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Liburkina L. M.

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The Impact of Global Platform Trends in e-Commerce on Ukraine’s Online Retail
Trachova D. M., Lysak O. I., Boltianska L. O.

Trachova, Daria M., Lysak, Oksana I., and Boltianska, Larysa O. (2025) “The Impact of Global Platform Trends in e-Commerce on Ukraine’s Online Retail.” Business Inform 10:375–385.
https://doi.org/10.32983/2222-4459-2025-10-375-385

Section: Economics of Trade and Services

Article is written in Ukrainian
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UDC 339.138:004.738.5(477)

Abstract:
The article is devoted to examining the impact of global trends in the development of e-commerce platforms on the Ukrainian e-commerce market. It has been found that the global e-commerce sector is highly concentrated, with Shopify, Magento (Adobe Commerce), WooCommerce, PrestaShop, and VTEX dominating, each forming its own regional clusters. Based on analytics from ECDB, BuiltWith, Promodo, and the UNCTAD Digital Economy Report, it is shown that the key factors for platform competitiveness are localization, total cost of ownership (TCO), technological flexibility, and the presence of partner ecosystems. It is demonstrated that Ukrainian e-commerce reflects global patterns but has distinct local characteristics: the dominance of open-source solutions (OpenCart, WooCommerce) in the small and medium-sized enterprise segment is due to the availability of developers, low implementation costs, and localized modules. At the same time, there is a gradual increase in interest in SaaS platforms (Shopify, Shopify Plus), particularly among export-oriented D2C brands, for which rapid time-to-market and integration of international payments are crucial. Scenario-based forecasting of the development of Ukrainian e-commerce until 2027 (baseline, optimistic, conservative scenarios) has been carried out, demonstrating steady market growth with varying balances of technological, institutional, and risk factors. The article highlights the importance of omnichannel strategies, mobile UX, the implementation of AI components, and cybersecurity resilience as mandatory operational standards for modern online businesses. It is argued that a strategic combination of open-source and SaaS models provides the optimal conditions for the digital transformation of Ukrainian entrepreneurship in the context of global trends in e-commerce platform development.

Keywords: e-commerce, digital platforms, global trends, open-source, SaaS models, omnichannel.

Fig.: 5. Bibl.: 23.

Trachova Daria M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economics and Business, Dmytro Motornyi Tavria State Agrotechnological University (66 Universytetska Str., Zaporizhzhia, 69063, Ukraine)
Email: [email protected]
Lysak Oksana I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economics and Business, Dmytro Motornyi Tavria State Agrotechnological University (66 Universytetska Str., Zaporizhzhia, 69063, Ukraine)
Email: [email protected]
Boltianska Larysa O. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Economics and Business, Dmytro Motornyi Tavria State Agrotechnological University (66 Universytetska Str., Zaporizhzhia, 69063, Ukraine)
Email: [email protected]

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