MODERN REALITIES OF LOGISTICS AND ELECTRONIC COMMERCE DEVELOPMENT IN UKRAINE

The article discusses the organization and functioning of the logistics sector of online stores in Ukraine, which operates on the basis of modern information technologies. The possibilities of the influence of digitalization on trading operations and their features in online commerce, especially online stores, are explored. The most important indicators that affect the devotion and loyalty of customers of logistics services, such as delivery time, availability, fullfilled, package tracking option, delivery of several types of goods, the presence of a separate application, are analyzed. The article reveals the essence of online retail logistics and building virtual relationships with buyers and suppliers operating in the relevant industry, the prospects for the innovative potential of entrepreneurial logistics. The main principles for the development of innovative technologies in the field of logistics have been identified, positive and negative factors influencing the development of e-commerce and logistics companies have been established. It has been proven that digitalization in the logistics and trade industries has a number of positive aspects, which are fast payments and decision-making at all stages of supply, time saving, the ability to receive goods from different companies at the same time, and the timeliness of obtaining useful information. The methods of delivery of goods, as well as the services of logistics operators that currently operate on the market, as well as ways to reduce the cost of delivering goods with a high quality of service, have been studied. The article uses research data from the EVO group of companies to study the popularity of Ukrainian logistics companies and their individual services, and identifies the leaders of the logistics market. These data made it possible to substantiate the main trends in the development of e-commerce logistics and the conditions that will shape the logistics industry in Ukraine in the coming years. It has been established that the use of modern innovations in the information support of logistics processes will significantly increase the competitive advantages of an e-commerce enterprise.