FREE FULL TEXT (PDF)

UDC339.3(477)		DOI: https://doi.org/10.31617/tr.knute.2020(35)01
Galyna PIATNYTSKA,   E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її. ORCID: 0000-0003-3463-133X		Doctor of Economics, Professor,  Professor at the Department of Management Kyiv National University of Trade and Economics 19, Kyoto str., Kyiv, 02156, Ukraine
Oleh HRYHORENKO,     E-mail:  Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її.   ORCID: 0000-0002-2847-0149		Candidate of Technical Sciences, Associate Professor,  Associate Professor  at the Department of Engineering and Technical Disciplines Kyiv National University of Trade and Economics 19, Kyoto str., Kyiv, 02156, Ukraine
Maryna SHEVCHUN,   E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її. ORCID: 0000-0001-6473-3121		senior lecturer at the Department of Management Kyiv National University of Trade and Economics 19, Kyoto str., Kyiv, 02156, Ukraine

DOMESTIC TRADE OF UKRAINE: STRUCTURAL AND DYNAMIC ANALYSIS

Background. In a period of turbulent market environment, the problem of tracking changes in the development of domestic trade becomes particularly relevant. Many Ukrainian and foreign scholars have studied the problems of domestic trade. However, the challenges faced by trade enterprises in 2019-2020 and which continue to affect the development of domestic trade in various countries around the world are still little studied. Therefore, the purpose of our study is to determine the main trends in the development of domestic trade in Ukraine in the context of digitalization and pandemic on the basis of structural and dynamic analysis of this development.
Materials and methods. To achieve the goal, data from the State Statistics Service of Ukraine, marketing surveys, etc. were used, as well as methods of statistical data processing, comparative analysis, induction, deduction, systematization, etc.
Results. A structural and dynamic analysis of the development of Ukraine’s do­mestic trade over the past five years has been conducted. It was found that even in the difficult conditions of 2020 related to the consequences of Covid-19, a number of enter­prises and companies (especially in the segment of food retail) continued to increase their capacity. More and more trade enterprises are turning to the use of digital technologies to improve performance and quality of decision-making in the business. It was substantiated that the tendency to increase the number of trade enterprises in Ukraine that had their own website played a positive role during the pandemic. The average annual growth rate of the number of such enterprises in 2014-2019 was 8,7 %. It was also found that potential buyers are actively using digital technologies to study goods and information about the services of trade enterprises. It was established that in Ukraine many potential buyers have a positive attitude to digital innovations in retail and actively use them.
Conclusion. In the development of domestic trade of Ukraine in terms of digi­talization and pandemics, several stable trends have been identified: 1) concentration of power in big network companies by increasing their market presence and developing online sales channels; 2) reducing the number of individual entrepreneurs, because some of them were economically unprepared for the lockdown-situation; 3) increasing the num­ber of workers in the field of trade who have begun to use modern ICT in their activities; 4) the emergence of the need to develop new business models for the development of trade enterprises with an emphasis on digitalization of business processes, the provision of remote work (for example, by connecting drones and similar equipment to perform the functions of goods delivery).
The results of the study can be further used to form innovative strategies for the development of trade enterprises.
Keywords: domestic trade, trade enterprise, market, goods, digitalization, qua­rantine, turnover.

REFERENCES

1. Mazaraki, A. A. et al. (2016). Vnutrishnja torgivlja Ukrai’ny [Internal trade of Ukraine]. Kyiv: Kyi’vs’kyj nacional’nyj torgovel’no-ekonomichnyj universytet [in Ukrainian].
2. Apopij, V. V. et al. (2017). Strukturni zminy ta suchasni tendencii’ rozvytku vnut­rishn’oi’ torgivli Ukrai’ny [Structural changes and current trends in the development of domestic trade in Ukraine]. L’viv: Novyj Svit [in Ukrainian].
3. Zhukovs’ka, V. M. (2018). Social’ni vazheli vplyvu na rozvytok pidpryjemstv torgivli [Social levers of influence on the development of trade enterprises]. Biznes-navigator – Business navigator. (Issue 1-1), 118-123 [in Ukrainian].
4. Pjatnickaja, G. T., & Zhukovskaja, V. N. (2015). Razvitie vnutrennej torgovli: sovre­mennye transformacii i prioritety socializacii [The development of domestictrade: modern transformations and socialization priorities]. Aktual’ni problemy ekonomiky – Current economic problems, 11 (173), 106-119 [in Ukrainian].
5. Singh, V., & Jain, A. (2015). Consumer Trust in Retail: Development of a Multiple Item Scale. Journal of Economics, Business and Management. (Vol. 3), 10, 971-976 [in English].
6. Oficijnyj sajt Derzhavnoi’ sluzhby statystyky Ukrai’ny [Official site of the State Statistics Service of Ukraine]. Retrieved from http://www.ukrstat.gov.ua (access date: 30.08.2020) [in Ukrainian].
7. GT Partners Ukraine (2020). TOP 160 torgovyh operatorov FMCG po kolichestvu magazinov, pervaja polovina 2020 g. [TOP 160 FMCG trade operators by number of stores, firsthalf of 2020]. GT Partners Ukraine [in Ukrainian].
8. Churylova, K. (2020). Analityky porahuvaly vtraty malogo ta seredn’ogo biznesu cherez karantyn [Analysts estimate the losses of small and medium-sized businesses due to quarantine]. Retrieved from https://zaxid.net/analitiki_porahuvali_vtrati_malogo_ta_serednogo_biznesu_cherez_karantin_n1501604 (access date: 30.08.2020) [in Ukrainian].
9. Vplyv COVID-19 ta karantynnyh obmezhen’ na ekonomiku Ukrai’ny. (2020) [Impact of COVID-19 and quarantine restrictions on the economy of Ukraine]. Gromads’ka organizacija "Centr prykladnyh doslidzhen’", Predstavnyctvo Fondu Konrada Ade­nauera v Ukrai’ni [in Ukrainian].
10. Dani z oficijnogo sajtu BBS News [Data from the official site BBS News]. Retrieved from https://www.bbc.com/ukrainian (access date: 30.08.2020) [in Ukrainian].
11. Mazaraki, A., Son’ko, Ju., & Novikova, N. (2020). Cyfrovi determinanty trendiv pidgotovky fahivciv [Digital determinants of specialists training trends]. Visnyk Kyi’v­s’kogonacional’nogo torgovel’no-ekonomichnogo universytetu – Herald of Kyiv National University of Trade and Economics, 2, 5-20 [in Ukrainian].
12. P’jatnyc’ka, G. T., Shevchun, M. B., & Kostrova, K. A. (2019). Rozvytok torgivli v umovah cyfrovizacii’ [Development of trade in the context of digitalization]. Visnyk Volyns’kogo instytutu ekonomiky ta menedzhmentu – Bulletin of the Volyn Institute of Economics and Management, 25, 176-186 [in Ukrainian].
13. 17 % ukrai’ns’kyh onlajn-pokupciv zdijsnjujut’ bil’she 20 pokupok na rik: insajty e-com­merce rynku 2019: doslidzhennja Growth from Knowledge company [17% of Ukrainian online shoppers make more than 20 purchases a year: e-commerce market insights 2019: research Growth from Knowledge company]. Retrieved from https://www.gfk.com/uk-ua/rishennja/news/online-shopping-2019 (date of application: 28.08.2020) [in Ukrainian].