer behavior, digital distribution channel, digital transformation, digital marketing, sustainable development.Abstract
Introduction. In the context of contemporary challenges — particularly the wartime period, which has disrupted logistics chains, reduced purchasing power, and significantly altered consumer behavior — the development of e-commerce in food products has become increasingly important. This sales channel is emerging as a critical mechanism for ensuring food accessibility and market resilience, as it compensates for the limitations of traditional retail networks and facilitates adaptation to rapidly changing conditions.
Problem Statement. The lack of integrated models for forecasting and managing the market complicates strategic decision-making and limits the scalability of the sector.
Purpose. To develop an innovative model for the advancement of e-commerce in food products in Ukraine, given technological, economic, and social factors.
Materials and Methods. The empirical basis of the study comprises statistical data from the international platform Statista, covering the period 2018—2024, with forecast estimates for 2025—2029. The research methodology includes a comprehensive approach based on systems analysis, dialectical and historical methods, theoretical generalization, economic-mathematical modeling, and scenario analysis.
Results. The proposed economic mathematical model has enabled a quantitative assessment of the dynamics of e-commerce in food products in Ukraine, identified key growth drivers (including consumer trust, infrastructure readiness, and average consumer expenditure), and substantiated alternative scenarios for market development.
Conclusions. The proposed models and analytical findings can be applied in the formulation of public policy, the development of business strategies, and the design of support measures aimed at strengthening the role of e-commerce in Ukraine’s food sector
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