Impact of digital transformation on the development of entrepreneurship and trade in Ukraine

Ціжма, Ю.І. and Жукова, Юлія Миколаївна and Тимченко, Н.М. (2025) Impact of digital transformation on the development of entrepreneurship and trade in Ukraine Наукові записки Львівського університету бізнесу та права. (47). ISSN 2663-0117

Text Y_Tsizhma_Y_Zukova_N_Timchenko_VTTNRPTTVU_47_FEU.pdf - Published Version Download (371kB)

Abstract

The digitalization of Ukraine’s economy has fundamentally transformed entrepreneurship and trade. The rapid spread of cashless payments, fintech services, cloud technologies, and digital logistics has reduced market entry barriers, accelerated business scaling, and stimulated the emergence of new entrepreneurial models, especially among SMEs. To substantiate the impact of digital transformation on the development of entrepreneurship and trade in Ukraine by analyzing changes in payment infrastructure, fintech innovations, e- commerce development, and the functioning of leading digital platforms. The study applies systematic, comparative, and structural-analytical approaches, supported by index analysis, economic generalization, and the examination of financial and statistical data from the National Bank of Ukraine, the Ministry of Digital Transformation, international reports, and major digital platforms. The research shows that digital transformation drives the spread of new business models – marketplaces, direct-to-consumer formats, subscription-based services, on-demand operations, and rapid-delivery commerce. The expansion of cashless transactions and NFC technologies confirms the maturity of Ukraine’s fintech infrastructure. Analysis of Rozetka, Comfy, and Maudau demonstrates that digital platforms reshape trade by integrating payments, logistics, and data analytics, thereby supporting SME growth, increasing market transparency, and modernizing the national entrepreneurial ecosystem. The results of the study can be used to improve state policies aimed at supporting digital entrepreneurship, developing SME digitalization programs, and strengthening the payment and fintech infrastructure. The identified trends in marketplace development and online trade provide a basis for optimizing business models, enhancing logistics and payment solutions, and increasing the efficiency of digital platforms. The findings may also serve as analytical support for investors, policymakers, and companies seeking to scale their digital commerce operations in Ukraine.

Item Type:	Article
Uncontrolled Keywords:	digital economy; e-commerce; fintech infrastructure; marketplace model; cashless transactions
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет економіки та управління > Кафедра міжнародної економіки
Depositing User:	Юлія Миколаївна Жукова
Date Deposited:	02 Dec 2025 09:26
Last Modified:	02 Dec 2025 09:26
URI:	https://elibrary.kubg.edu.ua/id/eprint/54338

Actions (login required)

View Item