E-COMMERCE AS A STRATEGY FOR THE DEVELOPMENT OF AGRICULTURAL ENTERPRISES IN THE VEGETABLE MARKET

Анотація

The article examines the theoretical, regulatory, and practical foundations for the development of e-commerce in the vegetable market in Ukraine. It reveals the evolution of the concept of «e-commerce» from the traditional form of online sales to a comprehensive model of digital business that encompasses marketing, logistics, analytics, and customer relationship management. The provisions of the Law of Ukraine “On Electronic Commerce” as the legal basis for the digitalization of the agricultural sector are analyzed. The specifics of electronic trade in the agricultural sector, determined by the seasonality of production, the perishability of products, and logistical constraints, are identified. The key principles of e-commerce are substantiated: digital accessibility, transparency, interactivity, and innovation. The main models of interaction between e-commerce entities (B2B, B2C, C2C, B2G) and their application in the field of vegetable sales are highlighted. The dynamics of the development of online vegetable sales in Ukraine, current trends in the digitalization of sales processes, and foreign experience in the use of electronic platforms in countries with a developed agricultural sector are analyzed. The paper proposes organizational and economic mechanisms for introducing e-commerce into the activities of agricultural enterprises, which provide for the digital integration of producers and consumers, the use of CRM systems, analytical platforms, and mobile applications. Marketing strategies for promoting vegetable products in the digital environment are considered, covering consumer segmentation, brand communications, multichannel marketing, and dynamic pricing. It has been established that e-commerce is not only a tool for improving sales efficiency, but also a strategic factor in the innovative development of vegetable market enterprises. Its implementation contributes to the optimization of supply chains, reduction of transaction costs, increased market transparency, and competitiveness of domestic agricultural businesses in the context of digital transformation.

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