DIGITALIZATION OF CONSUMER BEHAVIOR: CURRENT TRENDS IN E-COMMERCE IN UKRAINE

Abstract

The article examines the features of consumer behavior in the field of e-commerce in Ukraine in the context of the digital transformation of the economy. Theoretical approaches to the analysis of consumer behavior as an interdisciplinary direction that combines economic and psychological aspects of decision-making are considered. Particular attention is paid to the analysis of the development of e-commerce as one of the most dynamic market segments. The structure of online consumption in Ukraine is studied and the most popular categories of goods are identified, among which clothing, electronics, household goods and cosmetics dominate. It is determined that one of the key trends is the growth of mobile commerce, which is associated with an increase in the penetration rate of mobile Internet and the spread of the use of smartphones as the main tool for making purchases. The features of the functioning of leading Ukrainian marketplaces, which are differentiated by business models (B2C, C2C), product specialization and logistics solutions, are analyzed. The activities of the rozetka.com.ua platform as one of the leaders of the e-commerce market are studied in detail. Based on the analysis of quantitative indicators, the main characteristics of users' consumer behavior were identified, in particular, a high level of repeat purchases, a significant share of mobile traffic, and sensitivity to price incentives. A demographic analysis of the audience was conducted, which showed the predominance of male users and the concentration of consumers in the age group of 25–34 years. The geographical structure of traffic indicates the platform's orientation towards the domestic market of Ukraine with the potential for international expansion. Special attention was paid to the study of the marketing strategy of LLC "Rozetka.UA", which is based on the integration of artificial intelligence technologies. It is proven that the use of artificial intelligence tools contributes to increased conversion, an increase in the average check, and a decrease in advertising costs. The results of the study can be used to improve the marketing strategies of enterprises, increase the efficiency of interaction with customers, and form competitive advantages in the digital environment.